2026
9
US Suncare and Skin Protection Market Report 2026
2026-02-04T20:01:33+00:00
REPC6966246_3EB1_41D5_9662_463EB191D5B8
3695
190880
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Report
en_GB
As personal care routines become increasingly expensive, consumers are streamlining their suncare habits. Even previously growing sectors, such as hybrid suncare, are experiencing their first decline in years. The rising…
US
Suncare
simple

US Suncare and Skin Protection Market Report 2026

As personal care routines become increasingly expensive, consumers are streamlining their suncare habits.

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for suncare and skin protection in the US
    • Winning market strategies and innovations
    • Emphasize baseline consistency over quantity of products
    • Skinfeel and good-for-you formulas motivate consistency
    • Align at-home tanning with healthy skin priorities
    • Discover the top five trend territories for success in US skincare using Black Swan’s social prediction technology
  2. THE MARKET

    • Snapshot: market size and forecast of suncare and skin protection products
    • Report scope and market definition
    • Suncare and the economic outlook: consumer sentiment remains depressed amid slowing job growth and higher prices
    • Graph 1: consumer sentiment index, 2022-25
    • Market drivers
    • Suncare takes a hit from rising costs of total personal care routines
    • Graph 2: value, average price and volume of MULO suncare and skin protection product sales, 2020-24
    • New filter approval to bring new formulas to the market
    • Aging population challenges a category still anchored to outdoor activity
    • Graph 3: population, by age group, 1980-2055*
    • Preference and availability of foreign sunscreens remains prevalent…
    • …and is already shaping new marketing claims among domestic sunscreen
    • Graph 4: suncare product launches with PA rating claims, 2020-25
    • Market size and key players
    • Market size and forecast of suncare and skin protection products
    • Graph 5: total retail sales and forecast of suncare and skin protection products, at current prices, 2019-30
    • US: total retail sales and forecast of suncare and skin protection products, at current prices, 2019-30
    • US: total retail sales and forecast of suncare and skin protection products, at inflation-adjusted prices, 2019-30
    • MULO sales of suncare and skin protection products, by leading companies, rolling weeks 2024 and 2025
    • Graph 6: suncare and skin protection MULO sales change of leading companies and brands, 2024-25
    • Graph 7: MULO suncare and skin protection share change of leading companies, 2024-25
    • US: MULO sales of suncare and skin protection products, by leading companies and brands, rolling 52 weeks 2024 and 2025
    • Keep an eye on Amazon as a key replenishment channel, beauty retailers + social as sources of discovery
    • Graph 8: retail channels for sunscreen, by generation, 2025
  3. THE CONSUMER

