Burton McCall Ltd, a leading UK multi-channel sales, marketing and distribution company, has announced a new partnership with innovative sun protection brand Solex, bringing the brand’s sports-focused sunscreen solutions to the UK market.
Through the agreement, Burton McCall will distribute Solex’s range of high-performance sun protection products, with a particular focus on the brand’s flagship Sports Applicator. Designed specifically for active lifestyles, Solex offers a fresh approach to sun protection, making it easier, cleaner and more effective for consumers to protect their skin while on the move.
Solex was developed to address a widespread challenge associated with prolonged exposure to the sun during outdoor activity: the difficulty of reapplying sunscreen while on the move. Traditional formulations can leave hands greasy, discouraging regular use and leading to inadequate protection. Solex’s patented applicator system removes this barrier, enabling users to apply sunscreen directly to the skin without using their hands, supporting consistent protection in active outdoor environments.
The Sports Applicator combines a high-performance SPF 30/SPF 50 formulation with 4 star broad-spectrum UVA and UVB protection, delivering reliable coverage for both face and body. Its distinctive foam applicator head is designed to distribute sunscreen evenly, while the ergonomic, saddle-shaped profile allows for both broad coverage and precise application to harder-to-reach areas. The integrated mirror supports accurate application in outdoor settings, and the compact, clip-friendly format ensures the product remains accessible during activities such as hiking, climbing, and field-based work.
By enabling quick, clean and mess-free application, Solex encourages more frequent reapplication, which is essential for effective sun protection during extended time outdoors. Designed for durability and ease of use, the product aligns with the needs of individuals operating in demanding environments, from recreational users to outdoor workers, ensuring dependable protection without compromising comfort or performance.
The partnership with Burton McCall marks a significant step forward for Solex as it expands its presence in the UK retail sector. With extensive experience in brand development and nationwide distribution, Burton McCall supplies a wide range of retail channels, from high street stores to independent retailers, garden centres and specialist outlets. This reach provides a strong platform to introduce Solex to a broad UK audience.
Solex also stands out in the competitive sun care market through its focus on innovation and purpose-led design. Developed with outdoor performance in mind, the brand aims to remove barriers to sunscreen use, particularly among sports participants, and promote better skin protection habits. The company has also aligned itself with skin cancer awareness initiatives, supporting efforts to encourage regular sun safety practices.
Commenting on the partnership:
‘We are very excited to partner with Solex and believe the brand has significant potential in the UK market. Its innovative approach to sun protection aligns strongly with active lifestyles, and we look forward to launching the range at the OTS and Exclusively shows this June.’
- Stewart Cameron, Director of Brand Management at Burton McCall Ltd
‘We are delighted to be partnering with Burton McCall and see this as a hugely positive step for the Solex brand. Their reputation, retail relationships and expertise in building premium consumer products make them an ideal distribution partner as we continue to expand awareness and availability of Solex across the UK market.’
- Peter Towsend, Founder & Managing Director at Solex Sun Care Ltd
With growing awareness around sun safety and increasing demand for convenient, high-performance products, Solex represents a compelling addition to Burton McCall’s expanding portfolio of premium brands. The collaboration reflects both companies’ commitment to delivering practical, innovative solutions that enhance everyday lifestyles.
About Burton McCall Ltd
Burton McCall Ltd is a leading UK-based multi-channel sales, marketing and distribution company managing a portfolio of world-class brands. The company supplies a wide variety of retail sectors, including high street stores, independent retailers, garden centres and hardware chains, offering expertise across home, outdoor, DIY and lifestyle categories.
Burton McCall | UK Distributor of world-class brands
About Solex
Solex is a UK-based sun protection brand focused on delivering high-performance solutions for active, outdoor lifestyles. Its core product range centres on the innovative Sports Applicator, a patented sunscreen delivery system designed for hands-free, even and convenient application. Developed to overcome the challenges of traditional sun creams, Solex promotes frequent and effective use of sunscreen while supporting skin health awareness and protection.
