LifeJacket Skin Protection

What LifeJacket Skin Protection does

LifeJacket Skin Protection is a London-based, direct-to-consumer brand that sells a unified portfolio of skin protection products designed for active outdoor use rather than for beach or cosmetic contexts. Its range spans three integrated lines: Sun Protection (SPF 30 and SPF 50+ gels, sprays, mineral sun sticks, and mineral sun shields in recyclable tins), UPF 50+ apparel (active tees, long-sleeve tops, collared tops, hoodies, rash vests, and wide-brim sun hats), and Daily Protection plus Protection+ (daily moisturisers with SPF, cleansers, anti-chafe bars, heavy-duty hand bars, and a Map My Mole Lens skin-check tool). The company's core technology consists of mineral-based SPF formulations and UPF 50+ textile specification, with products engineered to remain stable under sweat, water, and movement.

The company was founded by 'Jono' and collaborators following close friends being diagnosed with cancer in their thirties, and the brand is positioned as 'skin protection' rather than skincare, emphasising prevention for everyday outdoor exposure (commutes, dog walks, training) rather than holiday SPF. LifeJacket operates exclusively through its own Shopify storefront (lifejacketskin.com), with UK shipping, a £3.99 shipping fee waived over £25, a 10% first-order discount plus free guide, volume-based cart discounts, and a Build-Your-Own Bundle tool. It sells standalone SKUs, bundles (Essentials, Weekender, Mountain, Family Pack, Watersports), and offers refillable aluminium packaging for sustainability positioning.

Distribution is restricted to the United Kingdom, with no international shipping or third-party retail disclosed. The business model is one-time purchase plus bundle sales at modest ASPs ranging from roughly £4 to £30, targeting outdoor enthusiasts and amateur-to-elite athletes. The brand has built a credibility stack through official supplier and partner relationships with national sporting bodies — including Team GB for the Paris Olympics, British Triathlon, England Netball, British Rowing, the ECB, Surfing England, GB Snow, Paddle UK, Mountain Training, British Mountain Guides, BWSW, PCA, and UKSI — and through earned media coverage in The Independent, GQ, Men's Health, Runner's World, Coach, Esquire, and Wired, with 2,500+ verified 5-star reviews cited. The company is privately held, founder-led, with no disclosed funding rounds or external investment identified.

Name

LifeJacket Skin Protection

Legal name

LifeJacket Skin Protection

Website

https://lifejacketskinprotection.com

Company type

Private

Operating status

Operating

Short description

LifeJacket Skin Protection is a London-based direct-to-consumer brand selling mineral SPF skincare, UPF 50+ clothing, and specialist protection products for active outdoor users, including amateur and elite athletes across multiple sport verticals in the UK market.

Ownership category

akta.pro rank

Product category

Sun Protection Skincare and UPF Apparel

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Sun Protection Accessories (UV-protective sprays, sticks, on-the-go formats) (CRABAHAO)

akta.pro secondary industries

Skincare Sets, Kits & Travel Sizes (CRABAAAL), Sensitive Skin & Barrier Repair (CRABAAAG), Sun Protection Lip Care (SPF Lip Balms) (CRABAHAK), SPF Cosmetics & Daily Wear (Tinted SPF, BB/CC, SPF Primers) (CRABAHAL)

Keywords

• Sun protection skincare
• UPF protective clothing
• Mineral sunscreen products
• Outdoor skin protection
• Anti-chafe skincare

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their e-commerce platform. Products include sun protection (SPF 30-50+ gels, sticks, sprays), daily moisturisers, UPF clothing, and specialist protection products. One-time purchase model with bundle discounts available.
2. Bundle/Subscription Sets: Pre-configured product bundles (Essentials Set, Weekender Set, Mountain Set, Family Pack, Watersports Set) offering discounted pricing. Volume-based discounts also available for cart purchases (5% off £32+, 10% off £45+, 15% off £65+).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

LifeJacket Skin Protection designs and sells a unified portfolio of skin protection products built for active outdoor use, sold direct-to-consumer via its own e-commerce store. The portfolio spans three integrated lines: Sun Protection (SPF 30 and SPF 50+ sun gels, sprays, mineral sticks and mineral shields), UPF Clothing Protection (UPF 50+ active tees, long-sleeve tops, hoodies, rash vests, sun hats), and Daily Protection plus Protection+ (moisturisers, cleansing bars, anti-chafe bar, heavy duty hand bar, mole-mapping lens). Pre-curated bundles (Essentials, Weekender, Mountain, Family, Watersports) and a build-your-own bundle option round out the offering.

