Building sun care for families is a responsibility we take seriously

Sun hygiene

East24 is the registered trademark of The East24 Company, built with a singular focus: to create better sun care for families everywhere.

We spent 1.5 years perfecting a formulation that is universally gentle, easy to wear, and highly effective, something every member of your family can rely on, every single day.

Sun hygiene should be a part of every family’s daily wellness routine, just like washing hands or disinfecting the floor. But today, sunscreen is often positioned within the beauty industry, shaped by trends and exaggerated claims.

Our goal is to shift that narrative.

When sun care stays within beauty conversations, its true value gets missed, especially for beginners who need a simple habit to support them in the years ahead, and for seniors who carry years of sun exposure and need consistent care the most. We’re here to make sun protection simple, accessible, and relevant for every member of the family.

sun

We’re sunscreen makers who love and respect the sun.

We have a deep respect for the sun. Its bounty is what sustains life, and turning it into a villain just to sell doesn’t feel right to us.

As we often say, the excess is the problem. Everyday exposure is natural—but too much, over time, needs care. We’re here to build awareness around balance, not fear.

Why Sun Hygiene?