GLOBAL SUNSCREEN MARKET OVERVIEW AND DEFINITION

The global sunscreen market is going through big changes, driven by growing awareness about skin health, rising UV exposure from climate change, and evolving lifestyles. What was once seen as a product just for beach days is now a key part of daily skincare routines around the world, thanks to the rise in skin cancer cases, urban pollution, and skincare trends boosted by social media. Today’s consumers want sunscreens that do more than just block the sun, they’re looking for products that also hydrate, repair, and care for their skin. That’s why multifunctional and “clean” sunscreens are gaining popularity, often including ingredients like antioxidants and niacinamide, and using reef-safe filters and eco-friendly packaging. Creams and lotions still lead the market, but sprays and sticks are catching on because they’re easy to use and great for on-the-go protection. Women remain the biggest users, but interest is growing among men, parents shopping for kids, and people with active, outdoor lifestyles. North America and Europe remain the most advanced markets in terms of product use and innovation. However, the Asia-Pacific region is seeing the fastest growth, thanks to beauty trends and higher incomes. With the continued rise of clean beauty and e-commerce, the sunscreen industry is quickly evolving and changing how people everywhere protect their skin.

MARKET DYNAMICS

Market Drivers

Rising Preventive Skincare Awareness

People around the world are becoming more aware of the importance of protecting their skin every day. This growing awareness is helping prevent both short- and long-term damage caused by the sun. The World Health Organization (WHO) says that over 1.5 million new cases of skin cancer are reported each year, and up to 80% of them could be avoided by taking simple steps like staying in the shade, wearing hats and long sleeves, and using sunscreen that protects against both UVA and UVB rays. Thanks to public health campaigns like WHO’s INTERSUN programme and Australia’s SunSmart campaign, more people, including children and outdoor workers, now understand the risks of too much sun exposure. At the same time, more skin cancer cases, especially among younger people, have led dermatologists to suggest using sunscreen with SPF 30 or higher every day, even for regular routines. All these efforts are making a real difference.

Social‑Media‑Led SPF Adoption

Social media has played a huge role in making sunscreen a regular part of people’s skincare routines. Platforms like TikTok and Instagram have helped change the idea that sunscreen is just for summer. A big part of this buzz comes from beauty influencers. These influencer videos have been watched nearly a billion times, making SPF feel like an everyday essential instead of a chore. In July 2024, Deconstruct began offering free sunscreens in vending machines. This initiative aimed to promote skin health and provide easy access to sun protection during the peak summer season. This became a viral campaign and became popular on social media with videos showing the vending machines in action and attracting a lot of audience.

Market Restraint

Price Sensitivity in Developing Regions

In many developing countries, people often have less disposable income compared to those in developed countries. Because of this, high-quality sunscreens with features like water resistance, high SPF, or “reef-safe” ingredients are seen as expensive and out of reach for many. These products can cost 30–50% more than basic lotions, making them a luxury for a lot of families. On top of that, there’s usually not enough public funding for sun safety awareness campaigns. Myths like darker skin doesn’t need sunscreen are still common, which makes people less likely to see the value in using it or spending money on it. To reach these price-sensitive markets, many companies offer smaller versions or lower-SPF products. But this often means lower profit margins, and sometimes less effective protection.

Misinformation & Safety Concerns

Misinformation about sunscreen, mainly spread through social media, is making some people question its safety and avoid using it altogether, which is putting them at greater risk of sun damage. Many influencers have shared false claims that sunscreen ingredients cause cancer, mess with hormones, or lead to serious health problems. But there’s no solid science behind any of this. Some news stories have also blown things out of proportion, like when a few sunscreen sprays were recalled because of small amounts of a chemical called benzene. While it was a manufacturing issue, it was treated in headlines as if all sunscreens are dangerous. Other myths are also making the rounds, like the idea that sunscreen blocks your body from making vitamin D completely or causes nutrient deficiencies. To fix this, we need clear public health messages, honest ingredient labelling, and trustworthy influencers to help remind everyone that sunscreen is a safe, proven way to protect your skin from harmful UV rays.

Market Opportunity

Multifunctional Products

More and more people want sunscreens that do more than just block the sun, they want products that also care for their skin. This has led to the rise of “skinified” sun care, where sunscreens are packed with added benefits like anti-ageing ingredients, moisturisers. In fact, over half of sunscreen users now get their SPF through products like moisturisers, BB/CC creams, primers, and lip balms. These products not only protect the skin from UV rays, but also help with things like evening out skin tone, defending against pollution. One example is Tower 28’s SunnyDays Tinted Sunscreen Foundation, which is gentle enough for sensitive skin and combines sun protection with hydration and redness control. Newer formulas even cater to acne-prone skin, help strengthen the skin barrier, and come in eco-friendly packaging. All of this shows how sunscreen is evolving into a smarter, more valuable part of everyday skincare.

