British beauty retailer Escentual has launched a campaign to raise awareness of skin cancer.
The e-commerce player will distribute 30,000 bottles of sunscreen to children in Wales, where Escentual is based.
The gift as part of the #SunPoverty campaign will be available to primary school children eligible for free school meals.
Rakesh Aggarwal, CEO of Escentual, said: "High factor sun protection is essential to reduce the risk of developing skin cancer later in life and we believe it should be available to all.
"Due to Covid safety issues, this year we will be distributing the sun creams through food banks – and school initiatives where we can – across Wales, instead of distributing them directly through schools.
"If the scheme is a success, we hope to be able to extend the campaign to all primary school children in the UK by 2022.”
Escentual is also donating a sunscreen for every own-label, Clarins, Eucerin and Bioderma sun lotion purchased.
According to cancer awareness charity Melanoma UK, malignant melanoma is the eleventh most common cause of cancer death in the UK and around 2,500 people die from the condition every year in the country.
