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With longevity one of wellness’s fastest growing movements, consumers are living longer and adopting beauty-inside out regimens to keep their skin healthy. Per research by the Openstreams Foundation, the world’s population will comprise 2.1 billion people aged 60 and over.

According to Dr. Nadine Pernodet, senior vice president, bioscience, advanced technology pioneering and Estée Lauder lead scientist, extending life expectancy is shifting the conversation from lifespan to health span as we age.

“Skin, as the largest organ, plays a critical role in conveying overall vitality, which is a huge opportunity for the beauty industry,” said Pernodet, who is also a member of The Estée Lauder Company’s Longevity Collective.

For years, dermatologists have drilled home the significance of daily sunscreen use as one of the keys to preserving skin’s youthfulness. According to the Cleveland Clinic, ultraviolet radiation (UV) in the form of UVA and UVB light—which penetrates all levels of the skin and the epidermis layer, respectively—causes DNA damage. While irreversible, the skin’s appearance—which can be negatively altered with unwanted age spots and wrinkles —can be improved.

Dermatological treatment options for photodamaged skin include spot removal and stimulating collagen production. Others find themselves having worse procedures, like Mohs surgery, to remove various skin cancers including early-stage melanoma.

According to the Melanoma Research Foundation, over 90% of all skin cancers are caused by exposure to ultraviolet radiation. The Skin Cancer Foundation and Melanoma Research Alliance indicate that a single severe burn on a child increases their lifetime risk by roughly 50%. This year in the US, the American Cancer Society estimates about 112,000 new melanomas will be diagnosed (about 65,400 in men and 46,600 in women. Approximately 8,510 people are expected to die of melanoma.

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Daily Protection

To stress the importance of daily sunscreen use, a bevy of dermatologist-backed brands have been more vocal than ever. In recent years, CeraVe put sun safety on parade in New Orleans with a 21-Day SPF Challenge ahead of Memorial Day. The brand, which recently celebrated its 20^th year in business, leveraged the power of influencers like Dude with Sign and Avanni Greg, who held up placards reading, “People Need to Listen to Their Dermatologist” and “SPF Is Your Skin’s Best Friend.”

“Many people believe that sunscreen is only necessary for beach days or outdoor activities, but the truth is that UV rays can penetrate through clouds and even windows,” said board-certified dermatologist Dr. Nkem Ugonabo. “Sunscreen should be incorporated into your daily skincare routine, even on days when you are primarily indoors. It is imperative to wear sunscreen all year round because UV exposure still happens even if it’s not a sunny day.”

Growing awareness about skin health and longevity should be good news for the suncare market.

According to Circana, sales of suntan products (lotion and oil) at US multi-outlets rose 3.0% and unit sales gained 2.2% for 52 weeks ended Dec.28, 2025.

A report from Meticulous Research projects the global suncare market will hit $38.6 billion by 2035, posting a CARG of 7% between 2025 and 2035. Analysts say increasing awareness of skin cancer prevention and growing consumer focus on anti-aging skincare regimens are the key factors driving growth.

To make daily sunscreen use more enjoyable and easier to use for every day, chemists are formulating sunscreens to feel and look more “invisible” than ever before.

“Chemists create ‘invisible’ sunscreens that feel lightweight and leave no white cast by using advanced formulation technologies,” Dr. Alexa Beth Steuer, a dermatologist with Hackensack University Medical Center, told Happi. “For mineral sunscreens, this often involves using micronized or nanoparticle versions of zinc oxide and titanium dioxide, which makes the particles smaller and more transparent on the skin without losing their UV-blocking effectiveness. For chemical sunscreens, the formulas are often inherently lighter and more cosmetically elegant. Innovations in formulation also include encapsulating UV filters and utilizing unique polymers that form a uniform, sheer film on the skin, enhancing the sensory experience and encouraging consistent daily use.”

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A ‘Pivotal Moment’ For US Sun Protection

DSM-Firmenich is waiting for the US FDA to add Parsol Shield at 6% as a GRASE active ingredient to the OTC sunscreen monograph via its OMOR Tier 1 regulatory approval process. Industry observers anticipate the FDA will issue the final order by June.

