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Protecting skin, preserving beauty: Trends shaping the role of sun protection

Published by
  • Abigail Usher Marketing Lead - Activation
Published on:
Monday 6th October 2025
Once viewed as a holiday specific or seasonal product, sun protection is now a regular part of many consumer routines. Only 22% of those surveyed by YouGov for the UK applied SPF daily in 2024, but a year later in 2025 this has risen to almost half (48%).1 While protection levels, frequency and preferred formats still vary across regions and demographics, consumers are increasingly linking UV exposure to premature skin ageing as well as cancer risks. They search for solutions that combine performance, pleasure and purpose, and fit seamlessly into their beauty and wellness routines. 

In this blog, we will explore what this means for the sun protection market. We look at the key trends and consumer expectations shaping new products, whilst also discussing opportunities for brands to innovate aligned to consumer daily behaviours.
Banner image featuring 3 photos. Image 1 - smiling woman applying sun cream to nose. Image 2 - hand applying sun cream to arm Image 3 - woman outside applying sun stick to face

The graph below shows that 27% of respondents apply sun protection daily but it only makes up 2.8% of NPD whereas 65% of respondents use facial skin care products and the share of NPD is 31.3%.2 This highlights where NPD is under indexes and brands have the opportunity to meet the needs and trends of consumers in this gap. 

A graph showing that 27% of respondents apply sun protection but it only makes up 2.8% of new product development in beauty whereas 65% of respondents use facial skincare products and the share of NPD is 31.3%. It also shows that 80% say they wash their face daily, but it only makes up 6.7% of NPD.

What are the key trend areas in sun care? 

• Climate adaptive solutions – A need for beauty solutions that provide protective care and repair in different and changing environments.
• Disruptive applications - Innovative formats and textures encourage consumers to use, and re-use, sun care as part of their daily routine.
• Increased consumer expectations – As consumer expectations continue to expand, sun care offerings must combine performance, pleasure, and purpose.

Climate adaptive solutions

As climate change and environmental stressors intensify, consumers are more aware of the impact they have on skin health. Rising UV levels, pollution, and temperature extremes can accelerate premature ageing, put strain on the skin barrier and accelerate skin concerns. This is creating a need for solutions that offer multiple benefits such as broad-spectrum protection, anti-pollution shields, blue-light filters, and barrier-repairing actives.

WGSN found the top concerns to be those below3, suggesting that interest in sun care is motivated by age-anxiety.

  • 85% wrinkles and premature ageing
  • 81% sun spots
  • 76% hyperpigmentation
  • 76% skin cancer
  • 74% sun burn

Premature ageing

Consumers are increasingly linking UV exposure with visible signs of ageing such as wrinkles, fine lines and loss of elasticity. This is backed by research which suggested that UV exposure is responsible for 80% of visible facial ageing signs4. This has created opportunity for multifunctional products with SPF to protect skin as well as anti-ageing ingredients, such as peptides or ceramides, to repair skin damage and improve skin resilience at the same time.

Sunspots and hyperpigmentation

Hyperpigmentation, sunspots, and uneven skin tone, are a significant concern, especially among consumers with darker skin tones. In fact, 24% of consumers in South Africa aim to treat hyperpigmentation/age spots in their morning routines.5 However, only 2% of global sunscreen, facial skincare and body care launches in the 12 months to January 2025 target hyperpigmentation specifically, highlighting a gap in innovation.5 

Skin sensitivity

Although not identified in the specific survey above, we know that consumers identifying as having some form of sensitive skin has increased and is now relatively common. It represents a growing segment within the global sun care market, though it can be a barrier for consumers using sun care products. As consumers look for mild and gentle product solutions to avoid skin irritation, they are putting their trust in dermatologically tested offerings. In Germany, 61% of consumers look for sun protection products suitable for sensitive skin.2 Brands should look to address skin conditions and common consumer concerns with their product offerings as many are likely to worsen because of climate change and environmental factors. They can also help consumers by providing information and education in these areas.

Disruptive application

Although awareness around the importance of sun care is growing, there are still some barriers to regular use, many centered around product application including format and texture. Consumer pain points in this area include:

  • Greasy/sticky feel
  • Slow to absorb
  • White cast
  • Unappealing texture
  • Difficult to apply
  • Irritation

Disruptive applications and innovative formats/textures are therefore key to encouraging consumers to apply, and reapply, sunscreen. Formulation design is directly linked to consumer compliance and everyday useability, so it is important for brands to consider how to innovate for appealing texture and format. Some trending formats and formulations include:

