Despite not taking their typical beach vacations, Americans still sought out the sun during 2020. The Outdoor Industry Association reported a surge in outdoor activities such as running, cycling, and hiking during April, May, and June of that year—activities that naturally increase sun exposure. Dermatologists and health experts consistently remind us that the sun’s harmful rays are ever-present and that even minimal exposure can elevate the risk of skin cancer and accelerate the appearance of aging, including fine lines, wrinkles, and spots.
This is a crucial message that consumers must hear repeatedly.
“Every single day, throughout the entire year, we are subjected to sunlight, and sun exposure during outdoor activities like hiking, biking, or walking can be just as intense, if not more so, than what one might experience on a traditional vacation,” explains Joshua Williams from Neutrogena, who oversees claims strategy for the Johnson & Johnson brand. “Photodamage occurs whenever unprotected skin is exposed to the sun’s ultraviolet (UV) rays, meaning that regardless of a pandemic, exposed skin is always vulnerable to sun damage when enjoying outdoor time.”
Williams emphasizes the importance of consistent and intentional sunscreen application, highlighting its well-documented benefits for skin health. Proper sunscreen usage effectively blocks UVA and UVB rays from penetrating the deeper layers of the skin, significantly reducing the risk of developing skin cancer.
“From a cosmetic standpoint, incorporating a reliable SPF into your skincare routine is essential for preserving youthful skin. Regular sunscreen use can slow down the formation of wrinkles, fine lines, and hyperpigmentation that sun exposure can cause,” he adds.
To cater to evolving consumer preferences, sunscreen manufacturers are enhancing their product aesthetics, focusing on creating easy-to-apply formulas that offer robust protection without noticeable residue, which is often a drawback of traditional sunscreens.
“Today’s consumers are actively seeking sunscreens that provide excellent protection without leaving behind an unsightly residue. Regularly using sunscreen is one of the best methods to maintain a youthful skin appearance while shielding against the accelerated aging effects of sun exposure,” states Williams.
Neutrogena’s Ultra Sheer product line remains a top choice among consumers, according to Williams, as it delivers powerful sun protection options for various preferences and occasions. The line features lightweight lotions that dry quickly to the touch, alongside convenient outdoor options like sticks and body mist sprays. Recently, Neutrogena introduced a broad-spectrum SPF 55 face mist, a new addition that complements its existing offerings.
Sun care sales in mass markets witnessed a decline for the first time in years, as shown by IRI data.
“We listened to our consumers’ requests for specially formulated face products, which inspired the development of our oil-free face mist, designed to refresh instantly with an invisible finish,” shares Frank Sun, R&D manager. “Our team utilized our extensive expertise in creating Helioplex Technology to maintain the same high Ultra Sheer standards of superior, clinically proven UVA/UVB protection in this innovative face-forward format.”
Encouraging all consumers to adopt daily sun protection remains a primary goal for dermatologists, but many face compliance challenges due to products that do not cater to diverse skin tones.
“Incorporating SPF into your skincare routine is vital for skin health. SPF should be an integral part of every individual’s skincare regimen,” asserts Christin Powell, co-founder and CEO of Kinship, a clean beauty brand.
For Powell, developing an effective facial SPF product involves addressing several key challenges.
“We recognized multiple pain points within the SPF market. Firstly, many products fail to offer genuine skincare benefits; secondly, few are formulated with safe, clean ingredients that are enjoyable to apply; thirdly, most mineral sunscreens leave a notable white cast on darker skin tones; and finally, numerous sunscreens can exacerbate acne, leading consumers to avoid them and subsequently risking sun damage, or worse, potential skin cancer,” she explains.
Kinship has addressed these concerns with its Self Reflect product—a mineral-based, moisturizing skincare item with SPF 32 that aids blemish-prone skin, balances the skin microbiome, and is sheer, reef-safe, non-greasy, leaving a radiant finish.
