Sun serums are one of the fastest growing SPF formats, and this is why

By Jo Allen | Published: 19-Jun-2023

With their high-value, multitasking and luxe texture benefits, sun serums are enticing consumers and brands alike

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This article was originally published in the Sun Care Trend Report Receive your copy here.

SPF serums are one of the brightest sparks in sun care. Having landed in 2021, gathered pace in 2022 and taken off further this year with a proliferation of new launches, sun serums are now “one of the fastest growing categories in sun care” according to trend forecaster WGSN’s social media listening tools.

There are several reasons for their rise through the ranks.

But driving the trend is Gen Z, and the fact that SPF and serums make up two of the top three products in their regular skin care routines explains why a 2-in-1 combination of their skin care favourites appeals so strongly to this consumer group.

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