During my 30s, several close friends – all young and healthy – were hit by cancer. One of them was Jono, my best friend of over 20 years.While Jono was getting treatment, we learnt that skin cancer is the world’s most common cancer and, unlike other cancers, is up to 90% preventable. In the UK, rates have doubled since the 90s and they’re forecast to double again over the next 20 years. For any man reading this, it's worth knowing that men are twice as likely as women to die of skin cancer.That's when we decided skincare as a category is looking at this all wrong. Skin 'care' is reactive. A response to a problem. We wanted to be proactive and get ahead of the problem. We decided to re-frame skincare as skin protection and create our own category. LifeJacket Skin Protection was born with the single vision of halting the increase in skin cancer. It's an active, outdoors brand for men and women who are uncompromising about the kit they use. We want to inspire people who love to be outdoors to protect their skin every day, be healthy and do what they love. Developed and made in the UK with industry experts, our high performance wash bars, anti-chafe, moisturisers, sunscreens and UPF apparel are used and stress-tested by pro athletes, Olympians, sports teams, the military and everyday folk (like us).Partners with Melanoma UK, SkinVision, several British sporting bodies and championed in major publications including GQ, The Times, Men's Health, MailOnline and the BBC.Want to chat? Drop me a message or check us out @lifejacketskin on social.