As the European summer begins, sun protection moves back into daily focus for many consumers. Yet for a growing number of people, suncare is no longer just seasonal — it is part of an everyday skincare routine. Stronger awareness of UV damage, dermatologist influence and a broader shift toward prevention-focused skincare are all helping to drive that change. According to Euromonitor, global suncare has outpaced overall beauty and personal care growth in recent years and is expected to continue doing so.
The Rise of Daily SPF
Several structural shifts are helping explain that growth. Daily SPF adoption continues to rise as consumers connect sun exposure not only with sunburn, but also with premature ageing, pigmentation and long-term skin health. This increased awareness is also fuelling stronger demand for higher levels of protection, with high-SPF products increasingly seen as a reassuring and practical choice for everyday use. E-commerce and social media have also accelerated product discovery, while brands are expanding into more targeted segments such as children, sensitive skin and male-focused products. At the same time, consumers increasingly expect sunscreen to fit seamlessly into their routines. That means protection has to work not only in technical terms, but also in terms of texture, finish, convenience and compatibility with skincare and makeup.
The Skinification of Suncare
One of the strongest trends shaping the category is the skinification of suncare. Products are increasingly positioned as everyday essentials that behave like skincare, with lighter textures, added skin benefits and more elegant sensorial profiles. Mintel’s 2026 innovation review highlights rising interest in enjoyable textures and scents in Europe, barrier-support claims in Asia, advanced repair positioning in North America and more targeted anti-ageing narratives across multiple regions. In practical terms, this means suncare is no longer expected to simply protect. It is increasingly expected to hydrate, soothe, strengthen the barrier, sit well under makeup and feel pleasant enough to encourage repeated use.
Why Texture, Comfort and Convenience Matter More Than Ever
This shift has pushed usability problems to the centre of innovation. Consumers still associate sunscreen with greasy or sticky textures, white cast, pilling and inconvenient reapplication. These barriers matter because even high-performing sunscreens will underdeliver in real life if consumers do not apply them generously or reapply them regularly. As a result, brands are investing in “invisible” suncare, fast-absorbing sensorial profiles and more portable formats such as sticks, sprays, mists, cushions and serum-like fluids. Mintel’s data shows that sticks and serums have gained share in recent years while cream and lotion launches have declined, reinforcing the move toward formats that support everyday use and on-the-go reapplication.
Sustainability Is Reshaping Sun Protection
Environmental considerations are becoming a more visible part of suncare innovation. Many consumers are actively looking for products they perceive as more environmentally friendly, and reef-safe has become one of the most recognisable signals in that conversation. Trade publications such as Cosmetic Business and Global Cosmetic Industry have highlighted the growing visibility of reef-safe SPF claims and the wider industry focus on sun care ingredients, trends and packaging. This is helping drive interest in mineral and hybrid sunscreens, as well as in broader formulation choices linked to biodegradability, renewable sourcing and more responsible packaging. For brands and formulators, the implication is clear: environmental positioning is no longer a niche add-on, but an increasingly important part of how sunscreen products are evaluated. At the same time, it also raises the bar, because products are expected to combine strong protection and good sensorial performance with a more considered environmental profile.
Why Modern Suncare Is Harder to Formulate
These shifting expectations also make sunscreen development more challenging. Brands are being asked to deliver high SPF, light textures, pleasant skin feel and stronger environmental credentials, all while working within a complex and evolving regulatory landscape. On top of that, different UV filters create different formulation challenges. Organic UV filters can be difficult to keep fully dissolved, while mineral filters can be harder to disperse evenly and may increase the risk of whitening on skin. This means formulators need to think carefully about the full system, not just the filters themselves, in order to create products that are both effective and appealing to use.
Four Formulation Concepts That Reflect Today’s Trends
At AAK Personal Care, we recognise that today’s suncare developers are being asked to solve multiple challenges at once. With this in mind, we have been exploring how AAK emollients can support the formulation of suncare products that better meet these evolving consumer demands. These concept examples show how current market needs can translate into different product formats, textures and formulation approaches.
- The Clear & Invisible Daily Sun Stick SPF 50+ responds to the demand for practical reapplication and invisible high protection. Its portable stick format is ideal for on-the-go top-ups and targeted areas, while the clear system helps support glide and reduced visible residue.
- The ClearGuard Sun Oil SPF 50 reflects the move toward lightweight, elegant formats that make frequent use feel easier. This clear oil concept combines high protection with a dry-touch, non-sticky finish for comfortable daily wear.
- The Solar Meringue Skin Shield SPF 30 shows how suncare is borrowing from skincare-inspired texture design. Its whipped, airy format brings a more indulgent feel while still delivering everyday protection.
- Finally, Urban Defence Daily Face Cream SPF 30 highlights the ongoing importance of daily protection in classic facial skincare. It combines UV defence with a light cream texture suited to the morning routine and everyday use.
Explore more
Visit the AAK Personal Care website to explore more formulation inspiration and learn how our emollients, including LIPEX SheaSolve, can support today’s suncare formulation needs.
References
1. Euromonitor Passport. Suncare Retail Sales Value (RSP), World, 2019–2029.
2. Euromonitor. The world market for Beauty and Personal Care, May 2025.
3. Mintel. The Future of Suncare, 2025 and 2026.
4. Mintel GNPD. February 2021–January 2026.
5. A Year of Innovation in Suncare, 2026. Mintel presentation, March 2026.
6. Cosmetic Business. Searches for 'reef safe SPF' are up 86%, but are claims still misleading?
7. Global Cosmetic Industry. March Insider Insights: Sun Care Ingredients & Trends + Packaging for Beauty Launches.