    • Sunscreen usage trends
    • Use of topical SPF shows signs of decline
    • Graph 9: usage of sun protection products, 2024-25
    • Headwinds come from shrinking sun protection repertoires
    • Graph 10: repertoire of suncare and skin protection products by gender and age, 2024 vs 2025
    • Purchases of premium-positioned products may contribute to cannibalized spending
    • Graph 11: purchase of a premium sunscreen product/brand in the past 12 months, 2025
    • Low motivation among Gen X and older generations remains a persistent challenge
    • Graph 12: use of suncare products among consumers Gen X and older, 2024 vs 2025
    • Young men buck the trend with broader category engagement
    • Graph 13: net use of suncare products among men aged 18-35, 2024-25
    • Segment opportunity: men’s daily suncare
    • Sunscreen seasonality
    • Daily users remain in the minority, even during warmer months
    • Graph 14: frequency of use of suncare and skin protection products during warmer months (ie summer), 2025
    • Consistency of use remains key to brand and category health
    • Graph 15: select frequencies of use of facial moisturizer with SPF, 2025
    • Acknowledge seasonal changes to skincare priorities
    • SPF-infused personal care is also subject to seasonal de-prioritization
    • Graph 16: changes to suncare application in cooler months, by gender and age, 2025
    • Treat fall/winter as a tentpole moment
    • Sunscreen preferences: claims, textures and formats
    • Gen Z leads the demand for clean and aesthetic claims
    • Mineral preferences are here to stay, bolstered by better-for-you claims
    • Graph 17: select filters associated with botanical/herbal claims in suncare, 2022-25
    • Mineral preferences are here to stay, bolstered by better-for-you claims
    • Graph 18: attitudes and behaviors toward mineral vs chemical sunscreens, 2025
    • Young people’s mineral preferences are passed along to their children
    • Anticipate mineral filters to become a norm for Gen Alpha skin protection
    • Balance protection benefits and textures for situational skin needs
    • Graph 19: select attitudes toward SPF levels and product texture, by generation, 2025
    • Leverage variety and wearability for off-season, year-long use
    • At-home tanning trends and routines
    • At-home tanning products see steady growth
    • Graph 20: use of at-home tanning products, 2022-25
    • Align at-home solutions with melanated and ethnic skin priorities
    • Graph 21: usage of tanning oil/lotion by race or ethnicity, 2022-25
    • Continue to expand perceptions of who can benefit from tanning
    • Graph 22: frequency of use of self-tanners/sunless tanners, by gender and age, 2025
    • Continue to expand perceptions of who can benefit from tanning
    • At-home tanning preferences: benefits, textures and formats
    • Purchase drivers are diverse, but some fall along demographic lines
    • Graph 23: purchase factors of at-home tanning products, by race or ethnicity, 2025
    • Enable both healthy skin appearance and skin longevity
    • Graph 24: select attitudes and behaviors toward at-home tanning by race or ethnicity, 2025
    • Conventional creams and lotions decline for lighter-weight formats
    • Graph 25: textures and formats of at-home tanning products used, 2024-25
    • Continue to innovate on delivery systems that make routines easier
    • Graph 26: at-home tanning product launches by format/texture, 2022-25
  4. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • Forecast methodology
    • Consumer bases: frequency of use
    • US: value, average price and volume of MULO suncare and skin protection products sales, 2019-24
    • US generation groups
    • Terms and abbreviations
Download Report Summary

"As personal care routines become increasingly expensive, consumers are streamlining their suncare habits. Revitalization lies in consistency over excess."

Joan Li, Senior Analyst, Beauty and Personal Care

Joan Li, Senior Analyst, Beauty and Personal Care

US Suncare Industry – Trends and Insights

  • As personal care routines become increasingly expensive, consumers are streamlining their suncare habits. Even previously growing sectors, such as hybrid suncare, are experiencing their first decline in years.
  • The rising popularity of mineral-based and clean-label claims, combined with an increasing demand for diverse product textures, highlights the evolving preferences of today’s consumers. Adding to this shift, the anticipated FDA approval of BEMT – the first new UV filter in two decades – could signal a significant reset for the sunscreen category. Inspired by international models renowned for their efficacy, skin feel and dermatological credibility, the US sunscreen market is poised for transformation.
  • Revitalizing the category lies in promoting consistency and discipline over excess. While most sunscreen users apply regularly, they fall short of daily use. Without compelling narratives and innovations that promote year-round application, category volumes may continue to decline despite occasional bursts of excitement from new product launches. The long-term health of the US sunscreen market depends not on introducing more products but on aligning with daily lifestyles.

This Report Looks at the Following Areas:

  • Market size and forecast of suncare and skin protection products
  • Key suncare industry players and sales performances
  • The impact of macroeconomic factors on the suncare and skin protection market
  • Winning strategies and innovations for suncare and skin protection stakeholders
  • Key demographic audiences and purchase drivers of suncare and skin protection
  • Evolving preferences for suncare textures and claims
Report AttributesDetails
Published DateJanuary 2026
Data Range2019 – 2030
Measurement MetricsRevenue in US $
Country FocusUnited States of America (USA)
Consumer Data2,000 internet users aged 18+, December 2025
Number of Pages54
Market SegmentationFacial Sunscreen, Facial Moisturizer with SPF, Body Sunscreen, Body Moisturizer with SPF, Makeup with SPF, Haircare with SPF, Sun Protection Supplements, Clothing or Accessories with Specified UV Protection, Tanning Oil/Lotion, and Self-Tanner/Sunless Tanner used at Home.
Leading CompaniesEdgewell Personal Care (Banana Boat, Hawaiian Tropic), Kenvue (Neutrogena, Aveeno), S.C. Johnson & Son Inc (Sun Bum), Beiersdorf Inc (Coppertone, Eucerin), L’Oréal (La Roche-Posay, CeraVe), and Private Label.
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