Sun care innovation is progressing at a pace the category has never seen before.
With new launches laced with beauty benefits, ingredients previously only found in skin care formulations, and formats that make them a dream to apply and reapply, sunscreen is no longer purely functional, it’s becoming aspirational.
There is progress at a consumer level too, as people become more educated about sun damage and sun protection.
“Consumers are learning at an earlier age what the sun does to our skin and how skin ageing works,” says Christin Powell, co-founder and CEO of Kinship.
“On social media and on the internet Gen Z are seeing photos of aged skin, primarily due to sun damage.”
“They’re watching influencers and learning from brands that sunscreen is not optional, it’s the number one thing you can do to protect your skin from ageing and make it look good.”
“They’re realising they need to put sunscreen on every day, so it’s become a different game now.”
But what will be the next trends to emerge in sun care? Cosmetics Business highlights three that are set to heat up the category.
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