Serious SPF: Sunscreen Innovation 2025
Published 26 May 2025
Despite challenges presented by social media misinformation and regulatory red tape in the US, the $15bn global suncare market is thriving, with growth stemming from Asia-led innovation in ingredients, textures and formats. Clever Gen Z start-ups with achingly cool branding are building a lifestyle around suncare (including merch), while mineral sunscreens emerge as a leading trend for people and the planet.
Overcoming Market Challenges
Gen Z Sunscreen Drivers
Innovation in Texture, Claims & Application
Meeting Sustainability Benchmarks
Driven by questionable celebrity advice, tradwife misguidance and a social-media-led anti-sunscreen movement, a lack of education on sun damage, ultraviolet (UV) rays and chemical compositions is thwarting adequate use of sun protection. Meanwhile, antiquated Food and Drug Administration (FDA) regulations in the US hinder development and export in a key market for suncare.
Driven by questionable celebrity advice, tradwife misguidance and a social-media-led anti-sunscreen movement, a lack of education on sun damage, ultraviolet (UV) rays and chemical compositions is thwarting adequate use of sun protection. Meanwhile, antiquated Food and Drug Administration (FDA) regulations in the US hinder development and export in a key market for suncare.
With preventative ageing top of mind for Gen Zers, this demographic is leading the charge on sunscreen use, and expectations are high. Cool independent brands and luxury players tackle the challenge of boosted SPF with anti-ageing-active-spiked formulas, ultra-hip branding and make-up-ready textures.
Skincare-forward formulas are leading the charge in sunscreen innovation, especially those with textures and finishes that mimic the experience of lightweight serums and cooling gels. In formats, sticks, mists and patches continue to excite.
As brands encourage everyday use, sustainability becomes increasingly important. A new guard of mineral sunscreens challenges the notion that eco-friendliness comes at the cost of sophisticated textures and finishes, while natural SPF booster ingredients allow formulators to reduce their reliance on coral-reef-destroying synthetics.
Serious SPF: Sunscreen Innovation 2025
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