As global regulations and crackdowns changed the trajectory of sunscreen formulation, labelling and ingredient inclusion, 2025 was a turbulent year for the suncare category. In 2026, manufacturing challenges arise around efficacy, claims and quality control, while Gen Z’s hunger for tanning presents new safety concerns.

Brands are continuing to seek engagement with younger consumers by prioritising their demands from beauty: cool branding, playful scents and colour cosmetic hybrids. Gen Zalpha – the sweet spot between Gens Alpha and Z – is the big commercial next bet, and brands will need to seek out novel ways to embed SPF into their daily beauty and personal care routines. 

The thick, heavy feel of traditional sunscreens is one of the most common reasons people don't apply sun protection. New launches promise to elevate the experience of applying sunscreen to encourage daily use. K-beauty remains the benchmark for sensorial superiority, with innovative, weightless and milky, skin-friendly textures.

Largely seen as an everyday personal care category akin to oral care, suncare is being revitalised through luxury branding and high-performance formulas that promise much more than sun protection alone. 

This year, sunscreen gets personal by focusing on skin sensitivities, colour-correcting formulas and new concern areas such as the scalp.