Overcoming Market Challenges

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.

Gen Z Sunscreen Drivers

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.

Innovation in Texture, Claims & Application

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.

Meeting Sustainability Benchmarks

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.