  • Sticks address consumer needs for convenience, portability, and enjoyable application. Sun stick launches have more than doubled since 2020 and there were more than 256.7 million TikTok posts with #SunScreenStick.6&7
  • Patches are not yet mainstream but demonstrate strong disruptive potential. Designed for high-risk zones, they offer targeted protection and often integrate skin care actives to also treat skin concerns.
  • Mists answer pain points of reapplication reluctance and sensory aversion by offering a convenient, light, and refreshing application that can be non-disruptive to makeup.
  • Product texture is a major roadblock to sunscreen use with 28% of Brits admitting they have skipped SPF because of how it feels on their skin. 69% also say that texture is the most important factor when choosing sunscreen.8 Formulators must make sun care application pleasant and engaging, mirroring the developments in skin care.
  • Fast absorbing formulations help to seamlessly fit products into routines without consumers having to wait before dressing or applying makeup. Their weightless finish also helps products feel more like skin care.
  • Multi-functional products appeal to consumers looking to streamline their beauty routines as part of a move towards simplicity, efficiency and sustainability. The top three reasons for reduction are to save money (51.97%), to save time (32.75%), and to achieve better results (27.72%).9 

Increased expectations for SPF products

Consumer expectations continue to grow, driven by lifestyles, individual needs, and sun awareness. There is an expectation that products combine performance, pleasure and purpose. Some key areas are:

Sustainability

Consumers are increasingly aware of, and scrutinising the impact of, their choices. It’s therefore no surprise that environmentally friendly claims have increased within sun protection.10

A graph showing that environmentally friendly claims have increased within sun care between 2 time periods (Jun 2019 – May 2020 and June 2023 – May 2024). Sustainable (habitat/resources) has grown from 15 to 41%, environmentally friendly packaging from 11 to 39, environmentally product from 16 to 34, ethical – animal from 13 to 25 and biodegradable from 3 to 6.

Transparency is key in the beauty space with a growing focus on ingredients used, their sourcing, as well as the credibility of their claims.

Inclusivity 

Sun care must be accessible to all. Products are expected to leave no white cast across skin tones and textures, with 73% of consumers saying that an invisible finish is important when purchasing a sunscreen.11 They also expect brands to address individual needs with their offerings such as sensitive skin. Brand imagery and messaging should help to ensure that consumers feel represented to help with increasing usage and addressing pain points.

Value

Consumers want to have clear justification for their purchases. Product value is no longer just defined by ‘low cost’, and offerings must also combine effectiveness, enjoyment and ethics to provide clear value.

  • Effectiveness - Visible, science-backed proof of performance and product claims is essential to build trust and loyalty.

  • Enjoyment - Sensorially pleasing textures and formats that feel more like skin care encourage consumer use. 

  • Ethics - Consumers expect their buying to reflect their personal values.

Gen Z as a core market

Gen Z consumers have a growing influence on beauty, making up 23% of the global population.12 With both the power and confidence to shape trends and change, 52% of Gen Z European consumers say they always seek to try new beauty trends and new products.12 In the sun care market specifically, they are also a more engaged consumer group. 36% of Gen Z vs 24% of all adults apply sun protection once a day or more (UK).2

A graph showing that 36% of Gen Z vs 24% of all adults apply sun protection once a day or more (UK).

Social media is a key area, with consumers across demographics now buying and researching on social platforms. In sun protection, many creators are helping to drive awareness and positive habits through their content and in the UK, Mintel found that 17% of social media users want more content about sun care.5
However, some creators are causing anxiety and spreading misinformation, while others are contributing to dangerous trends such as tan lines or sun cream contouring. Brands should be proactive and help to educate their consumers, dispel myths and promote safe practices. Examples include collaborating with relevant influencers and hosting expert Q&As.

 

Meet beauty trends with our sun care formulation inspiration and expertise

Sun care formulation collection

Our sun care formulation collection will launch later this month. The collection features five formulations to provide inspiration for the trends we have discussed above.

Croda Beauty expertise

At Croda Beauty, our sun care experts have access to various testing methods for sun care, helping us to understand how to build great formulations. Our capabilities include:

  • In house in-vitro SPF and UVAPF testing capabilities
  • Training and workshops
  • Formulation troubleshooting to solve challenges
  • Six labs in five continents with SPF testing capabilities
  • In vivo SPF and UVAPF testing carried out at an external testing facility following the ISO 24444:2019
  • Bespoke formulation (‘customer work requests’) to address your project briefs and challenges

We are happy to offer support to our customers with preliminary screening or guidance. If you would like to discuss our capabilities or anything related to these trends in more detail, please contact us here.

Conclusion

In this blog, we have discussed the new era in sun care that has seen consumers increasingly recognise SPF as a health safeguard and beauty essential, protecting against skin cancer and damage whilst preserving youth and radiance. This shift has opened exciting opportunities for brands to deliver climate-adaptive solutions, disruptive formats and products that meet increased expectations. By aligning with these areas, brands can help to position sun care as an indispensable part of daily beauty routines.

References

1. YouGov, 2025
2. Kantar Profiles / Mintel, 2024
3. WGSN, 2025
4. Flament F, Bazin R, Laquieze S, Rubert V, Simonpietri E, Piot B. Effect of the sun on visible clinical signs of aging in Caucasian skin, 2013
5. Mintel 2025
6. Mintel GNPD
7. WGSN, 2025
8. Nivea Sun, 2025
9. Mintel, 2024
10. Mintel GNPD, June 2019 - May 2024
11. GCI Magazine
12. Euromonitor