It will represent a pivotal moment for US sun protection.

“As the first FDA Tier 1 OMOR ingredient currently under FDA review, Parsol Shield is on track to become the first new sunscreen active approved in the United States in more than 25 years,” Carl D’Ruiz, senior manager, science, advocacy and business development at dsm-firmenich, told Happi. “This represents a true step forward in public health, responding to real consumer needs—from reducing the risk of skin cancer to protecting against long-term UV-induced damage and premature photoaging.”

He continued, “Parsol Shield is backed by rigorous scientific substantiation with nearly 500 participants representing the diversity of the US population, demonstrating its exceptional UV efficacy, excellent tolerability and extremely low systemic absorption. This is not just progress in UV technology – it’s the emergence of a new benchmark for safer, more effective everyday sun protection.”

Tina Vogt, director, global marketing sun care, DSM-firmenich, said Parsol Shield will open the door to a long-awaited “new era of formulation freedom,” offering “effortless compatibility, rock-solid stability and the ability to create the silky, lightweight sensorial experience consumers love, and ultimately rely on daily. Parsol Shield bridges high performance with real-world wearability, supporting sunscreen habits that stick. The best sunscreen is always the one we use daily—and when protection feels comfortable, daily use becomes truly achievable.”

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Aesthetic Aspects

“From a public health and behavior standpoint, better aesthetics almost always translate to better compliance,” Ava Perkins, a cosmetic chemist and science communicator, told Happi. “People are simply more likely to apply the correct amount and reapply when a product feels good on the skin and doesn’t leave a cast or residue. That said, I think it’s important that the industry doesn’t let the term “invisible” become purely a marketing claim. The goal shouldn’t be invisibility at the expense of protection, but rather highly protective formulas that also fit seamlessly into people’s routines.”

According to Kenvue research released last year, 99% of healthcare providers believe if sunscreen offered better application and aesthetic experiences, patients would use their sunscreen more often.

Last March, Neutrogena recruited actor and former pro wrestling star John Cena to promote its Ultra Sheer Face Liquid Mineral Sunscreen SPF 70.

Inspired by his “You Can’t See Me” catchphrase, The Sunscreen You Can’t See campaign reinforced that while virtually invisible, wearers can trust that the broad-spectrum mineral formula powered by proprietary Helioplex and Purescreen Technology is doing its job.

“Wearing SPF every day isn’t something you should skip,” said Cena in a news release. “Neutrogena Ultra Sheer Sunscreen is lightweight, not greasy, and honestly, it’s so sheer you barely notice it’s there.”

In January, Supergoop! signed a four-year partnership with Alterra Mountain Company, becoming the official SPF sponsor across all 13 Alterra ski resorts. The partnership marks the brand’s continued investment in making daily sun protection essential year-round. Through this partnership, Supergoop! is bringing its best-selling formulas—including Unseen Sunscreen SPF 50, Play Antioxidant Body Mist SPF 50 with Vitamin C, Play Lip Balm SPF 30 and more—to ski lovers across the US, from Vermont to California.

“Education and awareness are a cornerstone of our partnership with Alterra Mountain Company,” Akshay Talati, chief innovation officer, at Supergoop!, told Happi. “A key focus has been reinforcing that sun protection is just as essential in winter as it is in summer, especially given the impact of altitude, snow reflection and extended outdoor exposure. We bring that message directly onto the mountain through on site sampling, resort touchpoints, and integrated moments around chairlifts and gondolas. These activations highlight practical education, including why broad-spectrum SPF 50 matters, the importance of water resistance in snow sports and the need to reapply throughout the day.”

According to Talati, by embedding sun protection into the skiing experience itself, Supergoop! helps “normalize SPF as essential gear right alongside helmets, goggles and outerwear, while reinforcing our broader mission of making daily sun protection second nature.”

Dewscreen Hydrating Primer SPF 50 reflects Supergoop’s belief that modern sun care should deliver meaningful skincare benefits as much as UV protection.

“Many people overlook the fact that UV exposure contributes to dehydration and visible signs of aging all year long, which is why Dewscreen was designed as an ultralight, hydrating sunscreen with a naturally dewy, untinted finish and no white cast,” said Talati. “It delivers immediate hydration while helping maintain moisture levels throughout the day.”

