Skincare Sets its Sights on Sun Care

Sun care is experiencing a golden era within the realms of beauty and skincare.

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The sunscreen market has seen a sudden surge thanks to the ‘beautification’ of sunscreen. No longer exhibiting white casts on the wearer’s face, sunscreens have been undergoing their own major facelift. According to Statista, the global sun care industry generated a revenue of $10.83billion (£8.68billion) in 2023 and projected to experience an annual growth rate of 4.14% (CAGR 2024-2028).

The development of sunscreen is finally penetrating the exclusion faced by consumers of medium to dark skin tones. According to research from the Boston Medical, 62% of tinted sunscreen products are only available in one shade. Skincare bran EltaMD launched a new deep tint SPF within their UV Clear and UV Daily collections on May 13, the bestselling products beloved by Hailey Bieber, Sydney Sweeney, Kendall Jenner more.

UV awareness is rising

The increasing consumer concerns relating anti-aging and skin cancer have a combined effect in driving the sunscreen retail market up. Similarly, skincare’s obsession with anti-aging saw 69% of sun care users stating concerns about skin ageing encourage them to use sun protection products. Meanwhile, 86% of sun care users put their sun protection use down to concerns about skin cancer. Increasing awareness is spreading as to the dangers of sun exposure, “going any shade darker in the sun can lead to non-melanoma and also melanoma skin cancer,” explains Dr Sweta Rai, skin cancer surgeon. “UV exposure risks developing pigmentation on your skin, as well as skin-aging,” says Dr Rai.

Rapid innovation and big names are bolstering sunscreen sales

The opportunity to incorporate sun care is breaching the skincare industry at all levels, from luxury brands such as Shiseido, to masstige brands such as Sol De Janeiro.

Sun care’s new innovative measures are cropping up in products such as Japanese skincare line, Shiseido, harnessing the power of the new SynchroShieldRepair Technology. This technology is used in their new ‘Ultimate Sun Protection Lotion SPF 60+’, which protects against heat, water and sweat.

@SHISEIDO Instagram

Marketing campaigns bring the big names

Marketing is proving to be the hotspot when it comes to beauty brands entering into the sun care industry. Breaking into the sun care sector, Sol de Janeiro launched their collection of three new sunscreens on March 27. Sofia Richie Grainge as the face of the ‘Rio Radiance SPF 50 Sunscreen Collection’ pushing the boundaries of sun care embracement to higher profile celebrities and influencers.

Beauty sun care giant, Supergoop, are incorporating influencer status along with educational awareness to front their marketing campaign. The launch of Sabrina Carpenter’s music video on April 12, featuring Supergoop’s Glowscreen putting the product in the spotlight of Carpenter’s 34million followers. For skin cancer awareness month, May 2024, Supergoop posted a ‘melanoma Monday’ reel with dermatologist, Dr Lindsey Zubritsky to reinforce their message on UV damage.

Strong consumer spending support hiking sales and revenue

The immediate conversion rate of beauty consumers after sun care products is visible. Sol de Janeiro – part of the L’occitane group – recorded its maintained sales momentum with 199.1% growth at constant rates in FY24 9M.

Consumer spending on sun care products is set to rise14% by 2028 and with 88% specifically buying sun care for their face, the demand for specific skin type compatible sunscreens is expected. SPF is increasingly being incorporated into daywear cosmetics such as foundation and tinted moisturiser, offering multi-functioning purposes to help seamlessly blend sun protection into everyday use.

@GLOWRECIPE Instagram

TikTok made me do it

Among the increasingly frequent launches of facial sun protection from beauty brands is Glow Recipe’s Watermelon Glow Dew Balm SPF45 April 30. Sister to the brands’ cult favourite Watermelon Glow Niacinamide Dew Drops, the launch release has already spurred a loyal popularity surge, the hashtag ‘glowrecipe’ has raked in over 3billion views, making it one of this years most searched for beauty brand.