Market Trends

Clean‑Beauty & Sustainability

Clean beauty and sustainability have become must-haves for today’s sunscreen buyers. People don’t just want sun protection, they want to know exactly what’s in the product and how it affects the planet. To keep up, many brands are removing harmful ingredients like oxybenzone and octinoxate, which have been linked to coral reef damage. Instead, they’re using safer mineral-based ingredients. Packaging is also getting a major upgrade. Refillable containers, paper tubes, and biodegradable cartons are no longer rare, they’ve gone mainstream. And it’s not just about what’s in the product or the packaging. Consumers, especially Gen Z, also want proof that sunscreens are cruelty-free, vegan, and made with a low carbon footprint.

SEGMENTATION ANALYSIS

By Product Type

Lotions and creams are still the most popular type of sunscreen around the world, making up about 60–70% of total sales. People trust them because they’re widely available in pharmacies and stores, they work well, and they provide good hydration and even coverage, especially helpful for those with dry or sensitive skin.

Spray sunscreens are quickly catching up. They’re popular because they’re fast and easy to apply, even over clothes or on hard-to-reach spots. This makes them a favourite among athletes and beachgoers. New aerosol-free spray options are also helping address concerns about inhalation and the environment, which is boosting their popularity even more.

Stick sunscreens hold a smaller share, but they’re valued for their mess-free, precise application, especially on the face and lips. Many now come in eco-friendly packaging, which appeals to clean-beauty fans.

Powder sunscreens are still a niche product, but they’re becoming more common in East Asian countries. There, people are using SPF powders as part of their makeup routines, especially for sun-contouring and touch-ups throughout the day.

By End-User

Women are still the biggest users of sunscreen, mainly because they’re more aware of how sun exposure can cause ageing and often include SPF as part of their daily skincare routines.

But there’s a growing opportunity with men, as more brands are now offering lightweight, non-greasy, tinted, and fragrance-free options, along with educational efforts to help close the gap in usage.

Sunscreens for children also have a steady market, thanks to gentle, mineral-based formulas and fun packaging that helps parents stick to sun protection during outdoor play.

Meanwhile, sunscreens designed for sports and active lifestyles are gaining traction. These products, usually in spray or stick form, are made to resist water and sweat, and are backed by research and endorsements from athletes and sports events, making them ideal for people on the move.

REGIONAL INSIGHTS

North America is still the most developed and innovation-focused sunscreen market. Because sunscreens are regulated as over-the-counter drugs, the U.S. FDA has strict rules, it only allows 16 UV filters and requires thorough safety testing. While this slows down the approval of new ingredients, it also builds strong consumer trust and sets a high bar for clean, safe formulations. Dermatologists often recommend daily use of SPF 30 or higher, and nearly every major drugstore or beauty retailer carries a wide range of sunscreen products.

Europe is not far behind. There, sunscreens are treated as cosmetics, not drugs, making it easier for brands to experiment with new filters and lighter, more elegant textures. Updates to the EU’s cosmetic laws now allow advanced ingredients like mineral zinc oxide, which offer strong sun protection without leaving a white cast. As a result, Europe is home to many high-end sunscreens, often packaged in sustainable, reef-safe materials.

The Asia-Pacific region is growing the fastest. In countries like China, India, Japan, and South Korea, fair and spotless skin is considered a beauty ideal. As incomes rise, more people are buying sunscreens, especially the lightweight, non-greasy types inspired by Japanese routines that are going viral on Instagram and TikTok. Local brands mix popular K-beauty ingredients like niacinamide and liquorice extract with high-SPF mineral filters, offering products that protect the skin and care for it at the same time.

In Latin America and the Middle East & Africa, sunscreen use is still relatively low. This is mainly due to high prices, lack of awareness campaigns, and challenges with product availability. But these regions are heating up faster than the global average, according to climate data, making sun protection more important than ever.

KEY INDUSTRY DEVELOPMENTS

In June 2025, U.S. lawmakers introduced a bipartisan bill designed to speed up the FDA’s approval process for new sunscreen ingredients. The goal is to help American sunscreen products catch up with the advanced formulas already available in other countries.

In October 2024, for the first time in nearly 25 years, DSM-Firmenich officially submitted a request to the FDA to approve a new sunscreen ingredient, bemotrizinol. This started the FDA’s 17.5-month review process to consider adding it to the list of approved UV filters in the U.S.

GLOBAL SUNSCREEN MARKET REPORT SCOPE & SEGMENTATION

MARKET REGIONAL COVERAGE

North America (United States, Canada)

Europe (France, Germany, United Kingdom)

Asia-Pacific (China, South Korea, India, Japan)

Middle-East & Africa (South Africa, Israel, UAE, Iran, Saudi Arabia, Qatar, Rest of Middle East and Africa)

Latin America (Brazil, Mexico, Colombia)

MARKET ACTIVE PLAYERS

L’Oréal
Johnson & Johnson
Beiersdorf
Shiseido
Estée Lauder
Unilever
Procter & Gamble
Coty
Avon
Banana Boat
Australian Gold
Supergoop!
Dot & Key
Bullfrog Sunscreen
Blue Lizard