La Roche-Posay has launched its first Anthelios sunscreen comprising bemotrizinol (BEMT), the first UV filter approved by the U.S. Food and Drug Administration (FDA) in more than 25 years.
The L’Oréal-owned dermatological beauty brand’s new Anthelios UV Defense SPF 50 Sunscreen in the US features an amplified Cell-Ox Shield complex to provide 16-hour antioxidant and anti-pollution defence to protect against environmental damage.
Although BEMT has been used in sunscreens in Europe and Asia for several years, the FDA only added it to its list of US permitted sunscreen active ingredients this summer, the first new ingredient approved for use in over-the-counter SPFs in the country since 1999.
La Roche-Posay’s 40-year-old Anthelios SPF franchise is known as a category-defining sun care range and a bestseller for the brand.
"BEMT may be new to US sunscreen formulations, but it is a filter La Roche-Posay already knows well," said Steve Lynch, Associate VP of Skincare Development and Scientific Valorization, North America, at L'Oréal Groupe.
"Our teams have years of experience formulating with BEMT internationally.
“What matters is not simply adding a new UV filter, but understanding how it works within the complete filtering system and formulation to deliver effective protection, stability and a strong consumer experience."
La Roche-Posay’s proprietary Cell-Ox Shield technology is said to be amplified with litchiderm and EXO-P to help defend against sun-damaging free radicals for up to 16 hours.
The brand claims that litchiderm, a litchi pericarp chinensis extract, supercharges antioxidant defence against oxidative stress, while EXO-P, an alteromonas ferment extract, acts as a biomimetic shield against urban pollution and smoke.
The sunscreen has a lightweight, milky texture and claims to leave no white cast, while offering up to 24-hour hydration.
"One in five Americans will develop skin cancer in their lifetime, yet only 11% wear sunscreen every day,” said Grace Riggenbach, GM, La Roche-Posay US.
“Closing that gap means addressing the barriers to daily use, especially for those with sensitive skin.
“That is why I am especially proud to introduce La Roche-Posay Anthelios UV Defense SPF 50 Sunscreen with BEMT, bringing together advanced photo-protection and an elegant sensory experience in a lightweight formula with a natural, dewy finish.
“Our goal is simple: make sun protection something people want to wear every day."
La Roche-Posay’s Anthelios UV Defense SPF 50 launched on 20 October, retailing at US$39.99.
It has been dermatologist tested and is suitable for sensitive skin.
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