“The aesthetic aspect is incredibly important since consumers often harbor negative perceptions of sunscreens—they tend to be greasy, thick, hard to remove, and many mineral formulations leave an unattractive ghostly appearance. Our goal was to create a product that truly excels in aesthetics,” Powell tells Happi.
According to Powell, the ideal blend of natural minerals and turmeric gives the product its peach-pearl color, allowing it to seamlessly blend into various skin tones.
Additionally, the formulation includes Kinbiome, a proprietary plant-based pre-probiotic that supports the skin microbiome and helps with blemish-prone skin, along with red raspberry seed oil, which is abundant in omega fatty acids, providing excellent moisturizing and anti-inflammatory benefits.
“Kinship Self Reflect has revolutionized the sunscreen category. Consumers quickly embraced its innovative formula and effectiveness, addressing many common SPF issues,” Powell notes, adding that her brand also educates users on how to apply sunscreen effectively, particularly for darker skin tones, to achieve optimal blending without the unwanted white cast.
The product has garnered a loyal following and appeared on numerous best facial SPF lists last year. Powell mentioned that Kinship had to “rapidly adapt to increase production to meet rising demand.” In January, Kinship launched a value-sized package that is double the size of the original bottle.
“There is immense potential for innovation within the SPF category, and we are excited by the challenge,” Powell states.
Other brands are also improving their SPF products to better cater to a variety of skin tones.
AbsoluteJOI, founded by Dr. Anne Beal, MD, recently introduced a Daily Hydrating Moisturizing Cream with SPF 40 Mineral Sunscreen. This product is designed for daily use by African American women, combining makeup, moisturizer, and SPF into a single nourishing solution that not only protects against UV radiation but also blocks up to 59% of HEV blue light, all while leaving no white cast, according to the brand.
Dr. Dennis Gross Skincare has launched an All-Physical SPF Lightweight Wrinkle Defense SPF 30, which is set to debut on Sephora.com this month. This oil-free sunscreen is formulated with non-nano zinc oxide, lingonberry (rich in vitamins C and E), and sea buckthorn, which absorbs high-energy blue light. It integrates well with all skin tones without leaving a pasty residue and has been tested on Fitzpatrick skin types 1-7 with no visible white cast.
Vichy has released a facial SPF called Capital Soleil Tinted 100% Mineral SPF 60 Sunscreen, described as an ultra-lightweight face lotion with 100% mineral sunscreen UV filters and a sheer tint for a healthy glow. This product is water-resistant for up to 80 minutes, fragrance-free, and suitable for all skin types, including sensitive skin, according to the brand.
Encouraging consumers to adopt daily sun protection is a common objective among all stakeholders in the industry.
“We believe that sunscreen application should be a daily habit throughout the year, as SPF is essential for safeguarding your skin’s long-term health, whether you’re heading to the beach or taking a casual stroll in your neighborhood,” says Christina Saikus, senior brand manager at Banana Boat. “Our diverse range of products meets the unique needs and preferences of our consumers, allowing them to find the perfect fit for their daily routines.”
Banana Boat’s formulation team has developed products that cater to sensitive skin issues. Their Sensitive Mineral Enriched C-Spray SPF 50 is a mineral-enriched option that offers the convenience of a continuous spray, while the Banana Boat Sensitive Lotion SPF 50, a 100% mineral lotion, has received the National Eczema Association Seal of Acceptance. Both formulations feature hypoallergenic, naturally sourced zinc, free from added oils or fragrances, and are made without parabens. Saikus notes that the lotion is an excellent choice for daily use as part of a morning skincare routine, while the C-spray is ideal for “endurance activities” such as hiking and biking.
“Banana Boat’s overarching mission is to ensure families can enjoy outdoor activities by providing sun protection that gives them peace of mind, allowing them to say ‘yes’ to more fun in the sun. We understand that outdoor fun has taken on a different shape for families this year, which is why we’ve refined our messaging across all platforms to focus on activities that can be done close to home,” she explains.
