'Your Sunscreen Is Poison': Inside Primally Pure's 2025 Beef-Tallow SPF Backlash
A wellness brand called your sunscreen poison to sell beef-fat SPF - here's what cosmetic scientists fired back, and what tallow can and can't do.
In May 2025, Primally Pure launched a tallow-based SPF 30 promoted with billboards reading 'The sun isn't poison, but your sunscreen is,' deliberately provoking the beauty industry.
Cosmetic scientist Julian Sass responded that 'none of the sunscreen filters on the market have any evidence to suggest that they are harmful or toxic to human health when used as directed.' Industry commentators framed the campaign as intentionally provocative marketing rather than science.
Questions we get a lot
Is it true that sunscreen is poison?
No. Cosmetic scientists responding to the 2025 campaign stated there is no evidence that approved sunscreen filters are harmful or toxic when used as directed. The claim was part of a deliberately provocative ad campaign for a competing product, not a finding from research. Sunscreen filters are among the most studied ingredients in personal care.
Does beef tallow actually provide SPF?
Tallow is an emollient that can moisturize skin, but on its own it is not a tested UV filter. In a tallow-based SPF product, the protection still comes from the regulated sunscreen actives, not the animal fat. Relying on tallow alone for sun protection is not supported by evidence.
Why did dermatologists react so strongly to the campaign?
Experts worried that telling people their sunscreen is poison could discourage daily use and increase sun damage and skin cancer risk. The backlash centered on the campaign framing safe, tested products as toxic to sell an unproven alternative. Several scientists publicly corrected the claim to protect consumers.
FYP question: 'A brand on my feed says all sunscreen is poison and I should use beef tallow SPF instead - is that real or just marketing?'