Standard Procedure.

What Standard Procedure. does

Standard Procedure is an Australian sunscreen brand founded approximately in 1984 around a family-owned manufacturing facility, producing SPF 50+ broad-spectrum sun protection products under what the company describes as the world's strictest Australian SPF regulations. Its core product portfolio spans multiple formats of SPF 50+ sunscreen lotions (60ml clip-on travel, 100ml, 250ml, and 500ml pump bottles), mineral-based facial sunscreens featuring ingredients such as Kakadu Plum and Vitamin C, naturally-derived zinc oxide sticks in yellow, orange, red, and tan tints, SPF 50+ lip balms, aloe-vera after-sun gels, and adjacent merchandise including UPF 50+ sports hats. Distinctive technical and design elements include 4-hour water resistance (versus the US 80-minute standard), carabiner-equipped portable bottles, and visible-application colored zinc formats targeted at sports and outdoor use.

The company's commercial model is primarily direct-to-consumer via its Shopify-based storefront (standardprocedure.com), operating across both Australian and US markets with dual-currency pricing, complemented by a wholesale and stockist network for offline retail and a core distribution partnership with Sephora for premium retail placement. Unit pricing ranges from $8.99 for lip balms to $49.99 for the 500ml pump bottle, with curated bundles (sports, family, travel, best-sellers) priced $35.99-$97.50 and digital gift cards from $25-$300. Marketing is driven by organic social across Instagram, TikTok, Facebook, Pinterest, and YouTube, supplemented by email, an affiliate program, and earned media in Forbes, Vogue, Gourmet Traveller, and Women's Health.

Standard Procedure is privately held with 1-10 employees listed and a US operating base in Santa Monica, while manufacturing remains in Australia. The brand has pursued an aggressive co-branding strategy with fashion and lifestyle partners including ZARA, Zimmermann, Revolve, The Frankie Shop, Akubra, Qantas, and Monster Children. The company has no disclosed external funding, no public revenue figures, and operates as a founder/family-controlled business emphasizing heritage, regulatory-compliant formulation quality, and lifestyle positioning.

Name

Standard Procedure.

Legal name

Standard Procedure

Website

https://standardprocedure.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Standard Procedure is an Australian-made sunscreen brand selling SPF 50+ lotions, mineral facial sunscreens, colored zinc sticks, lip balms, after-sun care, and UPF apparel direct-to-consumer and via Sephora, targeting active outdoor consumers, families, and athletes in Australia and the United States.

Ownership category

akta.pro rank

Product category

Sun Care Products

NAICS

Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sunscreen (Body) (CRABAHAB)

akta.pro secondary industries

Mineral/Physical Sun Protection (CRABAHAC), Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats) (CRABAHAO), Sunscreen (Face) (CRABAHAA), Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), Sun Protection for Sensitive/Medical Needs (Reef-Safe, Hypoallergenic, Post-Procedure) (CRABAHAN), Sun Care & After-Sun (Non-color) (CRADANAH)

Keywords

• Mineral sunscreen products
• SPF 50 sun protection
• Zinc oxide sunscreen
• After sun care
• Sunscreen gift sets

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales of SPF 50+ sunscreen products, after-sun care, lip balms, and merchandise through the company's owned e-commerce storefront.
2. Wholesale Distribution: B2B wholesale sales to retail stockists and stockists network for offline retail distribution.
3. Bundles and Gift Packs: Pre-curated gift boxes and bundles offering multiple products at bundled pricing, including travel packs, family packs, and sports kits.
4. Gift Cards: Digital gift cards available in denominations from $25 to $300.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Standard Procedure manufactures and sells Australian-made SPF 50+ mineral sunscreen products, including lotion bottles (60ml clip-on, 100ml travel, 250ml, 500ml pump), Silk Mineral face sunscreen, colored zinc sticks (yellow/orange/red/tan), SPF 50+ lip balms, aloe vera after-sun gels, and UPF 50+ sports hats, packaged as individual SKUs and pre-curated gift bundles. Products are formulated with naturally-derived zinc oxide and manufactured in the company's family factory in Australia under strict Australian SPF regulations, then sold direct-to-consumer through standardprocedure.com and via wholesale and Sephora retail distribution.

