Abi Cleeve is the Managing Director of Ultrasun UK and one of the driving forces behind the brand’s growth and success in the British market.

Her journey with Ultrasun began unexpectedly in the late 1990s while on holiday with her young twins. Struggling to find sun protection suitable for their sensitive skin, Abi discovered a Swiss sunscreen that worked when others didn’t. The product was Ultrasun. At the time it was only available in a handful of pharmacies in Zurich, but its effectiveness made such an impression that Abi contacted the company directly and travelled to meet its founder, Tazio Tettamanti, the scientist behind the original formulation developed in 1992. 

Inspired by the technology and the clear need for better sun protection awareness, Abi left her job and set out to bring the brand to the UK. Starting with little more than a phone and the Yellow Pages, she personally contacted pharmacies across the country to introduce the concept of advanced UVA and UVB protection, long before it became a mainstream conversation in skincare. 

Over the following two decades, Abi helped establish Ultrasun as one of the UK’s most trusted sun protection brands. Under her leadership the range has expanded from a single formula into a comprehensive portfolio of high-performance SPF products for face and body, known for their long-lasting protection and skin-friendly formulations. 

Education has always been central to Abi’s approach. From the earliest days of introducing Ultrasun to pharmacists and clinics, she has championed the importance of daily UV protection and clear, honest communication about SPF. Her customer-first philosophy, listening closely to consumer concerns and simplifying complex skincare science, continues to shape the brand today. 

In addition to leading Ultrasun UK, Abi has used her expertise in long-lasting lamellar formulations to innovate across the wider skincare category. But at the heart of her work remains the same mission that inspired her decades ago: helping people protect their skin with products that are effective, reliable and easy to trust.

Today, Abi continues to guide the growth of Ultrasun while championing education, innovation and accessible sun protection for everyone.