Green Assist: scaling reef-safe sunscreen

AETHIC is a leader in combining skincare innovation with ocean protection. Its patented reef-safe sunscreen is scientifically proven to leave marine life untouched. The company’s goal is simple: create products that care for both skin and the sea. Yet to grow internationally and meet partner and funding requirements, AETHIC needed support from Green Assist to measure its environmental impact and attract investors.

The sunscreen industry has come under scrutiny for the damage many products cause to coral reefs and marine ecosystems. In contrast to some other brands, AETHIC offers a safe science-backed alternative, trusted by sailors, divers and coastal resorts. To qualify for more rigorously controlled sectors like yachting, the company needed to complete a full Life Cycle Assessment (LCA). And given shifting market dynamics, new product developments and emerging opportunities, AETHIC also needed to overhaul its business plan.

From March to November 2025, Green Assist provided expert support in three key areas. First, it helped the team quantify specific market opportunities, refine costs associated with capitalising on them, and determine the necessary human resources. Second, it delivered financial planning and developed a funding strategy, exploring options from venture capital to crowdfunding. Finally, one of the two experts also carried out environmental checks, including a full LCA, to assess the product’s environmental impact across its entire value chain.

Thanks to this support, AETHIC moved to full investment readiness. With a solid plan, stronger environmental credentials, and a more focused market plan, the company is now well-positioned to attract investors and roll out its reef-safe innovation internationally.

“Green Assist provided excellent professional support in completing our LCA and evolving our business plan for the international roll-out of the world's only proven and patented reef-safe (eco-compatible) sunscreen under the AETHIC brand name,” said Allard Marx, the company’s founder and CEO.

Green Assist aims to build a pipeline for high-impact green investment projects in sectors related to biodiversity, natural capital and circular economy, as well as in non-environmental sectors. 

Learn more about how Green Assist can help you get free tailored support for your green project or contact us at cinea-green-assistec [dot] europa [dot] eu (cinea-green-assist[at]ec[dot]europa[dot]eu) . To request advisory services from Green Assist, simply fill out this short form.