Product overview

LifeJacket Skin Protection is a direct-to-consumer skincare brand offering a unified portfolio of skin protection products designed for outdoor enthusiasts. The company operates across three integrated product lines: Sun Protection (SPF-formulated gels, sprays, sticks, and mineral shields in SPF 30 and SPF 50+ variants), UPF Clothing Protection (UPF 50+ rated apparel including active tees, long-sleeve tops, hoodies, rash vests, and sun hats), and Daily Protection plus specialist Protection+ offerings (moisturisers, cleansers, anti-chafe bars, and heavy-duty hand repair products). The product portfolio is anchored by an SPF 30 Daily Protection Moisturiser as the flagship bestseller, complemented by mineral-based sun sticks and shields for sensitive skin. The company also offers bundled product sets (Essentials, Weekender, Mountain, Family, and Watersports packs) and a build-your-own bundle option. Positioned distinctly from traditional skincare as 'skin protection' rather than skincare, the brand targets athletes and outdoor sports participants through partnerships with British Triathlon, Team GB, British Rowing, ECB, and other sporting organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• SPF 50+ Moisturising Lip Protector SPF 50+ moisturising lip protector combining sun protection for the lips with moisturising benefits.
• SPF 30 Daily Protection Moisturiser Flagship SPF 30 moisturiser combining daily skin moisturisation with sun protection in a single step for everyday outdoor use.
• Daily Repair Moisturiser Daily moisturiser designed to repair and protect skin as part of an everyday routine.
• Face Cleansing Bar Solid face cleansing bar for daily facial cleansing, packaged in a reusable aluminium tin.
• Body Wash Bar Concentrated solid body wash bar for daily cleansing, packaged in a reusable aluminium tin.
• SPF 30 Sun Gel Lightweight, non-greasy SPF 30 sunscreen gel for daily and active outdoor use.
• SPF 50+ Sun Gel High-protection SPF 50+ sunscreen gel designed for active outdoor use.
• SPF 50+ Sun Protection Spray SPF 50+ sun protection in spray format for easy application on the body.
• SPF 50+ Mineral Sun Stick 100% mineral SPF 50+ stick for face and lips; water-resistant formula that won't budge or sting the eyes.
• SPF 50+ Mineral Sun Shield 100% mineral sunscreen in a recyclable tin, built for watersports and ideal for sensitive skin.
• UPF 50+ Active Tee UPF 50+ active t-shirt providing UV protection through clothing for outdoor activities.
• UPF 50+ Long-Sleeve Active Tee Long-sleeve UPF 50+ active tee providing full arm protection without the need for sunscreen application.
• UPF 50+ Long-Sleeve Collared Top UPF 50+ collared long-sleeve top combining sun protection with smart casual styling.
• UPF 50+ Long Sleeve Active Hoodie UPF 50+ hoodie providing full arm and torso sun protection for outdoor activities.
• UPF 50+ Rash Vest UPF 50+ rash vest designed for watersports, providing sun protection and chafe resistance.
• UPF 50+ Wide Brim Sun Hat UPF 50+ wide brim sun hat offering face and neck protection from UV rays.
• Heavy Duty Hand Bar Concentrated hand protection bar for barrier repair of cracked hands and split skin caused by outdoor conditions.
• Anti-Chafe Bar Anti-chafe protection bar designed to prevent skin irritation during physical activity.
• Map My Mole Lens + Skin Check Skin checking tool combining lens technology with mole mapping for personal skin health monitoring.
• Essentials Set Curated starter bundle of essential skin protection products for everyday outdoor use at a discount vs individual items.
• Weekender Set Travel-ready bundle of skin protection products sized for weekend getaways.
• Mountain Set Specialised protection bundle designed for mountaineering and alpine activities.
• Family Pack Value bundle of skin protection products sized for family outdoor activities.
• Watersports Set Protection bundle tailored for watersports activities, including water-resistant formulations; supplied to British Swimming for elite athletes.
• Daily Protection Set Curated bundle of daily protection products for a comprehensive everyday skin care routine.
• Moisturiser Set Bundle of moisturising products for a complete skin hydration routine.
• Aluminium Bottle Refill Refill packaging option in aluminium bottle for reduced environmental impact.
• Aluminium Tin Aluminium tin packaging for solid skincare products, designed for reuse and sustainability.

