Woman at beach wearing Clean Mineral UV shield, smiling
Clean Mineral UV Shield squeezed out of a white tube


Clean Beauty ☼ Mineral SPF ☼ Hyaluronic hero

Clean beauty, mineral SPF, hyaluronic hero Clean beauty continues to take over the beauty industry as retailers, influencers, and consumers educate themselves on ingredients to look for — and ones to avoid. Clean beauty has fueled demand for "clean" sun care for the face and body — and that means we can expect an increase in demand for products that use mineral, non-nano sunscreen actives. Consumer trend data from Mintel shows:


  • Innovations for facial care continue to tap into environmentally friendly, naturalness, wellness and diversity trends.
  • "Adults aged 25-44 are more likely than their counterparts to consider mineral based as a driving purchase factor" — this is also the demographic "more engaged and invested in the sun protection category in general."
  • Simpler facial skincare routines are growing in Asia, driving multifunctional and ingredient-led innovation.
  • Enhancing skin's natural defense and helping skin function at its best will be crucial for facial care in response to increasingly health-conscious consumers.
  • Standout makeup/skincare NPD often promotes the use of hero hydrating ingredients and the ability to reveal glowing skin.
Woman at the beach, looking over her sunglasses while standing against a blue wall


The skin care category continues to be strong during challenging times, and clean beauty is no exception. “During the [Covid-19] pandemic, clean beauty and safety mentions increased" with a "28% daily trend increase" and 95.1% positivity rate in the US. Globally, there was a "56% daily trend increase, with 95.3% of mentions being positive.” At the same time, consumers continue to see the link between skin health and skin care, resulting in sun care products with skin care claims and ingredients.

  • Embrace ingredients consumers love.
    More than ever, consumers demand to be heard. Bloggers, influencers, and everyday buyers are talking about ingredients they do and don’t want. We know consumers love moisturizing heroes like hyaluronic acid, so adding it to an all-star product can help build your relationship with consumers and, ultimately, influence their purchasing decision.
  • Show you put safety first.
    There is a lot of confusion surrounding what’s safe and "clean" in skin care, and especially in UV protection. By offering non-nano, mineral sunscreen actives that are generally regarded as safe and effective (GRASE) by the FDA, brands can build trust with consumers.
Clean Mineral UV Shield squeezed out of a white tube


Clean Mineral UV Shield gives consumers exactly what they’ve been asking for: a clean product that doesn’t compromise on performance, plays with innovation, and is packed with naturally-derived ingredients and moisturization heroes. The medium-weight moisturizer contains silicone-free Kleair™ Technology, a unique, non-nano mineral shield that delivers broad-spectrum SPF 50+ sun protection and pollution defense to keep the skin fully protected. Hyaluronic acid, sustainably produced squalane, and organic jojoba oil round out this delightful and nourishing face and body cream.

Kleair™ enabled claims:

  • Non-nano, mineral-based broad spectrum SPF 50+ sunscreen protects the skin from 98%+ of UV radiation
  • Pollution Defense Technology reduces pollution-induced free radicals by 85%
  • Kleair™ Technology boosts antioxidant activity by as much as 200%

Additional marketing claims available:

  • Patented, medium weight fluid instantly evens skin tone and hides fine lines and wrinkles
  • Contains well-known ingredient hero Hyaluronic Acid to help moisturize not only topically on the skin, but within the skin as well
  • Contains other naturally derived ingredients including grape seed extract, green tea extract, and bisabolol
  • 80-minute water resistance
  • Contains anti-irritant ingredient allantoin via a patented delivery system
  • Non-comedogenic
  • Paraben-free, PEG-free, Phenoxyethanol Free, Fragrance-free, and Cruelty-free