Product overview

Standard Procedure is an Australian sunscreen brand offering a comprehensive sun protection portfolio centered on SPF 50+ formulations. The core product line includes multiple sunscreen formats (lotions in 60ml clip-on, 100ml, 250ml, and 500ml pump bottles) and mineral-based options (Silk Mineral SPF 50). The brand is known for its colored zinc sunscreen sticks available in yellow, orange, red, and tan tints, all using naturally-derived zinc oxide with vitamin E. Lip care is addressed through SPF 50+ lip balms in tinted and coconut flavors. After-sun care includes aloe vera gels in multiple sizes. Apparel offerings feature UPF 50+ sports hats with detachable neck flaps. Bundled gift sets combine products for sports, travel, families, and gift-giving occasions. All products are manufactured in Australia under strict SPF regulations.

Differentiator

Problem solved

Functional benefit

Products and services

• SPF 50+ Sunscreen Lotion (60ml Clip-On)

Quantifiable outcome

• 4-hour water resistance (vs. US standard of 80 minutes)
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• RevolveminorGTM or Marketing PartnerFashion retailer collaboration featuring co-branded products as part of Revolve x Standard Procedure collection.
• ZARAminorGTM or Marketing PartnerHigh-profile fast-fashion collaboration featuring limited edition ZARA x Standard Procedure co-branded products.
• ZimmermannminorGTM or Marketing PartnerAustralian luxury fashion label collaboration featuring Zimmermann x Standard Procedure co-branded products.
• The Frankie ShopminorGTM or Marketing PartnerFashion retailer collaboration with The Frankie Shop featuring co-branded lifestyle products.
• AkubraminorGTM or Marketing PartnerAustralian icon collaboration featuring Akubra x Standard Procedure sun hat and accessory products.
• QantasminorGTM or Marketing PartnerAustralian airline partnership bringing Standard Procedure products to Qantas passengers or Qantas-branded offerings.
• SephoracoreChannel Partner/ Reseller/ DistributorMajor retail distribution partnership making Standard Procedure products available through Sephora's extensive retail network.
• Monster ChildrenminorGTM or Marketing PartnerArt collaboration featuring Monster Children artwork on Special Edition SPF 50 sunscreen bottles.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Neutrogena (Johnson & Johnson): Mass-market sun care leader with extensive SPF portfolio including sunscreens and lip balms. Operates broadly in the same category as part of a much wider personal care portfolio, and competes primarily on price and retail distribution.
• Banana Boat (Edgewell Personal Care): Mass-market sunscreen brand with broad SPF portfolio and dominant US retail presence. Operates broadly across sun care as part of Edgewell's personal care portfolio, competing primarily on price and shelf availability.

Direct peers

• Sun Bum: Premium surf-lifestyle sunscreen brand with similar positioning around active outdoor consumers and SPF 50+ formulations. Direct competitor in the same product category with overlapping distribution including DTC and major retailers.
• Vacation Inc. Premium nostalgic-lifestyle sunscreen brand selling SPF products and lip balms through DTC and Sephora. Shares the lifestyle/brand-led positioning and the Sephora channel with Standard Procedure.
• Australian Gold: Australian-inspired sunscreen and tanning brand with broad SPF portfolio including mineral and chemical options. Comparable Australian-sun positioning and broad retail distribution including mass and specialty channels.
• Bare Republic: Clean mineral sunscreen brand selling SPF 50+ face and body products, sticks, and lip balms. Comparable product formats (mineral sticks, face SPF, lip SPF) and clean-beauty positioning.
• Coola: Clean, reef-safe mineral and organic sunscreen brand with broad SPF portfolio including face, body, and lip. Comparable DTC-led premium positioning with overlap in mineral, water-resistant, and reef-safe formulations.
• Supergoop!: Premium sunscreen and SPF cosmetics brand. Closely comparable product range (face SPF, body SPF, lip SPF, mineral formulations), DTC-first model, and Sephora distribution. Backed by Blackstone, making it a well-capitalized direct competitor.
• Ultra Violette: Australian SPF/skincare hybrid brand offering sunscreen-first skincare including face SPF, body SPF, and tinted SPF. Direct geographic and category peer with comparable premium positioning and Sephora presence.
• Blue Lizard Australian Sunscreen: Australian-positioned mineral sunscreen brand selling SPF 50+ products in the US market. Comparable Australian heritage narrative, mineral/zinc formulation focus, and similar DTC-plus-retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Standard Procedure.