What to make of 2024’s less-than-stellar suncare sales? Market saturation? Consumer confusion? Poor weather?

“Weather did play a huge role in demand this year. We experienced record rainfall in May and June—the highest in 30 years—combined with an intense hurricane season in September, which significantly impacted total category performance,” said Andrew Stanleick, president of Skin Health & Beauty, NA & EMEA, Kenvue.

Yes, a rainy summer always dampens UV protection product sales. But with most consumers still not applying proper amounts of suncare creams, lotions and sprays, you can’t blame everything on the weather. A confused consumer or, more likely, an apathetic one, may be the answer.

Most consumers don’t apply sunscreens as often as dermatologists and The Centers for Disease Control recommend. According to some estimates, 30-50% apply sunscreen before sun exposure. But even among those who do apply it, they rarely use the recommended ounce for their entire body. Reapplication numbers are even worse. Dermatologists and the CDC recommend reapplying sunscreen every two hours or immediately after swimming or sweating. Unfortunately, researchers found that most people forget to reapply sunscreen or do so only once a day. Worst of all, only 10-30% of people consistently apply sunscreen when not at the beach or pool.

Dr. Lucy Gildea, chief brand and scientific officer, Mary Kay Inc., said one of the biggest challenges for the suncare industry in increasing daily sunscreen use is shifting consumer perception—from seeing it as a “beach day essential” to recognizing it as a crucial part of everyday skincare.

“Many people don’t realize that incidental UV exposure, whether from walking the dog or driving with windows down—accumulates over time and contributes to premature aging and damage year-round,” said Gildea.

Chemists are trying to increase sunscreen usage by offering an array of product forms to please everyone. Gildea noted that some consumers prefer inorganic sunscreens with physical blockers like zinc oxide for gentle, broad-spectrum protection; others opt for organic sunscreens, which offer a lightweight, invisible finish. By providing both options, brands can ensure everyone finds a formula that suits their skin type and lifestyle.

“Education remains key. Misconceptions persist, such as the belief that darker skin tones don’t need sunscreen,” warned Gildea. “As experts, we focus on clear, science-backed messaging to help consumers understand that sunscreen is a key and effective step they can take to protect their skin—every day, all year long.”

Other brand owners agree.

“At EltaMD Skin Care, we prioritize sunscreen innovation year-round. Our commitment is to create formulas that are both effective and cosmetically elegant, ensuring that everyone can find a sunscreen they truly enjoy wearing—no matter the season or weather,” explained Lia Arvanitidou, EVP executive vice president-global R&D, Colgate-Palmolive. Colgate owns EltaMD.

New for 2025

For Summer 2025, Mary Kay introduced Mary Kay Sunscreen Broad Spectrum SPF 50. But it’s being promoted for activities far beyond sand and surf.

“We know how important everyday use of sunscreen is—no matter the season. The Skin Cancer Foundation cites that one in five Americans will develop skin cancer by age 70, and this new offering not only helps prevent sunburn, but also helps reduce the risk of skin cancer,” explained Gildea. “We are thrilled to add this product, backed by the Skin Cancer Foundation Seal of Recommendation, to our product portfolio to empower our customers in making suncare a habit regardless of the weather.”

In developing the formula, Mary Kay researchers set out to create a sunscreen that delivers on three pillars: feel, protection and performance.

“The lightweight, non-sticky texture makes it effortless to wear daily—whether on the face or body, even under makeup,” said Gildea. “With broad-spectrum UVA/UVB protection and 80-minute water resistance, it’s built to keep up with every moment, from everyday errands to outdoor adventures.”

Neutrogena, too, puts a premium on protection. New Neutrogena Clear Body Spray Sunscreen Broad Spectrum SPF 50 promises to moisturize and cool skin while protecting it from UV rays. It offers superior UVA/UVB protection and utilizes Helioplex technology to resist water for up to 80 minutes, according to the brand. And the Healthy Skin Invisibly Radiant UV Primer redefines SPF-infused primers by offering a unique blend of skincare and sun protection benefits, with a mineral formula that applies invisibly on all skin tones.

“The advanced formulas in these two products offer consumers ease of use, multifunctional benefits and ultimate sun protection from a science-backed, dermatologist-recommended and trusted brand,” explained Adam Ricciardone, head of R&D Global Skin Health & NA, Kenvue.