Last summer, as families spent most of their time at home, Banana Boat collaborated with Dancing With the Stars’ Allison Holker to share backyard dance routines and obstacle courses on social media. This summer, the brand plans to launch a new initiative centered around outdoor family fitness, according to Saikus.
For family sun protection, Banana Boat introduced several new SKUs this season. Their Kid & Baby Mineral and Mineral Enriched products now include a mineral-enriched C-spray with SPF 50 and a lotion with SPF 50 that are reef-friendly, tear-free, and easy to apply.
Banana Boat has also innovated its products with an aesthetic focus, making it easier for parents to apply sunscreen to their children. For instance, they’ve launched Banana Boat Kids Mineral Foam, which comes in two variants—a green foam with an apple scent and a blue foam with a berry scent. These colorful foams are designed to be fun for kids and provide parents with a visible application indicator before drying clear on the skin.
“This offers a modern solution to the longstanding challenge of applying sunscreen on fussy kids, transforming it into an interactive and enjoyable activity while still providing the trusted sun protection we’ve offered since our inception,” says Saikus.
Hawaiian Tropic also encourages consumers to think about sun protection year-round.
“We view sun care as an essential part of your daily skincare routine, and our messaging aligns with the range of Hawaiian Tropic products and ingredients. Our product lineup includes skincare essentials to ensure you receive your daily dose of SPF, whether you’re preparing for an outdoor hike, heading to the beach for surfing, or getting ready in the morning before working from home,” says Heather Choe, brand manager.
Hawaiian Tropic provides a variety of products suitable for the beach, pool, hiking, biking, and other outdoor activities, along with new formulations like dry mist and milk options that Choe describes as ideal for morning skincare routines and winter SPF application, respectively.
Hawaiian Tropic Silk Hydration Weightless Dry Mist in SPF 15 and 30 features a blend of coconut, argan, grapeseed, and olive oils. This lightweight dry oil mist offers ultra-hydration while leaving a non-greasy glow on the skin. Additionally, it is reef-friendly and PETA-certified cruelty-free. The brand’s Mineral Skin Nourishing Milk in SPF 30 and 50, as well as the Mineral Skin Nourishing Tinted Facial Milk SPF 30, are enriched with botanicals inspired by Hawaii, such as coconut and kukui nut, providing lightweight but long-lasting moisturization.
For those seeking a sun-kissed glow without sun exposure, Hawaiian Tropic has introduced a sunless tanning collection that includes light/medium and dark self-tanning foams, express tan foam, and gradual tan lotion. Similar to its SPF offerings, the sunless tanning products are enriched with vitamin E and hydrate the skin while delivering a natural-looking glow with a tropical scent. These formulations are transfer-resistant and free from parabens, as stated by Hawaiian Tropic.
Also making strides in the sunless tanning market is Bali Body, which recently launched its first express aerated foam product. The new 1 Hour Express Self Tan is currently the fastest developing self-tan in the brand’s best-selling range, providing a dark and natural-looking tan through a formula infused with nourishing oils and vitamin E.
Australian Gold’s latest innovation is a plant-based SPF lotion. With the highest concentration of aloe vera, this lotion soothes, softens, and moisturizes the skin while the fatty acids in coconut oil provide intense hydration, making it gentle enough for sensitive skin. When used as directed, this product has been shown to reduce the risk of early skin aging and protect against UVA, UVB, blue light, and infrared light, according to the company. Options include SPF 30, 50, and 70 lotions, as well as an SPF 50 for the face.
A law banning the sale of sunscreens containing oxybenzone and octinoxate is now in effect in Hawaii, compelling marketers who wish to sell their products locally to comply with these reef-safe regulations.
This goal has always been at the forefront for Raw Elements USA, an indie brand dedicated to creating products that Founder Brian Guadagno claims are safe for both consumers and the planet. All Raw Elements sunscreens are NPA Certified Natural, non-GMO, cruelty-free, and reef-friendly, relying solely on non-nano zinc oxide as the active ingredient.
