Kiss My Face is sponsoring Swim Across America, as it has been every year since 2013 – but this year, the brand is partnering with Whole Foods Market as well. For every sunscreen sold at the retailer’s locations nationwide, from Memorial Day through July 4th, $.10 will be donated to Swim Across America.

Swim Across America is a non-profit organization dedicated to raising awareness and funding for cancer research, prevention and treatment, andhas raised over $60 million since its inception, benefitting organizations such as Dana-Farber Cancer Institute in Boston, Memorial Sloan-Kettering Cancer Center in New York City and Rush University Medical Center in Chicago, among others.

Kiss My Face offers a variety of sunscreen options, some of which are packaged in bright orange tubes, as shown above.