Marketing Sunscreen: Everything You Need to Know to Shine

People don't shop for sunscreen the same way they did ten years ago.

Back then, sunscreen was something you bought before a beach vacation. It lived in a separate category from skincare and makeup. You used it when the weather got hot, then forgot about it until next summer.

Today, sunscreen looks very different. A customer might apply a tinted sunscreen before work. Carry an SPF stick in their bag for touch-ups. And use a CC cream with SPF as part of their makeup routine. Sun protection is still the goal, but convenience, texture, finish, and appearance now influence purchasing decisions just as much.

That's why sunscreen marketing has changed.

If you're building a sunscreen brand, you're competing with the whole skincare package: moisturizers, foundations, skin tints, and every product fighting for space in someone's routine.

Understanding that shift will help you build and market sunscreen products people actually want to use every day.

Key Takeaways

Sunscreen now competes with skincare and makeup, not just other SPF products.
People increasingly choose sun care products that fit naturally into their daily routines.
Tinted SPF, sticks, and hybrid formulas are changing what customers expect from sunscreen.
Branding, packaging, and product format can influence purchasing decisions as much as SPF itself.
Education remains one of the most powerful tools in marketing sunscreen.

Sunscreen 101: Health benefits and different types

Daily sunscreen use should be a no-brainer, right? At least I think so. After all, sun protection helps protect skin against premature aging, sunburn, and long-term damage caused by UV rays.

As SPF becomes an everyday habit, customers are paying closer attention to what they're putting on their skin. Texture, finish, ingredients, and wearability all influence purchasing decisions.

To understand those preferences, let's start with the two main types of sunscreen – chemical and mineral:

	Chemical sunscreen	Mineral sunscreen
Active ingredients	Chemical ingredients like avobenzone, oxybenzone, and octinoxate	Organic compounds like zinc oxide and titanium dioxide
Texture and coverage	Thinner texture, transparent coverage	Thicker, heavier texture, opaque in coverage but not see-through
How it works	Absorbs the sun rays and turns them into heat	Sits on top of your skin like a shield and reflects the UV rays from the sun
Efectiveness	~20 to 30 minutes from the moment of application	Immediate

Both types can provide effective broad spectrum sun protection when used correctly. The difference comes down to how they work, how they feel on the skin, and what matters most to your target audience. For more, read our natural vs. synthetic ingredients breakdown.

Don’t forget that depending on the product type you choose, you can also adjust your skincare marketing efforts. Maybe the unique selling point (USP) of your product will be the thin texture of chemical sunscreen? Or perhaps you want to cater toward the environmentally-conscious crowd with mineral sunscreen?

For that, you’ll need to put in the effort in understanding your existing audience and who you want to attract.

SPF Marketing Trends Shaping the Beauty Industry

Sunscreen has quietly become one of the most versatile categories in beauty.

Not long ago, sunscreen sat in its own corner of the market. Today, it's part of skincare, cosmetics, and everyday beauty routines. Customers still want reliable sun protection, but they also expect products that support their skin health and fit into their daily routine.

A sunscreen can offer broad spectrum protection against both UVA and UVB rays. But if it feels heavy, leaves a white cast, or doesn't work well under makeup, customers may never reach for it again.

That's why sun care marketing looks different now than it did a few years ago.

SPF Is Becoming a Hybrid Beauty Category

Customers increasingly expect sun protection to come with other benefits, whether that's hydration, coverage, or skincare ingredients. That's one reason tinted SPF products, sticks, and CC creams continue to gain popularity.

Fortune Business Insights estimates the global sun care products market will grow from $16.12 billion in 2026 to $25.63 billion by 2034. There’s also growing demand for multifunctional products – moisturizers and skin-enhancing products with built-in sun protection.

The market reflects buyer behavior. Customers aren't shopping for SPF separately anymore. They're looking for products that fit naturally into their daily routine while also delivering sun protection and additional skincare or beauty benefits.

Tinted SPF, Sticks, and CC Creams Are Redefining What Modern Sunscreens Offer

Many of the fastest-growing SPF products look very different from traditional sunscreens.