He explained that both Neutrogena’s Clear Body Spray Sunscreen and Invisible Daily Defense Face Primer & Sunscreen were developed from consumer insights that highlighted the preference for multi-functional sunscreens that offered protection along with anti-aging benefits and hydration, without leaving a significant white cast.

“Our new formulas address this with lightweight, breathable protection that enhances skin health while ensuring effective sun defense,” said Ricciardone.

The Healthy Skin Invisibly Radiant UV Primer redefines SPF-infused primers by offering a unique blend of skincare and sun protection benefits, with a mineral formula that applies invisibly on all skin tones.

“This product is the perfect example of our new brand positioning ‘Beauty to a Science,’ which showcases our commitment to developing advanced clinical science while designing aesthetically pleasing product experiences,” he explained. “Consumer research shows growing demand for sun protection that seamlessly fits into skincare routines. Many with oily or sensitive skin avoid traditional sunscreens due to greasiness, clogged pores or makeup interference.”

Next-Gen, This Year

Even as weather patterns become increasingly erratic, consumer concerns around health and protection will continue to strengthen. According to Kline+Company’s Trend Vitality Index Scoring, the next-gen suncare trend is forecasted at a CAGR of 12%+ through 2025.

Kline found that consumer expectations for suncare are evolving, driven by heightened health awareness, sustainability concerns and a growing demand for multifunctionality. No longer just a seasonal necessity, sunscreen is a year-round essential, seamlessly integrated into daily beauty and skin health routines.

“Sunscreen has long been recognized as a key step in preventing skin damage and premature aging,” said Sai Swaroop, industry manager of Kline’s Beauty and Wellbeing vertical. “In recent years, dermatologists have amplified awareness through online spaces, reinforcing the importance of daily sun protection. In response, brands have expanded their offerings, developing solutions that cater to diverse skin types, preferences and lifestyles.”

And consumers are purchasing suncare products online, in-store and at spas. Kline’s latest professional skincare analysis reveals that suncare was the fastest-growing product type in 2024. Ranking as the fourth-largest product type in the US professional skincare market, suncare products surged 21% last year. This increase was driven by a wave of innovative product launches, an emphasis on inclusivity and the growing adoption of SPF as a daily skincare essential, according to Kline.

Some of the recent product launches focus on:

Dual-Benefit Sunscreens: Many of the latest formulations go beyond UV defense, incorporating skincare actives for enhanced hydration, anti-aging, and antioxidant protection, according to Kline. Colorescience’s No-Show SPF 50 combines sun protection with moisturizing benefits while maintaining an invisible finish. This aligns with the rising demand for sheer SPF formats, a trend also embraced by SkinCeuticals, Revision Skincare and Alumier.

SPF as Makeup: Consumers increasingly view sunscreen as an extension of their makeup routine, favoring tinted formulas for everyday wear. EltaMD capitalized on this trend by expanding its shade range, launching deeper-tinted versions of its UV Clear and UV Daily lines to cater to a broader spectrum of skin tones, said Swaroop.

Neutrogena remains the No. 1 suncare brand (see chart above). Its focus is on reinforcing year-round sun protection, ensuring consumers understand that UV exposure happens 365 days a year.

“As a brand that brings “Beauty to a Science,” we continue to deliver unmatched sun protection with innovative, aesthetically appealing formulas that make SPF an effortless part of daily routines. We’re also expanding our offerings—from body sprays to mineral sunscreens—so everyone can find their perfect SPF,” said Stanleick.

Beyond products, Neutrogena has a deep legacy in sun safety advocacy. It has an eight-year partnership with the Melanoma Research Foundation and long-term relationships with dermatologists.

“We are proud to serve as the Official Suncare Sponsors for several large events this year, including the World Surf League, Coachella and Stagecoach—furthering our mission to make sun protection second nature,” he added.

Barrier Protection

According to EltaMD, 70% of skincare users are more focused on protecting their skin barrier versus last year. Several factors might have contributed to this focus, according to Arvanitidou.

For one, increased awareness about the importance of barrier protection.

“Thanks to beauty influencers and dermatologists on social media, there is a growing awareness of the importance and benefits of maintaining a healthy skin barrier, including reduced sensitivity, moisture retention, better protection against environmental aggressors, and improved texture and tone,” noted Arvanitidou.

Two, an increase in adverse reactions and sensitivity. According to Arvanitidou, as interest in skincare grows, consumers may experience adverse reactions from overusing new products, like exfoliants or retinoids, or using products not suited for their skin type, leading to sensitivity and a damaged skin barrier.

