The Ordinary is returning to the sun care market with a serum-textured SPF after discontinuing its debut cream sunscreen years ago due to consumer issues.
UV Filters SPF 45 Serum will launch on 6 May and is formulated with FDA-approved chemical filters, which the Deciem-owned brand said delivers a lightweight, high-SPF sunscreen that does not leave a white cast.
The skin care company originally made its debut into sun care back in 2018 with Mineral UV Filters SPF 30 with Antioxidants, but the product received mixed feedback.
With some consumers stating the product’s mineral formula texture was too thick and others claiming it left a white cast, The Ordinary discontinued the product in October 2023 and went back to the lab to formulate a new sun protectant.
UV Filters SPF 45 Serum has been years in the making and taps into the serum boom, which is one of the fastest growing SPF formats.
“Sun protection is one of the most important steps in any skin care routine, so we never put to rest the idea of launching a new sunscreen,” Rita Silva, Senior Manager, Scientific Communications and Brand Engagement at Deciem, told Cosmetics Business.
“Our previous formulation with a mineral, non-nano formulation… ultimately did not
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