Brands are increasingly launching tinted SPF products, water resistant SPF sticks, and hybrid formulas that sit somewhere between skincare and cosmetics. The goal isn't just protection from UV radiation. It's making SPF easier to wear every day.

That's part of what's driving significant growth across the category. Customers don't necessarily want another step in their routine. They want products that fit naturally into the ones they already have.

Even formats like SPF sprays are playing a key role. They're convenient, easy to reapply, and particularly appealing to certain target audiences, such as outdoor enthusiasts who spend long periods in the sun.

Daily SPF Is Becoming Part of the Beauty Routine

For many customers, applying SPF now feels as routine as cleansing or moisturizing.

Daily skin protection has become part of getting ready in the morning. That's one reason more skincare products, cosmetics, and SPF formulations are starting to overlap.

Who Are You Selling Your Sunscreen Products To?

According to Statista’s data of 2024, 12% of Americans apply sunscreen daily, another 12% do it a few times per week, 13% apply it a few times per month, 29% — less often. But a staggering 33% never apply sunscreen.

What’s more, CDC statistics tell us that women of all ages use sunscreen much more actively than men (~30% of women and ~13% of men).

The numbers reveal an important pattern in consumer behavior – sunscreen habits vary widely. While women are generally more likely to use SPF, to reach men, you often need to provide more education around daily sun protection.

Consumer needs vary, too. Some customers want reliable sun protection. Others are looking for a product that works well under makeup or feels comfortable on sensitive skin. Beauty-first SPF users often fall into the second group.

An increasing awareness around skin health continues to shape market trends. Understanding these differences can make product development and marketing strategies much easier for you.

Crafting Sunscreen Branding That Stands Out

Most sunscreen products promise protection. That's why branding carries so much importance.

When customers compare products with a similar sun protection factor, they're often looking at everything around the formula. The packaging. The design. The feeling the brand gives off.

Skincare is personal. Different skin types come with different concerns, and people tend to pay attention to what they're putting on their skin. Clear messaging, familiar ingredients, and realistic claims can go a long way in building trust.

The same goes for branding. Some customers love clean, minimalist products. Others are drawn to premium packaging, organic ingredients, or brands with a strong point of view. Consumer preferences rarely fit into one box.

Take Vacation Inc. Their Classic Whip sunscreen looks more like whipped cream than a traditional SPF product. Whether you love it or hate it, you'll probably remember it.

Source: Sol de Ibiza

Sol de Ibiza takes a different route. The brand focuses on organic ingredients, sustainability, and reusable packaging. You can identify what the brand stands for before you even read the product description.

Different marketing strategies. Different audiences. Both memorable for completely different reasons.

SPF Marketing and Sunscreen Marketing Inspiration

Your customers are looking for more than just SPF – they (knowingly and unknowingly) are also searching for a sunscreen brand that aligns with their lifestyle and values.

In order for you to reach your ideal customer, you need to shout your brand messaging from the rooftops, hoping they’ll hear you. And by shouting, I mean crafting effective marketing strategies.

Reaching the right customers takes more than a great product. Here are a few ways to put your sunscreen products in front of the people most likely to buy them.

Digital Marketing Channels

Sunscreen is one of the few beauty products people constantly have questions about. How much should I apply? Do I need it indoors? Will it work under makeup? How often should I reapply it?

That's exactly why digital marketing works so well for SPF brands.

Your website can do more than sell products. It can answer questions, share educational content, and help customers understand your formulations, ingredients, and approach to sun safety. It also gives you space to showcase the details that make your brand recognizable, whether that's your logo, packaging materials, or overall visual identity.

Coola is a good example. Within a few seconds of landing on the website, you already have a sense of what the brand is about. The Spoil Your Skin lets you know that they’ll take care of your skin, the branding is simple, and the menu bar only has two sections to choose from (Shop and Learn).

Social media creates another opportunity. Spend a few minutes on TikTok and you'll find SPF routines, sunscreen reviews, product comparisons, and dermatologists answering skincare questions.

Another sun care brand that’s nailed their social media strategy is Vacation Inc. They stay true to their brand which is characterized by nostalgic, retro-inspired visuals even on their socials. You can feel the branding throughout!

