In this episode of In Conversation With, Global Cosmetics News turns its focus to the global sun care market—a category that remains central to beauty, but is becoming more structured, disciplined and strategically driven. Valued at US$14.6bn in 2026 and projected to reach US$22bnsun care growth is being shaped less by hype and more by strong portfolio management, retail execution, regulatory compliance and dependable seasonal demand.
As the category evolves, brands are being challenged to balance performance, sensory appeal, transparency and compliance—while responding to rising consumer expectations around sustainability, trust and everyday usability.
This Month’s Expert Panel
Jennifer O’Hara – Director of Technical Marketing and Commercialisation, INOLEX
Dr. Inna Szalontay – Clinical Dermatologist & Founder, Libi & Daughters
Maggie Spicer – Founder, Source Beauty ESG
Key Takeaways for B2B Leaders
1. Sun Care Moves from Basic Protection to Daily Skin Strategy
Consumers are no longer satisfied with seeing “SPF 50” on-pack and taking it at face value. According to Dr. Inna Szalontaytoday’s more skin-literate consumer wants to know how a product protects, what else it does for the skin, and how it supports long-term skin health.
“They do not ask for sunscreen anymore. They want sun strategy products that work.”
– Dr. Inna Szalontay
This is pushing the category beyond basic sun protection and into skin longevitywith rising demand for multifunctional formats including tinted SPF, barrier-support SPF, antioxidant-led formulas and products designed for specific use cases such as post-treatment skin, pigmentation-prone consumers and everyday urban wear.
2. Sensory Performance Is Now a Compliance Issue Too
Jennifer O’Hara argues that one of the biggest barriers to better sun care adoption is not just innovation, but education. Consumers want safe, reliable sunscreens, but confusion around filters and misinformation continues to affect uptake—particularly in the US.
“The best sunscreen is the one that you’re going to use.”
– Jennifer O’Hara
For suppliers and formulators, this makes sensory performance critical. If a sunscreen feels heavy, chalky or greasy, consumers are less likely to apply it consistently. The opportunity lies in creating lighter, more elegant and multifunctional formats that fit seamlessly into everyday routines and encourage habitual use.
3. Multifunctional Innovation Is Reshaping Product Development
Innovation in sun care is increasingly focused on efficiency, formulation quality and usabilityrather than constant novelty. O’Hara points to growing interest in hybrid sunscreen systems, improved film formers, solubilisers and biodegradable performance ingredients that can deliver better wear, water resistance and comfort.
Szalontay adds that the next phase of formulation is about more than UV filters alone. New product development is increasingly incorporating DNA-repair enzymes, advanced antioxidants, encapsulation technologies and other ingredients aimed at supporting broader biological protection.
“Sun care is no longer just about filters. It’s about complete biological protection of the skin.”
– Dr. Inna Szalontay
At the same time, simplification is becoming more important: fewer ingredients, fewer steps, but smarter and more purposeful formulation.
4. Sustainability Demands More Than ‘Reef-Safe’ Language
Environmental scrutiny is intensifying across the category, especially around reef impact, packaging, lifecycle transparency and ingredient sourcing. Maggie Spicer notes that while consumers increasingly want “reef-safe” sunscreen, the term itself remains poorly standardised and scientifically contested.
“Consumers really want to see brands talk about this. We’re just still at a very early stage of having the right information and discourse.”
– Maggie Spicer
This leaves brands navigating a complex middle ground: consumers are asking valid questions, but the industry is still developing the tools and language needed to answer them credibly. As a result, ESG strategy in sun care is shifting towards broader transparencywith greater attention on biodegradability, lifecycle assessments, responsible ingredient sourcing and backend manufacturing impact—not just end-of-life packaging claims.
5. Regulation Is Becoming a Competitive Advantage
Sun care remains one of the most highly regulated categories in beauty, and complexity is only increasing. Differences in approved UV filters across markets, stricter testing requirements and growing scrutiny of both performance and sustainability messaging are all shaping NPD timelines and portfolio strategy.
“Strong brands that invest in clinical data and transparent communication will stand out.”
– Dr. Inna Szalontay
For O’Hara, regulatory alignment is also opening new formulation pathways, especially in the US market where the anticipated approval of new UV filters could significantly expand innovation opportunities. But as Spicer points out, claims governance must extend beyond SPF efficacy alone.
“Brands need a universal claims validation system—not one standard for performance claims and another for sustainability.”
– Maggie Spicer
That means marketing, regulatory and operational teams must work more closely together to ensure claims are robust, credible and globally defensible.
Looking Ahead: Sun Care Beyond 2026
The panel agrees the next phase of growth will be shaped by:
Daily-use SPF that integrates seamlessly into skin care and skin longevity routines
Hybrid protection combining UV filters with antioxidants, barrier support and repair claims
Smarter simplicitywith fewer but more intelligent ingredients and product formats
Stronger lifecycle accountabilitydriven by ESG data, supplier transparency and global compliance pressures
O’Hara also sees room for more playful, sensorial product forms that still meet strict regulatory requirements, while Szalontay predicts sun care will become increasingly embedded into broader skin health protocols rather than remain a standalone seasonal category.
“Simplicity will be with purpose.”
– Dr. Inna Szalontay
Bottom line: Sun care in 2026 will be defined by precision protection, disciplined innovation and rising accountability. In a category where compliance, consistency and trust matter as much as novelty, the winners will be brands that combine strong fundamentals with better sensory experiences, clearer communication and credible environmental strategy.