Earlier this year, Raw Elements partnered with Target and The Kohala Center to install touch-free sunscreen dispensers filled with their sunscreen at Kahalu’u Beach Park in Kona, Hawaii, supporting local coral revitalization efforts. Their sunscreen dispensers are also available in Rhode Island (where Guadagno served as a lifeguard for many years), the Waikiki Aquarium, and onboard marine biologist Ocean Ramsey’s One Ocean Dive & Conservation boats.
In a new initiative for 2021, Raw Elements USA and Ramsey launched the Ocean Ramsey/World Reef Day Signature SPF 30, a compostable stick and fully zero-waste product; proceeds from sales will benefit marine conservation efforts through Raw Elements’ commitment of 1% For The Planet.
Raw Elements is also increasing its shelf presence, supported by major retailers eager to expand their offerings of sunscreens that comply with regulations and meet consumer demands. The brand has recently launched its products in Target locations across Hawaii and Florida, where the retailer is focused on promoting reef safety legislation. Additionally, REI has expanded the Raw Elements SPF product range to all its stores.
“Retailers are increasingly investing in clean, safe sunscreens that are beneficial for both people and the environment,” Guadagno tells Happi.
The brand is also addressing product packaging, implementing significant changes this year. For instance, Raw Elements is introducing aluminum tubes for its Tinted Face Moisturizer SPF 30 and Daily Moisturizer SPF 30; its Face+Body SPF 30 will be released in 100% recyclable Bio Plastic, green polyethylene with a favorable carbon footprint; and all SPF Lip and SPF Face Sticks will transition to 100% PCR polypropylene. Lastly, its Face+Body & Tinted Face SPF 30 tins will now feature direct printing, eliminating the need for BOP material labels, making them entirely zero-waste packages.
“We take a comprehensive approach to protecting both humans and the environment, from our ingredients to our finished products, including packaging and delivery systems. As a pioneering indie brand in the sun care space, we have a responsibility to offer product solutions and create educational initiatives that foster positive changes in industry and consumer practices,” says Guadagno.
Edgewell’s powerhouse brands are also introducing more reef-safe products.
“Hawaiian Tropic is deeply rooted in our Hawaiian Values – Care (Malama), Responsibility (Kuleana), Harmony (Lokahi), and Community (‘Ohana). This philosophy places people, animals, and our planet at the center of everything we do. Our reef-friendly and cruelty-free expanded product line enables consumers to enjoy their best lives in the sun while also caring for the planet,” states Choe.
According to Saikus, Banana Boat has prioritized a completely reef-friendly portfolio for years, and now nearly 100% of its products are reef-friendly (with the exception of the brand’s SPF 100 products).
“These products allow our customers to enjoy their time in the sun while remaining mindful of their love and care for the earth,” adds Saikus.
The rapidly growing sun care brand Sun Bum has launched two facial sunscreen products that are also reef-safe. Sun Bum’s SPF 45 Sunscreen Face Mist was developed as a daily go-to facial SPF, according to Ashley Aron, vice president of marketing. This formulation offers sheer, lightweight protection suitable for daily use, containing active ingredients such as avobenzone, homosalate, octisalate, and octocrylene, along with witch hazel to soothe sensitive skin. Sun Bum’s new Moisturizing Face 70 is a lightweight sunscreen lotion specifically designed for daily broad spectrum protection while keeping skin balanced and hydrated with vitamin E. It absorbs easily for an ultra-sheer finish without greasy residue and remains water-resistant for 80 minutes. Additionally, Sun Bum has introduced a hand cream with SPF 15, marketed as an ultra-hydrating, non-greasy formula that utilizes a 100% natural sugar-based complex to keep hands moisturized for 24 hours.
