Innovative Launches in the Suncare Market

First developed almost a hundred years ago, sunscreen and sun-protective products can be found on the shelves of most retailers. It is a personal care product that most of us use regularly; depending on where you live, you might even use it daily. So with such a secure history and being such a staple product, we may be fooled into thinking that there is little room for innovation in the suncare industry. However, that isn’t the case. Join Mintel as we uncover some of the most innovative suncare launches from recent years, and explore some of the key areas of disruption and development in the global sunscreen industry.

Our extensive Global New Products Database (GNPD) unveiled that, since 2018, there has been an increase of over 25% of launches that have a sustainability claim in the global suncare market. This highlights how sustainability has become a key concern for consumers. As sustainability continues to be a critical focus in the suncare market, brands are adopting sustainable packaging options like recyclable materials and plastic-free packaging.

However, some forward-thinking brands are it taking a step further and are innovating with reef-safe and eco-friendly formulations. One example is the American brand Everyday California’s Mineral SPF30 Reef Safe Sunscreen Lotion, which prides itself on having a formula that is safe for reef wildlife. With ingredients like sea kelp and Vitamin E, and without parabens or UV filters, it is a product designed not only to keep skin safe from the sun but to keep wildlife safe too. Looking ahead, brands in the sunscreen industry need to look further than just skin protection. Sustainability in the suncare market is a multifaceted issue that involves addressing consumer concerns, adopting eco-friendly practices, and fostering global collaboration to harmonise standards.

There has been a clear uptick in general interest in skincare, with almost half of British women researching skincare ingredients before making a purchase. Skincare has become a titan industry of its own within beauty and personal care, and brands in the suncare market have the opportunity to tap into this growing trend by offering sun-protective products with multifunctional benefits that have the ability also to boost your skin’s health

Our suncare market research revealed that more than two-fifths of Chinese suncare consumers are interested in sun protection products that have additional benefits such as brightening and moisturising, while over three-quarters of sunscreen users in the US agree that it’s worth paying more for sunscreen products that have additional skincare benefits. An Indonesian beauty brand, Dear Me Beauty, has successfully leveraged this consumer demand with their Skin Barrier Sunscreen Gel. By positioning their product as a solution for both sun protection and skin repair, complemented by intense moisturisation, they’ve successfully tapped into a lucrative market segment. This multifunctional approach not only satisfies consumers’ desire for convenience but also reinforces the idea that skincare and suncare are interconnected aspects of a comprehensive beauty routine.

A persisting issue in the sunscreen industry has been the white paste that many formulas leave behind on the skin. This can be an especially frustrating issue for consumers with darker skin tones. Current sunscreen consumption statistics indicate that sunscreen usage is far higher for White than Black, Asian and Mixed ethnicities (BAME) consumers. This unveils a significant inclusivity issue within the beauty market which compels the sunscreen brands to take a stand and ensure that their products cater to a racially diverse consumer base. It also highlights a unique opportunity for these brands to broaden their target market.

Innovative launches in recent years include sun protection products that blend more easily into darker skin complexions. Take, for instance, the American brand Kosås’ DreamBeam Comfy Smooth Sunscreen SPF 40. This sun protection product has a peachy-pink hue that has been specifically designed to help neutralise the natural bluish-white colour of zinc oxide, making it more suitable for various skin tones. It also enriched with ceramides and peptides, thereby offering additional skin benefits. This innovative product showcases how brands must move beyond fulfilling basic consumer needs such as providing sun protection. Instead, they must and align their efforts to create inclusive sunscreen solutions that respect and address various consumer needs and preferences.

In the suncare market, brands are facing an increasingly competitive landscape full of numerous choices, triggering a wave of sunscreen innovation. This innovation is not just about efficacy but also about texture, formula and user experience.

The adaptation of new and cutting-edge textures and formulas is especially notable in the Asia-Pacific (APAC) suncare market. One fifth of Indian suncare users would like to try new innovative suncare formats, such as powder formulations, that are easy to apply. Here, the quest for sunscreen evolution has led companies to draw inspiration from facial skincare products. They are reimagining sunscreens to create a luxurious and sensorial experience. Innovative sunscreen products now include formulations like ampoules, water-oil bi-phase formulas, and even formats like balm-to-powder.

Moreover, brands are also devoting resources to improve sunscreens’ sensory characteristics, intending to make sun-protection products more enticing and effortless to apply. A standout example of this trend is the Japanese brand Tatcha’s Silk Sunscreen. The product’s signature feature is its hyper-hydrating formula, combined with a feather-light feel. Unlike traditional sunscreens that are often greasy and heavy, this product is uniquely lightweight and comfortable. Its unique texture is a crucial selling point that differentiates it from its competitors, while simultaneously catering to skincare enthusiasts who crave elevated textures.

Although in the past suncare has been viewed as a personal care necessity, and as something to keep people safe and healthy, it hasn’t always been approached with innovation and creativity. With the skincare industry becoming increasingly valuable and diverse, and the beauty industry looking to adapt its products to fit social concerns, suncare brands around the globe have innovated their products by listening to consumer demands. With products that are informed by concerns surrounding sustainability, skin protection, and inclusivity, brands in the sunscreen industry are offering products that push beyond necessity and speak to consumer preferences creatively.

Uncover the latest trends in consumer behaviour today, and explore our extensive Beauty and Personal Care Market Research!

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