The product — first batch coming
Daily Armour
mineral SPF 30
One-step daily moisturiser with 100% mineral zinc sun protection. Made in the UK by two people on a mission to change men’s skincare: everything you need, nothing you don’t.
Why mineral
On your skin.
Not in it.
Most SPF is built on chemical UV filters that absorb into your skin to work. NEWD uses a mineral zinc filter instead — it sits on the surface and stops UV before it gets in. That’s better for reactive skin, doesn’t sting when you sweat, and starts working the second you put it on.
- Zinc filterBroad-spectrum SPF 30 from a single mineral active.
- Sensitive-safeFragrance-free, no chemical UV filters, no sting in your eyes.
- No white castRubs in clear or it doesn’t ship. Nobody needs to know it’s SPF.
The difference
Mineral vs chemical
— the honest table
| NEWD — mineral zinc | Typical chemical SPF | |
|---|---|---|
| How it works | Sits on the skin’s surface and stops UV before it gets in | Absorbs into skin, soaks up UV and converts it to heat |
| Starts working | The moment you rub it in | Advised to wait ~20 minutes to bind in |
| Sensitive skin & eyes | Stays on the surface — kind to reactive skin, no sting with sweat | Common cause of stinging eyes and skin reactions |
| In the sea | Reef-safe — zinc doesn’t dissolve into the water | Washes off as an oily film; filters like oxybenzone are linked to coral bleaching and banned in Hawaii & Palau |
| Long-term skin | Zinc is skin-calming — the same stuff in nappy cream | Filters absorbed through skin; several are under regulatory review |
| The hard part | Making mineral rub in clear with no white cast — the problem NEWD exists to solve | Cheap and easy to make — which is why it’s everywhere |
First-batch formulation is in final testing — all specs confirmed before anything ships.
Reef-safe
That sheen on
the water?
That’s sunscreen.
Ever noticed the oily slick around you when you get in the sea wearing normal SPF? That’s chemical filter washing off you and into the water — the same stuff linked to coral bleaching. Zinc doesn’t do that. It stays on you, where it’s supposed to be.
The rules
Everything you need.
Nothing you don’t.
- No plastic packaging
- No nano plastics
- No chemical UV filters
- No grease
- No cruelty
- No slavery
- No gimmicks
- No white cast
Packaging
The last pot
you’ll buy
The metal pot is yours for life. When it runs out, a refill lands in compostable packaging — drop it in the compost heap or the black bin, either way it’s gone without leaving plastic behind.
- The potSealed matte-black metal. Buy it once.
- The refillCompostable packaging — home compost or general waste.
- Zero plasticNothing in the box that outlives the cream.
How it works
One swipe.
Every morning.
Face, ears, back of the neck. Thirty seconds while the kettle boils, then get on with your day — moisturiser and sun protection done in one step. Reapply if you’re out in strong sun all day.
The routine
Level up
your skin
The whole routine, honestly: wash, NEWD, go. Wash it off at night. Two steps, one pot, thirty seconds — that’s everything a working face needs.
- 01
Wash
Warm water, or a basic face wash if you’re filthy. Nothing fancy — you’re rinsing, not exfoliating your soul.
- 02
NEWD
One swipe: forehead, nose, cheeks, ears, neck. Moisturiser and mineral SPF 30 done in one. Out the door.
- 03
Off at night
Wash the day off before bed — the zinc, the dust, all of it. Your skin repairs itself overnight; let it.
Straight answer on tanning: you’ll still tan through SPF 30 — around 3% of UVB gets through, enough to colour, not enough to carve. You’re not choosing between tanned and protected. You’re choosing how much damage rides along.
What SPF numbers actually mean
| Factor | UVB blocked | Gets through | Honest read |
|---|---|---|---|
| SPF 15 | ~93% | 1 ray in 15 | The bare minimum |
| SPF 30 | ~97% | 1 ray in 30 | The daily sweet spot — NEWD |
| SPF 50 | ~98% | 1 ray in 50 | Marginal gain, heavier feel |
SPF measures UVB (burning). Broad-spectrum cover — which NEWD is built for — handles UVA too: the wavelength that does the aging.
UV index — when it matters
| UV index | Level | What to do |
|---|---|---|
| 0–2 | Low | You’re fine. Wear it anyway — habit beats forecasts. |
| 3–5 | Moderate | Protection on. This is the UK baseline from spring. |
| 6–7 | High | UK summer peak. Reapply if you’re out all day. |
| 8–10 | Very high | Ocean, Alps, altitude. Top up at midday. |
| 11+ | Extreme | Snow at altitude, tropics. Hat and glasses as well. |
Snow reflects up to 80% of UV back at your face. Water and sand pull the same trick — that’s why you burn faster on the board.
Questions
Asked and
answered
Will it leave a white cast?
No — rubbing in clear is the entire formulation brief. Mineral zinc is a white powder, and cheap mineral creams look like war paint; solving that without nano particles is the hard problem NEWD exists to solve. First-batch formulation is in final testing and specs are confirmed before anything ships.
Is it really reef-safe?
The formula uses zinc oxide as its only UV filter — none of the chemical filters (oxybenzone, octinoxate) linked to coral bleaching and banned in Hawaii and Palau. Zinc doesn't dissolve off you into the water.
Is SPF 30 enough?
For daily use, yes — SPF 30 blocks around 97% of UVB, and broad-spectrum cover handles the UVA that drives visible aging. Consistency beats a bigger number: SPF 30 every day protects far better than SPF 50 on holidays.
Does it use nano particles?
No nano — it's on our list of rules. Non-nano zinc oxide only.
When do I reapply?
One swipe every morning covers a normal day. If you're in strong sun all day — on the water, at altitude, on site in summer — top up at midday. Mineral zinc reapplies over sweat without stinging.
How does the compostable packaging work?
The metal pot is yours for life. Refills arrive in compostable packaging — home compost or general waste, either way it breaks down without leaving plastic behind.
When does it launch?
The first production run is small and goes to the reserve list in order. Join the list and you'll get first refusal before anyone else — no payment until it ships.
First batch — limited run
Reserve yours
The first production run is small and goes to this list in order. No payment now — you’ll get first refusal before anyone else when it’s ready.