Dewscreen’s Polyglutamic Peptide Complex contains polyglutamic acid, a moisture-binding ingredient capable of holding more water than hyaluronic acid, helping to  hydrate and visibly plump the skin. When paired with collagen boosting peptides, the complex helps skin look smoother, softer and more elastic while supporting a healthy skin barrier, according to the company.

The result is a multitasking formula that provides broad spectrum SPF 50 while also functioning as a hydrating primer that grips makeup for a smooth, long wear finish, per the brand.

“It’s a great example of how we intentionally blur the line between skincare and sun care, so protection fits seamlessly into everyday routines rather than feeling like an extra step,” Talati said.

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Skincare-SPF Hybrids

Given consumer preference for multifunctionality in beauty products, brands continue to formulate suncare products that carry skincare and cosmetic benefits. Espieve is taking that route with its Tinted Sunscreen SPF 35. The tinted sunscreen contains zinc oxide, niacin, aloe vera, hyaluronic acid and antioxidants—ingredients that support skin barrier health. The formula also includes UV filters ethylhexyl methoxycinnamate and butyl methoxydibenzylmethane that work alongside the mineral actives to enhance UVB and UVA coverage, per brand officials.

“The hybrid approach allows the sunscreen to maintain effective protection while delivering a smoother application and elegant skin feel,” said Jamie Ortiz, licensed esthetician and founder of Espieve.

Espieve also offers Sheer Mineral Lip Sunscreen SPF 45, a water-resistant, non-whitening tinted lip balm made with titanium dioxide. It has a kiwi-lime-ginger flavor.

Banana Boat is also aligning its formulations with the current trend to have sunscreens be less visible after application. The brand, owned by Edgewell Personal Care, achieves this with its new Sheer Line. Its lightweight and sheer composition blends easily across skin tones, sans a greasy feel or visible residue. Formulated for the more than 40% of consumers seeking sensitive, skin-friendly sunscreen options, per brand research, Banana Boat’s Sheer Line is dermatologist- and pediatrician-approved for sensitive skin, free from fragrance and alcohol and designed to be gentle enough for daily use. Sweat- and water-resistant, the line delivers 12 hours of moisturization with aloe and vitamin E, so the skin feels comfortable and moisturized rather than “coated,” brand officials said.

“The result is a sunscreen that feels less like a traditional SPF and more like a skincare step – easy to use every day, reassuringly gentle and without compromising on protection,” said Jennifer Campbell, senior brand strategy manager, Banana Boat.

Suncare brand By The Beach also creates sunscreens to make the application process as pleasant its formulations smell. Last month, the brand released its SPF 30 Body Dry Oil in scents of Citrus Crush, Candy Clouds and Melon Daze. The brand says the lightweight, fast-absorbing dry oils are enriched with botanicals that provide deep hydration without stickiness or a “sunscreen smell,” while offering broad-spectrum protection.

Another brand with a beach heritage that continues to formulate with an eye on aesthetics and protection is Coppertone. Its Hydrating UV Defense Face Sunscreen Lotion SPF 60+ utilizes photostable chemical UV filters to help protect skin from UVA and UVB radiation. Enriched with ceramides to support barrier hydration and a lightweight, invisible finish that blends without a white cast, the non-comedogenic formula goes on clear and layers comfortably under makeup, said the company.

Coppertone Sport SPF 50 Spray is formulated with photostable UVA/UVB filters for high-level sun protection. Water-resistant up to 80 minutes, the formula helps maintain UV defense during vigorous activity and perspiration, supporting sustained protection for active outdoor use.  

“For individuals with a history of melanoma or other skin cancers, diligent sun protection is non-negotiable,” said Dr. Steuer. “I advise using a broad-spectrum, water-resistant sunscreen with an SPF of 50 or higher every day, regardless of the weather. While SPF 30 blocks 97% of UVB rays, SPF 50 blocks about 98%; that small difference is meaningful for those at high risk. For extended outdoor activities like a day at the beach, it is crucial to reapply every two hours, or more frequently after swimming or sweating, and to supplement with protective clothing, hats and seeking shade.”