Quantifiable outcome

• 2,500+ verified 5-star reviews
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered flagship and core.

• British TriathlonflagshipStrategic or Co-development PartnerOfficial Partner - highest tier partnership with Britain's governing body for triathlon. Provides elite athlete skin protection products for Team British Triathlon.
• England NetballflagshipStrategic or Co-development PartnerOfficial Partner - partnership with England's national netball governing body. Products designed for elite netball athletes.
• Team GBflagshipStrategic or Co-development PartnerOfficial Supplier for Paris Olympics - highest level national team endorsement. Provides skin protection for Great Britain's Olympic athletes.
• British RowingflagshipStrategic or Co-development PartnerSupplier for Paris - provides skin protection for Britain's elite rowing team ahead of Paris competition.
• England and Wales Cricket Board (ECB)flagshipStrategic or Co-development PartnerOfficial Supplier - provides skin protection products for cricket teams and players.
• Surfing EnglandcoreStrategic or Co-development PartnerIn Partnership With - provides watersports-appropriate skin protection for English surfing community.
• UKSIcoreStrategic or Co-development PartnerIn Partnership With - partnership with UK Surfing Islands (UKSI) for watersports skin protection.
• PCAcoreStrategic or Co-development PartnerIn Partnership With - Professional Cricketers Association partnership for player skin protection.
• GB SnowcoreStrategic or Co-development PartnerIn Partnership With - provides skin protection for British snow sports athletes.
• Paddle UKcoreStrategic or Co-development PartnerIn Partnership With - provides skin protection for UK paddle sports community.
• Mountain TrainingcoreStrategic or Co-development PartnerIn Partnership With - provides skin protection for mountaineering and climbing activities.
• British Mountain GuidescoreStrategic or Co-development PartnerIn Partnership With - provides skin protection products for professional mountain guides.
• BWSWcoreStrategic or Co-development PartnerIn Partnership With - British Water Ski and Wakeboard partnership for watersports skin protection.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• La Roche-Posay: L'Oréal-owned dermatological skincare brand with leading Anthelios SPF range. Comparable as mineral/dermo-grade SPF competitor with mass-retail scale and broad product ecosystem.

Emerging players

• Badger Balm: US natural/mineral sunscreen and balm brand with outdoor active positioning. Comparable for mineral SPF sticks/sport products and outdoor lifestyle brand ethos.

Direct peers

• Supergoop!: US-based SPF skincare brand focused on 'everyday sunscreen' rather than beach use. Comparable as a daily-SPF-first brand with strong DTC and retail presence.
• Coolibar: US specialty brand focused on UPF 50+ sun protection clothing. Comparable for the UPF 50+ apparel line and dermatological-skin-protection positioning.
• Ultra Violette: Australia-based SPF skincare brand with cult following. Comparable as a modern, female-leaning SPF brand sold DTC and via Sephora, with similar positioning around daily SPF rather than beach-only use.
• Sun Bum: US sun care brand with strong lifestyle and outdoor/surf positioning. Comparable as an outdoor-lifestyle-rooted SPF brand with broad product range (mineral, sport, daily).
• COOLA: US-based mineral and organic sunscreen brand targeting active/on-the-go consumers. Comparable product mix (mineral sticks, sprays, face SPF) and similar premium positioning.
• Bondi Sands: Australia-origin self-tan and sun care brand that has expanded into daily SPF. Comparable as a DTC-led sun protection brand with sporty/lifestyle positioning, though primarily self-tan rooted.
• Kinfield: US outdoor skincare brand selling SPF, bug spray, and body care for outdoor enthusiasts. Closest direct peer in the 'outdoor active SPF' niche with similar lifestyle-brand positioning.

Others

• Sol de Janeiro: Body care brand focused on Brazilian-inspired scent and skincare. Comparable as a high-growth DTC-first beauty brand with strong ecosystem (lotion, scrub, mist) and lift into retail, though in adjacent category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lifejacketskin
• Instagraminstagram.com/lifejacketskin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 LifeJacket Skin Protection