This article was originally published in the Sun Care Trend Report. Receive your copy here
How do brands make their customers feel good?
In sun care, this is a question that is driving development possibly more than any other.
Sticky, heavy formulas that leave a white cast are banished to the past: if the experience of using the product on the skin feels good, then brands have solved a problem that has been bugging sun care consumers for years.
In 2023, research from an internal report at Supergoop! found that three in ten female buyers were still searching for a sunscreen that “feels better” on their skin.
However, the latest launches will help them end their search, as leading brands scrap and reformulate, or create entirely new products, in order to create sunscreens that consumers will approve of, and wear every day.
DECIEM brand The Ordinary stepped away from mineral filters in order to do this, reformulating its previous Mineral UV Filters SPF 30 with Antioxidants, which it discontinued following consumer feedback regarding the mineral formula’s thick texture and white cast.
The Ordinary went back to the lab to formulate a facial sunscreen that consumers will want to use daily. The result was new UV Filters SPF 45 Serum, which uses a blend of chemical filters to create a lightweight sunscreen that feels comfortable on the skin and leaves no white cast.
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