Sunscreen that doesn’t feel like sunscreen and works as hard as skin care: the ‘beautification’ of sun care is just getting started
Brands such as Byoma are responding to consumer demands for sun care products to deliver noticeable beauty benefits
Choose from a glowing, dewy or matte effect, options that use hero skin care ingredients to deliver deep hydration, reduce the appearance of dark spots, fine lines and pores or maybe a product that creates the perfect make-up base.
Today’s sun care products are in many ways indistinguishable from skin care products, and this is exactly what brands have been striving for.
By repositioning sun protection within the realm of beauty, and with the added benefits that come as a result, sun care has entered a dazzling new space.
Brands have launched sunscreen that doesn’t feel heavy or greasy, protection that doesn’t pill under make-up and SPFs that avoid leaving a white cast or clogging pores, thereby eliminating the downsides to wearing sun care.
And they have beauty-boosted their SPF barriers with the aim of reducing other barriers – those that have led to restricted daily and frequent usage – through products that make it more appealing than ever to use sun protection.
Such products are clearly in demand. According to Glimpse, interest in 'glowing sunscreen' on platforms including TikTok and LinkedIn grew by 91% during the year ending May 2023 compared to the prior year.
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