The growth of daily SPF as a must-do, and of mineral SPF as a must-have, has highlighted the aesthetic challenges of mineral-based sun care, particularly for those with deeper skin tones. At the same time, more consumers are learning that wrinkles, fine lines, and dull, leathery skin can be caused by unhealthy exposure to environmental stressors like UV, pollution, and blue light. Through all of this, consumers are looking for brands to join the conversation and serve as both a model for inclusive behavior as well as a guide for how to live well. Across all BPC categories, this means strategies that include everyone and improve the health of the skin by protecting it from unnecessary damage. Consumer trend data from Mintel shows:

• Sunscreen is moving away from the beach. In the US, 89% of suncare consumers use makeup with SPF regularly year-round
• Yet, makeup and skincare products with SPF are not broadly accessible to everyone. 82% of Black consumers agree there's a lack of existing options for their skin type.
• 78% of sunscreen users agree it's worth paying more for sunscreen with facial skincare ingredients or benefits.
• 76% of consumers wear some form of skin protection and 94% of consumers report regularly using skincare products that protect the skin from environmental aggressors.
• Within suncare, 71% of consumers prefer mineral over chemical sunscreen
• 71% of men agree that they should be applying more skin protection than they currently do

The prioritization of skin health and wellness across BPC categories alongside growing demand for inclusive beauty products means that brands must consider the needs of all skin types, and how their new launch addresses these core consumer demands. Product claims and positioning all play into how a product is perceived by an ever-engaged market that is quick to applaud a win, and just as quick to scrutinize a brand that is missing the mark. Consider these ways brands can adapt to meet the market:

• Better beauty for everyone.

  While formulas and aesthetics continue to improve, especially for consumers with darker skin tones, trending hashtags like #nowhitecast, and #darkskinmakeup illustrate the need for more inclusive products designed to work for every skin tone. “The continued traction for #darkskinmakeup on TikTok is a reminder that the beauty industry has more to do in terms of color cosmetics for melanin-rich skin,” says SPATE’s 2024 report Black Beauty Consumer Trends on Tiktok. Data from Mintel supports this with 82% of Black consumers reporting a lack of options for their skin type.

• Sun health for skin health.

  Driven by skin health concerns, consumers are applying more suncare products, Aging (49%) vies with cancer (47%) as suncare users’ top two skin health concerns, according to Mintel. Brands can leverage consumer awareness of the need to protect from all environmental aggressors, including UV rays, blue light, and pollution, to promote hardworking products backed by science designed to improve and protect skin health.

Winner of Best Formulation in the Cosmopack Awards, Cosmopack North America 2022! Multi-cultural Magic featuring Solésence Blüm™ (tinted version) and Solésence Kleair™ (tinted/untinted) is a luxurious, medium-weight moisturizer that features two patented-pending technologies in the Active Stress Defense™ suite — offering comprehensive protection against free radicals emitted by UVA, UVB, HEV (blue) light, and pollution, with an elegant finish designed for all skin tones. This product comes untinted or tinted; the tinted version can double as a lightweight color corrector.

Solésence Kleair™* technology-enabled claims:

• Medium-weight formula leaves skin feeling smooth and moisturized
• Non-nano, mineral-based broad-spectrum SPF 50+ sunscreen protects the skin from 98%+ of UV radiation
• Reduces pollution-induced free radicals by over 85%
• Extremely high-transparency zinc oxide reduces the signs of early aging, such as fine lines, blotchiness, and an uneven skin appearance
• *If added* a super-powered anti-oxidant complex works in synergy with Kleair™ to boost anti-oxidant activity by as much as 200%

Solésence Blüm™*-enabled claims (tinted only):

• Reduces up to 77% of blue light (HEVL)-induced free radicals
• Plant-based rutin gives a synergistic boost to UV performance and free radical fighting in the skin

Additional marketing claims available:

• In a clinical study after one day of use (1):
  •100% of users experienced over a 40% increase in skin’s moisture levels in just one hour
  •100% of users experienced an immediate reduction in water loss, with 90% maintaining the reduction for 8 hours, demonstrating an improvement in skin’s barrier function.
• Sustainably produced squalane provides moisturization and anti-aging benefits while contributing to eco-conscious branding
• Vegetable glycerin (ISPO) and aloe vera deliver superior hydration to the skin
• Non-nano, Chemical-sunscreen-active-free, Silicone-free, Paraben-free, Fragrance-free, Cruelty-free

*Trademark cannot be used without written permission from Solésence
¹ In-vivo clinical study conducted with 10 subjects