Sunscreen Gets a Glow-Up: from Reef-safe to TikTok-approved

Consumers now demand more from their sunscreen, expecting it to provide additional benefits such as hydration, anti-aging, or even makeup compatibility. SPF is increasingly integrated into multifunctional products to offer better value.
Consumers now demand more from their sunscreen, expecting it to provide additional benefits such as hydration, anti-aging, or even makeup compatibility. SPF is increasingly integrated into multifunctional products to offer better value.
LIGHTFIELD STUDIOS at Adobe Stock

The sun care market is rapidly evolving as consumer expectations shift towards health-conscious, sustainable, and multifunctional products, per a new Kline & Company report. Sunscreen has become an essential part of daily routines, reinforced by dermatologists and online influencers who emphasize its importance in preventing sun damage and maintaining skin health. According to Kline & Company, the U.S. professional sun care market grew by an impressive 21% in 2024, fueled by innovative dual-benefit products and a focus on inclusivity.

Key Drivers of Change in Sun Care

Hybrid Products

Consumers now demand more from their sunscreen, expecting it to provide additional benefits such as hydration, anti-aging, or even makeup compatibility. SPF is increasingly integrated into multifunctional products to offer better value.

Touch-free Innovations

Sunsticks and sprays are growing in popularity due to their convenience and increased focus on hygiene. These formats make reapplication easier and more appealing.

Regional Excellence

Australian and Asian brands lead the way in sun care innovation. Australia's strict regulations produce highly effective, reef-safe, and water-resistant options, while Korean sunscreens stand out for their lightweight, makeup-friendly formulations and affordability. 

Interactive Testing & Social Media Influence

Short-form online videos testing sunscreen efficacy have spotlighted brands that deliver on their promises. Tools like UV cameras and colorful formulations engage consumers, making sun protection more educational and fun.

Looking Ahead

As climate change and unpredictable weather patterns heighten concerns about skin health, the demand for advanced, lightweight, and highly effective sunscreens will grow. Fragranced or heavy formulations are expected to fade out, with brands like Ultra Violette setting the standard for innovation, such as mineral sunscreens using premium ingredients sourced from East Asia.

The sun care market’s evolution underscores the importance of balancing stringent testing with consumer-friendly features. With advances in formulation and design, sunscreen is becoming not just a necessity, but a seamless, enjoyable part of everyday life.


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