In May 2022 after a three-year struggle with mental health, Old Boy Lachlan Baxter (2016) needed a sense of purpose and a challenge, so decided to start his own business. He desperately needed a reason to be impressed with himself and this was his solution. Now, as he looks back and compares his mental state from then to now, he can confidently say that his solution has worked.

With a view to starting a business that had potential social impact and could solve a real issue, I brainstormed some ideas with friends. We stumbled across the alarming fact that men in Australia die from skin cancer twice as often as women and wear sunscreen about half as much. We realised that this issue was not being effectively addressed by the sunscreen industry, with most brands communicating in a way that wasn’t resonating with men. Hence, Naturally Cooked sunscreen was born.

The early days were filled with research, trial and error, and a steep learning curve. Despite being novices, fuelled by enthusiasm and business resources, we taught ourselves everything from product formulation to marketing. Partnering with a top-tier lab on the Sunshine Coast, we developed a formula suitable for sensitive skin, non-greasy, and practical for daily use. We also wanted to be sure it smelled good. With personality injected into the brand, we engage customers with humour and bold messaging to shift mindsets, especially among young Aussie men.

Naturally Cooked launched in March 2024. It’s about being modern and genuinely cool. It’s aimed at being relatable to tradies, outdoor workers, and sports enthusiasts, whilst avoiding the clinical or surf-culture branding common in the industry. Our marketing isn’t about fearmongering or just pushing stats on skin cancer. Through humour and education on social media, we’re about shifting the cultural mindset, particularly by informing men on the dangers of the sun and the importance of protective measures so that sunscreen use and skin protection become a part of their regular routine.

From there, it was all about getting the product into people’s hands. We started selling online and quickly realised if we wanted to scale this properly that we also needed a strong retail presence. After securing 190 stockists door-to-door, in December 2024 we transitioned from full-time jobs to focusing on the business. Now in over 320 stores, we’re expanding and partnering with skin check charities to improve prevention.

In addition to our essential messaging around sun safety, we are also committed to strong and positive messaging around men’s mental health.  To this end we have committed to donating 10% of profits to TIACS (This Is A Conversation Starter). Co-founded by fellow Old Boy Ed Ross (2010), TIACS is a groundbreaking and unique initiative which provides free phone and text counselling services offering mental health support to Australia’s blue-collar community.

Naturally Cooked has been and continues to be a rewarding journey. What started as a desperate personal mission to challenge and impress myself, has turned into something much bigger than me. The road is tough, but the reward of building something meaningful is worth every challenge along the way. I hope it inspires others to pursue their own meaningful ventures.

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