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Pure Beginnings, South Africa’s most trusted organic baby and kids’ brand, is proud to announce the launch of their first natural sunscreen. With 100% natural mineral filters, water resistance, broad-spectrum protection (UVA + UVB rays), it is perfectly suited to protecting the whole family from the harsh South African sun.


“Over the last few years, our number one product request has been for a safe, natural sunscreen suitable for sensitive skins” says Bruce Moore-Gordon, owner of Pure Beginnings. “As a result, we have worked tirelessly to develop a sunscreen that meets all our strict standards, whilst still having a good application and feel, and which is suited to the strong African sun.” Bruce continues, “One of the biggest challenges of mineral filter sunscreens is the consistency and texture of the cream. They are often thick and sticky and don’t feel good on the skin. We are extremely excited with the product we have developed, and believe it is going to be very popular in our market”, he concludes.

Using the latest innovations in biotechnology, the new Pure Beginnings sunscreen uses quality active ingredients that are safe, clean, and pollutant-free – making them kind to the skin and to our planet. The slight whitening effect of the mineral filters upon application fades very quickly, and the non-greasy, fast absorbing application ensures long lasting comfort on the skin.


How is the Pure Beginning natural sunscreen different?
The Pure Beginnings Sensitive Sun Milk uses a combination of 100% natural mineral filters, Titanium Dioxide and Zinc Oxide, which are guaranteed free of nanoparticles. The filters sit on the skin’s surface and create a physical barrier to the sun by reflecting UV rays (like mirrors). The effectiveness is immediate, and the duration of protection is longer than that of chemical based sunscreens. The breakthrough biotechnology used in the development of the product ensures that the sunscreen applies easily to the skin, and doesn’t leave it feeling sticky, which can be the case with many natural mineral sunscreens.

The sunscreen market contains a broad range of sunscreen technologies, from completely chemical based sunscreens, to those that are a combination of mineral and chemical filters, through to others that use mineral filters but still contain other potentially harmful chemicals. Chemical sunscreens are absorbed by the skin and are not effective until 30 minutes after application. The chemicals in these sunscreens transform the UV rays, resulting in numerous potential health concerns, including allergic and phototoxic reactions.

The Pure Beginnings Sensitive Sun Milk is the first SPF50+ 100% natural mineral sunscreen product in the South African market. It has been formulated according to the organic standards set out by Ecocert Greenlife, and it has been tested and approved to comply with the sun care standards of the EU (COLIPA) and the US (FDA) with regards to sun protection factor (SPF), broad spectrum protection (UVA+UVB rays) and water resistance.


Caring for Coral Reefs

Aside from the potential negative health impacts on humans, chemical sunscreens can also contain phototoxic substances, which are partly responsible for the destruction of coral reefs around the world. The Pure Beginning Sensitive Sun Milk SPF50+ is kind to coral reefs and water courses, as it contains no chemicals or ingredients that can cause disruption to the ecosystem of our waters.


“Always apply sunscreen in overcast weather. Up to 80% of UV rays penetrate clouds and reflect off water, sand, snow and even concrete.”


Pure Beginnings Baby & Kids Sensitive Sun Milk SPF50+

The Pure Beginnings Baby & Kids Sensitive Sun Milk (SPF50+) offers very high broad-spectrum protection (UVA/UVB) against the sun. It is water resistant and is manufactured with 100% natural mineral filters which are guaranteed free from nanoparticles. Although designed for baby and kids, the product is perfect for the whole family, especially for people with sensitive skins who may react to chemical based sunscreens.



  • Natural mineral filters, Titanium Dioxide and Zinc Oxide protect skin from the sun
  • Aloe Vera soothes sensitive skin and helps nourish and heal the skin
  • Karanja Oil assists in regenerating the skin and adds moisture to soften and nourish
  • Rapeseed is excellent at improving the elasticity of the skin, while hydrating and nourishing it
  • Carrot root extract is included to help nourish dry skin and ease sensitivity

INGREDIENTS: Dicaprylyl Carbonate, Aloe Barbadensis Gel *, Titanium Dioxide, Zinc Oxide, Coconut Alkanes, Polyglyceryl-2 Dipolyhydroxystearate, Propanediol, Pongamia Glabra (Karanja) Seed Oil, Polyglyceryl-3 Diisostearate, Polyhydroxystearic Acid, Stearic Acid, Aluminum Hydroxyde, Sodium Chloride, Brassica Campestris (Rapeseed) Oil *, Daucus Carota Sativa (Carrot) Root Extract*/ Helianthus Annuus (Sunflower) Seed Oil*, Coco-Caprylate/Caprate, Stearic Acid , Alumina, Potassium Sorbate, Sodium Benzoate, Fragrance**, Lactic Acid, Tocopherol

*Ingredients from Organic Farming
**Approved Certified Organic Fragrance
99% of the total ingredients are from natural origin
25.70% of the total ingredients are from organic farming