Three, an increase in cosmetic procedures and treatments. Arvanitidou pointed to a study that found 67% of facial skincare users in 2022 had experienced at least one cosmetic treatment. According to Kantar, 24% of women (ages 18-34) are scheduling more beauty treatments than in previous years.

“Some procedures and treatments can be hard on your skin, so it is important to take care of your skin barrier both before and after these kinds of treatments,” said Arvanitidou.

Finally, with increasing levels of air pollution, there is heightened awareness about the need to protect skin from external aggressors, she concluded.

EltaMD’s UV Skin Recovery SPF 50 was formulated with sensitive skin and the skin barrier in mind. According to Arvanitidou, it is an ideal choice for both daily UV protection and post-procedure care. The dual-purpose formula offers clinically proven benefits, such as reduced redness and a repaired skin barrier. It is also proven to help calm damaged, post-treatment skin.

“Whether someone is maintaining a healthy, protected skin barrier daily or recovering from a beauty procedure, UV Skin Recovery SPF 50 provides comprehensive sun protection and gentle skincare that anyone can benefit from,” she said.

In fact, UV Skin Recovery SPF 50 promises to reduce redness from the sun and rosacea. That’s because it’s formulated with a blend of ingredients that were curated specifically for sensitive skin, which help reduce redness and make it suitable for skin prone to rosacea. EltaMD’s patented AAComplex Technology repairs the skin barrier, leading to significantly reduced visible redness immediately and over time, which is a common issue for sensitive and rosacea-prone skin, according to Arvanitidou. It also contains Cica to calm skin, and a ceramide blend nourishes skin and strengthens the skin barrier.

“Our green tinted formula is powered by color correcting technology which immediately neutralizes redness,” she added. “UV Skin Recovery is also fragrance-free, hypoallergenic and non-comedogenic, further minimizing the risk of irritation for sensitive and rosacea-prone skin.”

Finally, UV Skin Recovery SPF 50 contains zinc oxide. Arvanitidou told Happi the 100% mineral UV filter is known to be gentle on the skin and provides broad-spectrum protection without irritation, which is crucial for those with sensitive skin or skin prone to rosacea.

“UV Skin Recovery is a unique and game-changing product in the SPF market. We formulated this product with 2% of EltaMD’s patented AAComplex Technology, which is our ‘golden ratio’ of amino acids for barrier repair developed after more than 15 years of research,” she said.

UV Skin Recovery was tested in a clinical study with participants with sensitive skin. And in a dermatologist-led case study, the product was applied to skin immediately after a non-ablative laser treatment.

“This case study proved that UV Skin Recovery is not only tolerated by compromised skin, but also helps to calm damaged, post-procedure skin and accelerate recovery time,” said Arvanitidou.

The Sunscreen Symposium Returns

Between new product launches and new requirements from the US Food and Drug Administration, keeping up with sunscreen category updates can be daunting. To make sense of it all, the Florida Chapter of the Society of Cosmetic Chemists will hold its biannual Sunscreen Symposium, September 18-20 at Disney’s Yacht & Beach Club, Walt Disney World, Orlando, FL. The last time the Symposium took place, in September 2023, nearly 800 attended and organizers expect even more in 2025.

“We get attendees from all over the world. It is a great meeting to network and discuss challenges,” said FLSCC Chair-Elect Krupa Koestline, founder, KKT Labs, Orlando. “Two years ago, the discussions around testing challenges and methodologies were eye-opening. If you want to innovate in the sunscreen space, you must attend this event.”

The Sunscreen Symposium always attracts chemists and regulatory experts. This year, organizers are targeting brand owners, too.

“Smaller brands are venturing into the sunscreen space without knowing the implications,” noted Koestline. “The Sunscreen Symposium is geared toward brand owners—big and small.”

The three-day event includes a full-day Continuing Education Program for attendees. It will be invaluable to category newcomers, according to Koestline.

“The FDA is auditing companies more than ever,” she warned. “The CEP course is focused on someone who is just starting in the sunscreen industry.”

Here’s the Sunscreen Symposium Schedule:

• September 18: Complimentary Education Program open to all registered attendees. Golf outing. Exhibitor setup. Welcome cocktail reception
• September 19: Exhibitor Hall and Exhibits open. Podium Presentations. Evening Gala
• September 20: Exhibitor Hall & Exhibits open. Podium Presentations.