What is it and what's the USP? A high quality protective sunscreen that is also 100% scientifically proven coral safe, eco-compatible and marine positive. It's available in three photo-stable sun filters SPF 15 (£40, aethic.com), SPF 25 (£44), SPF 40 (£53).
Why the name? AETHIC is the company name. Sôvée is derived from sauvée the feminine past participle of 'to save' i.e. saved applying to skin (la peau) and the sea (la mer) which are both feminine.
How new is it? It launched this summer.