The sunscreen market has surged following a global heatwave, with consumers increasingly incorporating SPF into their year-round skincare routines. Modern SPF products now offer more than just sun protection, combining ingredients like hyaluronic acid, niacinamide, and vitamin C for added skincare benefits.
The Rise of Innovative Formulas
Brands are responding with innovative products such as tinted sunscreens, serum-based SPFs, and formulas designed for diverse skin tones. The texture of sunscreen is key to consumer compliance, says Dr. Asmi Berry, a dermatologist in LA. Products like mousses, sticks, and mists are gaining traction, merging beauty and suncare.
Emily Caine of TikTok Shop UK notes the popularity of brands like Beauty of Joseon and Garnier, which emphasize lightweight textures and skincare benefits. According to Euromonitor, the global suncare market grew steadily from 2022 to 2025, with a projected 7.5% increase from 2025 to 2026, reaching $19.4 billion.
Regional Trends and Consumer Habits
Regional differences in SPF usage are notable. In Australia, where skin cancer rates are high, the suncare market grew by nearly 60% over four years, from AUD 64.4 million in 2022 to AUD 102.7 million in 2026. Bia Bezamat of Kantar explains that while SPF is a daily essential in Asia, it remains situational in the West.
Despite varying demands, the market has potential. Circana reported a 10% increase in UK suncare sales to £445 million by April 2026, while US sales hit $2.7 billion, a 6% rise year-on-year. Lisa Payne of Stylus highlights the growth in SPF-infused makeup due to rising sun damage awareness.
Challenges and Opportunities
Entering this saturated market involves navigating legal hurdles and ongoing scientific innovations. SPF-first brands can expand by offering clinical protection with premium appeal. Larissa Jensen of Circana notes SPF's shift from seasonal use to an everyday beauty staple, with products like primers, foundations, and moisturizers incorporating sun protection.
Naked Sundays exemplifies this trend with their BeautyScreen products, achieving 700% growth since 2023. Ava Matthews of Ultra Violette highlights consumer readiness for SPF products that don't feel like a chore to apply, leading to significant sales increases for their Supreme Screen primer.
Future Directions in Suncare
Consumers increasingly demand personalized SPF solutions. Amna Abbas from Euromonitor observes a shift toward higher protection products and mineral sunscreens, which have improved in formulation to suit diverse skin tones. Skin irritation concerns remain, with brands like Spooge addressing these issues with targeted products.
Supergoop! adapts by offering diverse textures and formats, maintaining popularity with products like Unseen Sunscreen, which sells rapidly. Despite regulatory challenges, brands like Vacation and Supergoop! work to meet compliance standards and continue innovation in the global market.
Source: https://www.vogue.com/article/spf-is-finally-getting-its-time-in-the-sun-whats-next