Recent data reveals a growing consumer interest in the Sun Bum line, which was established in 2010 and acquired by SC Johnson in 2019. In a sluggish market, Sun Bum’s sales surged by an impressive 56.2%, according to IRI data (see chart).
“It’s well-known that small and local businesses were blindsided by the global pandemic. We all faced challenges. Fortunately, we were able to explore new ways to support our retailers, engage our community, and encourage people to stay protected whenever they ventured outdoors,” explains Aron.
As spring approaches in North America, sun care manufacturers are hopeful that their latest products will inspire consumers to apply sunscreen and safely enjoy much-needed outdoor time.
“Everyone requires some vitamin D. However, we must also protect ourselves from the sun’s dangers daily,” states Aron from Sun Bum. “Our inspiration for 2021 innovation has been to introduce new formats that reinforce and simplify daily SPF protection. We also urge our community that if they stay outdoors for more than 10 minutes, they should apply sunscreen—regardless of the brand, just make sure to use it.”
Efforts to seamlessly integrate sun protection into daily routines will not only promote overall skin health but will also be beneficial for manufacturers as consumers begin to view sun protection as an all-season necessity.
A comprehensive list of new sun care ingredients follows.
Below are new ingredients available for use in sun care products from industry suppliers. For more information on the materials mentioned, please contact each company directly.
Florham Park, NJ
(800) 962-7831
CareCreations-NA@basf.com
www.carecreations.basf.us
Z-COTE HP1 X
INCI: Zinc oxide, triethoxycaprylylsilane
Application: Sunscreen lotion, stick, spray
Percent Usage: Up to 25% active amount
Comments: Z-Cote HP1 X is a highly effective mineral UV filter that offers reduced whitening on the skin in sun care formulations. This nano powder can be utilized in various formulations, including lotions, sticks, and sprays.
Indianapolis, IN
(267) 889-9861
Shannon.Hart@CLMT.com
https://penreco.com/
VERSASTIQUE Clear ML 5T
INCI: C12-15 Alkyl Benzoate, Butyl Stearate, Isostearyl Alcohol, Hydrogenated Styrene/Butadiene
Copolymer, Dibutyl Lauroyl Glutamide, Dibutyl Ethylhexanoyl Glutamide, Pentaerythrityl Tetra-Di-t-Butyl Hydroxyhydrocinnamate
Percent Usage: Up to 80%+
Application: Sunblock/sunscreen, lip protection, After-sun cooling sticks
Comments: VERSASTIQUE CLEAR ML 5T is a crystal clear solid stick form of C12-15 Alkyl Benzoate providing a light, non-greasy skin feel for clear suncare stick applications. It is a multifunctional material that simplifies the creation of solid sticks while stabilizing and protecting active ingredients. Studies demonstrate the water-resistant properties of the Versastique Clear series enable higher SPF post-immersion versus static or pre-immersion values, making it an attractive base for clear, high-performance sunscreen sticks.
VERSASTIQUE Low Melt SQ 5T
INCI: Squalane, Butyl Stearate, Isostearyl Alcohol, Hydrogenated Styrene/Butadiene
Copolymer, Dibutyl Ethylhexanoyl Glutamide, Dibutyl Lauroyl Glutamide, Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate
Percent Usage: Up to 80%+
Application: Sunblock/sunscreen, Anti-aging SPF, After-sun cooling sticks
Comments: VERSASTIQUE LOW MELT SQ 5T is a clear solid stick form of Squalane, derived from sugar cane, which moisturizes and treats the skin without leaving a greasy residue. It is a multifunctional material that simplifies the formulation of solid sticks. The low melt point facilitates the incorporation of heat-sensitive ingredients and allows for safer processing temperatures. Studies conducted on the Versastique SQ demonstrate that it enhances the anti-aging efficacy of Squalane, making it an excellent choice for clear sunscreen sticks with anti-aging properties.
VERSASTIQUE Low Melt ME 5T
INCI: Hydrogenated Polyisobutene, Butyl Stearate, Isostearyl Alcohol
