NEWD pot open, showing the white mineral cream inside

The product — first batch coming

Daily 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.

Reserve yours No payment now — first batch, first served.
Macro of the white mineral cream texture

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 reflects UV away. 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. 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 reflects UV away Absorbs into skin, soaks up UV and converts it to heat
Starts working The moment you rub it in ~20 minutes after applying
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.

Healthy coral reef under clear sunlit water

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.

Oily rainbow sheen of sunscreen floating on sea water
Chemical SPF, five minutes after you get in.

The rules

Everything you need.
Nothing you don’t.

NEWD pot beside a compostable kraft refill pouch on garden soil
Buying the same pot twice? Ludicrous.

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.
Surfer applying NEWD cream at golden hour

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.

NEWD pot beside a climbing chalk bag on granite

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.