And don't overlook smaller creators. A dermatologist explaining a formula or a UGC creator showing how a product wears throughout the day can often be more convincing than a traditional advertisement.

Traditional Marketing Channels

While digital channels often take the spotlight, traditional marketing tools are still powerful. Retail stores, pharmacies, and dermatology clinics can help introduce your products to customers who may not discover them online. For many people, seeing a product on a shelf still builds confidence.

Pharmacies are particularly interesting. People often associate them with expertise, tested products, and trustworthy recommendations. That can work in your favor, especially when topics like skin cancer prevention and daily sun protection are already front of mind.

Sampling is another tactic worth considering. Sunscreen is a product people often want to try before buying. A sample can tell people more about a formula than a product description ever could.

The best marketing strategies rarely rely on a single channel. The importance lies in finding the mix that works for your business and the customers you want to reach.

Seasonal Activities

Summer will always be the sunscreen season. People head to the beach, spend more time outside, book holidays, and generally spend longer periods in the sun.

That also makes summer a good time for product sampling. Sports events, festivals, company picnics, and community gatherings can all put your products in front of new people.

At the same time, sunscreen marketing strategies are becoming less seasonal than they used to be.

Anyone who skis, snowboards, hikes, or spends time outdoors knows that UV radiation doesn't stop when summer ends.

What people look for can change, though. In July, water resistance might be the feature that gets the most attention. A few months later, interest may shift toward skincare-focused formulas or products made with natural ingredients.

For your business, that's worth remembering. Summer may bring the biggest spike in demand, but opportunities don't disappear with the warmer weather.

Sunscreen Product Innovation: Formats That Drive Sales

The most interesting sunscreen launches today aren't always new formulas. Sometimes they're a stick, a spray, or a product that barely looks like sunscreen at all.

A few formats keep showing up again and again:

Sticks. Small enough to throw into a bag and easy to reapply without much mess.
Sprays. Popular for a reason. A quick spray feels a lot less intimidating than a full sunscreen application, especially when you're in a hurry.
Tinted SPF products. Part sunscreen, part makeup. They're often chosen by customers who want coverage and protection in one product.
Hybrid formulations. One of the clearest market trends in beauty right now. These products sit somewhere between skincare, makeup, and sun care.
Natural and performance-focused products. Some people look for natural ingredients. Others pay closer attention to performance and ingredients such as chemical UV filters. Environmental impact is becoming part of that discussion too.
Multi-tasking products. Coverage, skincare ingredients, and SPF in one product. A few years ago, that combination would have felt unusual. Today, it feels completely normal. The CC Cream Ceramide SPF30 Stick is a good example of that.

Shining Bright in the Sunscreen Market

A few years ago, SPF marketing was relatively straightforward. You talked about summer holidays, sunny weather, and maybe a higher SPF number.

Today, the category looks very different. Sunscreen is no longer just a sun care product. It's part of skincare routines, beauty rituals, and everyday makeup bags. That means you're no longer competing on SPF alone.

The products you create, the formats you choose, the way you position your brand, and how you communicate with customers all play a role.

That's also what makes the category so interesting. You don't need to reinvent sunscreen to stand out. Sometimes, it's about understanding your audience a little better, presenting product offerings in a fresh way, or finding a place in a routine where sunscreen already belongs.

A little. When you're marketing sunscreen, you're often explaining habits as much as products. People still have questions about SPF, skin cancer, and daily use, which makes education a bigger part of the process.
Usually, it's not one thing. A product that's pleasant to use, fits easily into a routine, and comes from a brand people trust tends to have an easier time finding an audience. Tested formulas help too.
Partly because people are tired of adding more steps to their routine. If one product can handle coverage, skincare, and protect from ultraviolet (UV) radiation at the same time, that's often an easy choice.
Start by identifying who you're creating it for. The clearer the audience, the easier it becomes to make decisions about products, messaging, and marketing strategies.
The channels that help people learn. Educational content, creators, dermatologists, pharmacies, and retail partnerships can all work well because they give you opportunities to talk about skin health and how to protect it.