What's Happening?
The trend of milky sunscreens is gaining traction in the beauty industry, driven by consumer demand for lightweight and soothing sun protection products. Unlike traditional sunscreens, milky sunscreens offer a fluid consistency that is easier to apply
and often includes skincare ingredients like niacinamide and hyaluronic acid. According to a report by Spate, milky sunscreens have seen significant growth, becoming the third biggest trend in sun care. This trend is particularly popular among consumers with sensitive skin, who appreciate the gentle formulation. Japanese brands like Shiseido and Bioré are leading the market with their innovative milky sunscreen products.
Why It's Important?
The rise of milky sunscreens reflects a broader shift in consumer preferences towards multifunctional beauty products that combine skincare benefits with sun protection. This trend is significant for the sun care industry, as it highlights the importance of product innovation in meeting evolving consumer needs. By offering a more pleasant application experience and additional skincare benefits, milky sunscreens are likely to attract a wider audience, including those who may have been reluctant to use traditional sunscreens. This could lead to increased market growth and encourage other brands to develop similar products.
