Binda Botanicals: sun screening all Australians
When Wade Krueger, Managing Director and Founder of Binda Botanicals, was growing up in Redcliffe, days at the beach were a big part of family life.
His adopted mother would always make sure her children were protected from the harsh Queensland sun.
“Mum would absolutely cover my brother, sister and me with sunscreen, without fail.” Wade recalls. “It’s a strong memory that stuck with me. She would put it on us but forget about herself.”
As the years passed, Wade watched his mother undergo surgery after surgery to remove melanomas caused by years of sun exposure. The woman who had always protected her children had rarely stopped to protect herself. Those experiences stayed with Wade and would eventually inspire him to create Binda Botanicals.
Australia has one of the highest skin cancer rates in the world. In 2025, an estimated 17,000 Australians were diagnosed with melanoma, the deadliest form of skin cancer.
More than two in three Australians are expected to be diagnosed with some form of skin cancer during their lifetime.
Wade’s journey of identity has also shaped the business. Adopted into a non-Indigenous family, he did not learn about his Aboriginal heritage until his late teens. Reconnecting with his Ma:Mu family and culture became a significant part of his life and continues to influence the values behind Binda Botanicals today.
Today, he is proudly connected to his Ma:Mu family from North Queensland and has ties to Goerang Goerang Country on the Fraser Coast.
Combining his love and traditions of both families, Wade founded Binda Botanicals.
The name Binda comes from the Ma:Mu word for waterfalls, reflecting both Wade's cultural heritage and the natural ingredients and sustainability principles that sit at the heart of the business.
“Sun safety is important for everyone and all skin types. I know and appreciate the health disparities experienced by First Nations people, and Binda is my commitment towards better health outcomes.”
Binda Botanicals produces a vegan sunscreen range crafted with 100% organic Australian ingredients. Their products are SPF50 certified and dermatologically tested offering broad spectrum ultraviolet (UV) protection, while being reef-safe to help protect marine ecosystems from harmful chemicals.
Binda also works closely with Supply Nation Certified Supplier Kulbardi, Australia’s largest Indigenous-owned holistic workplace supplier
Driving sales through innovative channels such as corporate organisations with a large outdoor workforce is a priority for their teams.
“Our focus is on creating products of the highest quality. Now is the time to scale up, while making sure we can meet increasing demand and continue delivering for our customers.”
While international expansion is part of Binda’s long-term vision, the immediate focus remains on strengthening its presence in the Australian market.
Sustainability and ethical practices are embedded throughout the business. Binda is against animal testing and animal-derived products, ethically sources its materials and uses recyclable packaging. Their partnership with Seven Clean Seas actively helps remove plastic waste from the world’s oceans.
Supporting communities is another cornerstone of the business. As a proud Indigenous-owned company, Binda Botanicals regularly donates sunscreen products to First Nations organisations, community events and sporting activities, helping ensure families, children and community members can stay protected while enjoying the outdoors.
The Binda range includes baby and kids’ sunscreen, mosquito protection and face and body screen with native Kakadu Plum.
“There have been significant consumer concerns recently as to the validity of sunscreen SPF ratings. It’s very important that Binda maintains our commitment to the highest quality standards and appropriate certification,” says Wade.
“Our sunscreen is more than just a protective barrier; it’s an investment in your health, the environment, and a commitment to sustainability and ethical practices.
“Binda Botanicals is the result of two worlds coming together – the values I learned from my adopted family and the culture I reconnected with through my Ma:Mu heritage. If our products help protect families from the experiences my mum went through, while creating opportunities for First Nations communities, then we’re achieving exactly what we set out to do.”
