Roderick is a founding member of the DIC team and serves as an Independent Advisor, bringing decades of experience from senior executive roles at M&S, TK Maxx, Dunelm and NBrown.
Tell us about your experience with skin cancer.
Growing up, I spent endless hours outdoors. Back then, getting sunburnt was considered a normal part of life and nobody really talked about SPF or daily sun protection.
In 2023, I noticed a sore spot on my nose and what I thought was just a strange blood blister on my neck so I booked an appointment with a specialist. I remember sitting in the waiting room thinking I was wasting his time. However, unfortunately, the diagnosis was skin cancer.
Thankfully it was caught early, and I eventually completed treatment in January 2026 after a third round of treatment which included chemotherapy.
What inspired you to join a sun protection brand?
I have no doubt that a lifetime of unprotected sun exposure played a significant role. Being part of the DIC team and using my experience in brand and product development to help tackle skin cancer prevention is something that means a great deal to me. I hope we can encourage more men to understand the importance of protecting their skin every day.
I've spent many years working in product development and have been approached to support all kinds of new initiatives. What made DIC different was that I was undergoing treatment for skin cancer at the time, so the mission immediately resonated with me.
As I researched the problem I was shocked to discover that men are significantly more likely to die from skin cancer than women. I could also see a clear gap in the market. We had an opportunity to create a genuinely high-quality sunscreen for men while helping to change behaviours and improve people's lives.
What qualities were most important when creating the formula?
The first priority was creating a sun protection product of the highest quality that met the most rigorous safety and performance standards. That was never negotiable.
Our mission is to protect more men from the dangers of UV exposure but we knew education alone wasn't enough. Many men simply don't enjoy wearing sunscreen.
Once we'd established a high-performance formula, we focused on removing the barriers that stop men using it every day. We wanted a lightweight sunscreen that absorbs quickly, doesn't feel greasy, and has a fresh fragrance rather than the traditional chemical or coconut scent that many people associate with sun cream.
What makes DIC different from other sunscreen brands?
We spent a huge amount of time developing a fragrance that feels more like you've just stepped out of the shower than walked off a beach.
If you're going to wear sunscreen every day (and let's not forget that in the UK there are more than 150 days each year when sun protection is recommended) it needs to fit naturally into your daily routine. That's why we wanted DIC to smell more like a quality body spray or shower gel than a traditional sunscreen.
The other difference is our approach to communication. We recognise that most people don't enjoy being told what to do so we've built a bold, irreverent brand that starts conversations. We're deadly serious about skin cancer prevention, but we believe a cheeky sense of humour is often the best way to get people listening.
Why do you think so many men don't wear sunscreen regularly?
I think most men just don’t think skin cancer is anything that will be an issue for them, even though we live in the type of climate that requires it. In addition there is nothing out there that speaks directly to them.
When we launched DIC at the Sun Protection Conference 2025, I had countless women tell me, "Finally, there's something I can buy for my husband. He won't use mine!"
That reinforced what we'd already discovered through our research: the product needs to feel like it was designed with men in mind.
What makes a good sun protection product?
One that fits your lifestyle, offering all the right protection, of course, absorbs easily, is non greasy & smells great. Just like ours!
If someone has never tried DIC before, what would you say to them?
Skin cancer can be difficult to spot and at its worst it can be life-threatening or permanently disfiguring. Don't let the British weather fool you into thinking you're protected—UV exposure adds up over time, especially if you work or spend time outdoors.
Speaking from personal experience, prevention really is better than cure. Find a sunscreen you enjoy using, make it part of your daily routine, and look after your skin. Your future self will thank you.