About Us
For us, this is personal. DIC was founded in 2024 after our own experiences with skin cancer made us want to challenge an issue - and industry - that is often ignored.
The reality is sun protection isn’t taken seriously enough. Men are 69% more likely to die from skin cancer than women and 86% of cases are preventable.
We’re building an inclusive, purpose-led brand that’s focused on helping men, and especially those who are often overlooked, protect themselves from skin cancer. Through education and outreach we’re working to raise awareness and make sun protection a normal, everyday habit.
We know there are real barriers. Most brands don’t speak to men, products can feel thick and unpleasant, and it’s easy to think it’s a problem for another day. But every time your skin is exposed to the sun the risk builds.
We’re leading the road to change — challenging the industry’s apathy and creating products for real men, inspired by how they actually live.