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A Growing Brand

Blue Lizard also urges consumers to take suncare application seriously. The brand—named for an Australian chameleon that changes color to protect itself—has tubes that change color when exposed to UV rays, alerting the wearer to protect themselves by applying sunscreen.

The brand has been growing quickly in the US mass market, according to recent Circana data.

Steve Gallopo, executive vice president and chief commercial officer, consumer skincare, at parent company Revance, attributes Blue Lizard’s uptick in to increased interest in mineral sunscreens – a segment growing about three times faster than the overall sunscreen category, he said. He told Happi that strong relationships with its retailer partners were also instrumental in driving sales, along with its introduction of redesigned graphics across the line in 2025 that enhanced visibility on-shelf and improved communication of key messages on-pack.

Long-term success is driven by what’s inside the tube.

“The appeal of Blue Lizard starts with formulations that address what consumers are looking for,” Gallopo told Happi.

Gallopo cited Mintel data that shows 70% of consumers prefer mineral sunscreens over chemical, and that sensitive skin is a major consideration—with 43% of suncare users looking for products that are suitable for sensitive skin.

According to Gallopo, the brand’s Sensitive and Kids lines are its best-sellers.

The brand continues to focus on aesthetics. Both Blue Lizard Sheer Mineral SPF 50 Lotion and Sheer Face Mineral SPF 50 Lotion are formulated to be lightweight, dry, clear and are appropriate for most skin tones. Its Sheer Face also protects against blue light emitted from devices, an emerging culprit of photoaging in the digital era, Gallopo said.

Last month, Universkin by Alma introduced Daily Mineral Serum SPF 50, a mineral serum engineered specifically for immediate post-procedure use following laser, RF, IPL, microneedling and chemical peels. Officials said the launch establishes a new category in dermatological care.

At the core of the product is Universkin’s proprietary Dual-Shield 50 Technology. The system pairs a concentration of 24% zinc oxide with an oil-continuous gel-emulsion structure that delivers broad-spectrum UV protection while actively managing residual heat in treated skin. Unlike conventional mineral sunscreens that can trap heat and increase discomfort after laser or RF procedures, Dual-Shield 50 incorporates micro-dispersed aqueous phases that function as thermal sinks, helping dissipate heat while maintaining photostability, transparency and skin tolerance, officials say. The dual-layer approach enables the product to deliver an enhanced post-procedure comfort, positioning it as a dermatological recovery solution rather than a conventional cosmetic sunscreen.

Another sun care brand prioritizing blue light along with UVA and UVB protection is Coola. In February, the brand launched a multitasking duo designed to simplify everyday beauty routines: SunBlur SPF 50 Primer and SunBlur SPF 50 Makeup Mist. Coola’s SunBlur SPF 50 Primer is a lightweight, transparent primer that blurs pores, smooths skin and locks in makeup for up to eight hours. What’s more, it’s powered by BlueScreen Digital De-Stress Technology to help defend against blue light and environmental stressors. SunBlur SPF 50 Makeup Mist is a weightless setting spray with a soft-matte, skin-blurring finish that holds makeup for up to eight hours, per the brand, with the same blue light and sun care benefits.

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Making The Choice

When it comes to mineral or chemical sunscreen, is there a universally better option for consumers?  Perkins’ response was “no.” 

“Mineral and chemical sunscreens generally function the same way by absorbing UV radiation, but there are pros and cons to both formulations,” she said. “Chemical UV filters are often easier to formulate into more cosmetically elegant products because of its solubility, which helps with consumer compliance. However, consumers often complain of irritation and eye sting. Mineral UV filters, on the other hand, are often preferred by people with sensitive skin and are perceived as gentler, however they come with their own formulation challenges. Because zinc oxide and titanium dioxide are insoluble white powders, it is much more challenging to achieve product stability, and consumers often complain of a white cast from mineral sunscreens.”

Perkins continued, “From a formulator’s perspective, the best sunscreen is the one that people will actually use consistently and apply in the correct amount.”

For a list of sunscreen ingredients from leading suppliers, click here.