Significantly hotter summers reshape sunscreen habits across Europe. Consumers are more aware of the dangers of sun exposure and how to protect against it. This heightened awareness is leading to strong demand for higher SPFs. In fact, SPF50 is the norm for many people. Meanwhile, suncare manufacturers are developing more effective suncare ingredients that can be used in combination and contribute to aesthetically-pleasing skin feel.

Affordability Is Key

According to Euromonitor International, 2024 European suncare sales rose 7% to $25.7 billion. Euromonitor predicts the market will grow 4.8% this year to $26.9 billion. 

“Affordability is key, especially in price sensitive markets,” comments Connor Spicer, research consultant, Euromonitor International. “Consumers seek value without compromising on quality.” 

The European market leaders are Germany, $4.8 billion; UK, $4.0 billion; France, $3.3 billion and Italy, $2.6 billion. Affordability remains top of mind for many European consumers, but they’re not skimping on stronger protection against intense sun exposure. As summers heat up, there has been increased demand for convenient and varied sunscreen formats. 

“Consumers increasingly prioritize daily use, stronger protection and multifunctional innovative products that align with their health and lifestyle needs,” states Spicer. “In Slovenia, transparent sprays and powders are becoming popular for their ease of use and adaptability to different lifestyles.” 

The advantage of powder formulations is that they are extremely lightweight and easy to apply, especially over makeup. They also help protect areas of the skin which are hard to protect using traditional formulations, such as the scalp. For example, Dutch brand Sunday Brush SPF50 is a natural mineral sunscreen powder in a self-dispensing brush that comes in different shades for different skin tones. It reportedly works instantly. 

Sophisticated Ingredients

Unlike skincare, where extensive routines are commonplace, European consumers tend to use a single product offering several suncare and skincare benefits. 

“There is a move toward ingredients that can be more easily incorporated into multifunctional products and innovations that contribute to a smoother texture and are more easily spread, as well as reef-safe claims,” comments Simon Pitman, founder and expert in communications for beauty, food and natural products, Pitman Comms. 

Pitman highlights new generation UV filters such as L’Oreal’s Mexoryl 400 which extends protection into the ultra-long UVA spectrum, while modern mineral dispersions like Croda’s Solaveil MicNo allow zinc oxide to deliver broad-spectrum protection without the white cast. 

“Both ingredients are considered to be reef-safe,” he points out. 

Pitman notes that new ingredients are helping to open and broaden the suncare category with new product formulations and formats. 

“Tinted SPFs with iron oxides address both UVA/UVB and visible light protection while doubling as complexion enhancers,” says Pitman. “Over makeup mists, sticks and compact formats make reapplication realistic in everyday life, while hybrid anti-aging day creams with SPF and SPF foundations show how suncare is embedding itself into skincare and color cosmetics routines.” 

An example of this trend is Spanish brand Heliocare 360 Mineral Tolerance Fluid, a tinted mineral SPF. Sunscreen textures improved, too. They enable brands to introduce a range of product formats. 

“In Europe, we are seeing an increasing number of products being launched as light fluids and serums which can be worn under makeup,” points out Pitman. 

A popular brand with European consumers is L’Oreal-owned La Roche Posay Anthelios UVMune 400 Invisible Fluid SPF50, featuring a patented filtering system. Mexoplex targets UVA rays in an SPF50+ formulation. Another French brand featuring a light fluid in its range is Nuxe Light Fluid High Protection SPF50 for the face. Its light texture is immediately absorbed leaving no white film on the skin. 

Health & Wellness

“Consumers seek products that do more than just protect the skin. They want it to deliver extra functional skin benefits as skin health and wellness becomes a key priority,” comments Theresa Yee, beauty trend forecaster. 

Murad’s Superactive Moisturizer SPF is available in four 3-in-1 formats that deliver different functions including brightening, wrinkle-fighting, hydrating and mattifying, in an SPF50 formulation. Described as a multi-tasking SPF moisturizer, it is designed to minimize the steps in a skincare routine and acts as a makeup primer. Meanwhile, Dior Prestige Le Protecteur UV Jeunesse et Lumiere SPF50 works as a protective shield against UV and helps repair photoaging damage. It is infused with white rosapeptide to provide anti-aging and soothing benefits. 

Microbiome-Friendly Suncare

New ingredient technologies are opening the door for microbiome-friendly sunscreen products. One of them, pioneered by Sun Matters, a new German brand that launched in April 2025, claims to be the world’s first certified microbiome-friendly sunscreen. The line of products includes a serum, serum stick and a skin supplement. 

The formulation features Photobiome, a groundbreaking antioxidant said to enhance the skin’s ability to defend itself against sun-induced stress, along with hyaluronic acid and Ectoin for deep hydration and to strengthen the skin barrier. The brand’s USP is skin-identical and barrier-friendly ingredients that are designed to support a healthy barrier, boost resilience and enhance long-term skin comfort. 

Suncare Supplements

“Another interesting area that’s gaining momentum, although it’s not completely new, is ingestible suncare products,” states Yee. 

Brands like Heliocare include 360 Capsules, said to provide protection against UVA, UVB, visible light and infrared-A. Dr. Barbara Sturm’s Sun Skin takes a different approach. It is a supplement designed to help prepare the skin for sun exposure while protecting the skin against sun allergies, heat rashes and prickly heat. 

Long-term shifts in climate change will continue to bring hotter and longer summers, which will continue to boost consumer awareness of the need for effective sun protection. New technologies will fuel this trend and open the door to user-friendly formats. Meanwhile, Yee predicts that the microbiome beauty trend will result in more sunscreen formulations with skin barrier boosting ingredients appealing to wellness-focused beauty consumers.

Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.