United States Sun Care Market, By Product (Sunscreen & Sunblock, After Sun, Moisturizers, Lip Balm, Others), By Type (Lotions, Cream, Spray, Gels, Sticks), By Distribution Channel (Hypermarket/Supermarket, Multi-Branded Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United States Sun Care Market was valued at USD 15.55 Billion in 2024 and is anticipated to grow USD 22.45 Billion by 2030 with a CAGR of 6.31% during forecast period. The United States sun care market is driven by rising consumer awareness of UV protection, increasing incidences of skin cancer, and growing demand for multifunctional sun care products. The market includes sunscreens, after-sun lotions, and self-tanning products, with a shift towards organic and mineral-based formulations due to concerns over chemical ingredients. E-commerce and social media influence purchasing decisions, while innovations like reef-safe sunscreens and water-resistant formulas enhance product appeal.

Key Market Drivers

Rising Consumer Awareness and Skin Health Concerns

One of the primary drivers of the United States sun care market is the increasing consumer awareness regarding the harmful effects of ultraviolet (UV) radiation. Rising incidences of skin cancer, premature aging, hyperpigmentation, and sunburn have prompted consumers to incorporate sun care products into their daily skincare routines. The American Academy of Dermatology and other health organizations continuously emphasize the importance of sun protection, influencing purchasing behavior. Additionally, dermatologists and influencers on social media platforms advocate for daily sunscreen use, further accelerating demand. The preference for high-SPF, broad-spectrum, and dermatologist-recommended products continues to shape market trends.

 Growth in Demand for Natural and Organic Sun Care Products

Consumers are becoming more conscious of the ingredients in personal care products, driving the demand for natural, organic, and reef-safe sun care formulations. U.S. sales of certified organic products reached nearly USD 70 billion in 2023, setting a new record for the sector. Chemical sunscreens containing oxybenzone and octinoxate have raised environmental and health concerns, leading to regulatory bans in some U.S. states, such as Hawaii. This has encouraged brands to develop mineral-based sunscreens with zinc oxide and titanium dioxide, which are perceived as safer alternatives. The clean beauty movement, supported by growing environmental awareness and consumer preference for non-toxic, cruelty-free, and sustainable products, has significantly contributed to the growth of the organic sun care segment.

Expansion of E-Commerce and Digital Influence

The rapid expansion of e-commerce platforms and digital marketing strategies has played a crucial role in driving sales within the U.S. sun care market. The U.S. e-commerce sector is expected to experience steady growth in 2024, with online sales projected to increase by 8.7%. Consumers increasingly prefer purchasing sun care products online due to the availability of a wide range of options, customer reviews, and subscription-based models. Brands leverage social media influencers, beauty bloggers, and online skincare communities to promote their products, resulting in higher engagement and brand awareness. Personalized recommendations based on AI-driven algorithms and digital tools that analyze skin needs have also boosted online sales, making sun care products more accessible to a tech-savvy consumer base.

Innovation in Product Formulations and Multi-Functional Sunscreens

The demand for innovative, multi-functional sun care products is another key growth driver in the U.S. market. Consumers are looking for sunscreens that offer additional skincare benefits, such as hydration, anti-aging, and pollution protection. This has led to the development of hybrid sunscreens infused with antioxidants, hyaluronic acid, and vitamins C and E. Furthermore, innovations in water-resistant, sweat-proof, and lightweight formulations cater to active lifestyles, making sun care products more appealing. Tinted sunscreens, stick and spray applications, and reef-friendly formulations are becoming increasingly popular, reinforcing the trend of functional, convenient, and eco-friendly sun care solutions.

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Key Market Challenges

Regulatory Hurdles and Ingredient Restrictions

One of the most significant challenges facing the U.S. sun care market is the increasing number of regulatory restrictions on sunscreen ingredients. Concerns over the environmental and health effects of chemical filters such as oxybenzone and octinoxate have led to bans in states like Hawaii, Key West, and parts of California. Additionally, the U.S. Food and Drug Administration (FDA) is continuously evaluating the safety of sunscreen ingredients, leading to uncertainties in product formulations and approval processes. Unlike other global markets, where sunscreen regulations are less stringent, U.S. manufacturers face prolonged approval timelines, limiting their ability to introduce new UV filters and formulations. The requirement for extensive safety testing and compliance with evolving guidelines adds complexity to product development, making it difficult for brands to adapt quickly. Furthermore, the introduction of reef-safe and mineral-based alternatives requires significant research and development investments, leading to higher costs for companies and, ultimately, for consumers.

 Market Saturation and Intense Competition

The sun care market in the United States is highly competitive, with numerous brands vying for consumer attention. Established players like Neutrogena, Coppertone, Banana Boat, and Supergoop dominate shelf space, while newer entrants and indie brands are continuously innovating to gain market share. With a growing number of options available, brands face challenges in differentiating themselves from competitors. Price wars, promotional discounts, and private-label brands from major retailers further intensify the competitive landscape, squeezing profit margins. The proliferation of online marketplaces has also introduced new direct-to-consumer brands that leverage digital marketing to disrupt traditional retail models. Additionally, consumer preferences are shifting toward multi-functional skincare products that include sun protection, such as moisturizers with SPF, BB creams, and makeup-infused sunscreens. This cross-category competition reduces the demand for standalone sunscreens, forcing brands to constantly evolve their product offerings to remain relevant. The challenge of standing out in a crowded market, coupled with fluctuating consumer loyalty, makes long-term growth and sustainability difficult for many sun care companies.

Consumer Compliance and Misconceptions About Sunscreen Use

Despite increasing awareness of sun protection, many consumers still do not use sunscreen consistently or correctly, posing a challenge to market growth. Studies indicate that a significant portion of the U.S. population applies sunscreen only during outdoor activities or in the summer, rather than year-round as recommended by dermatologists. Common misconceptions about sunscreen—such as the belief that people with darker skin tones do not need UV protection or that SPF in makeup provides sufficient coverage—contribute to inconsistent usage. Additionally, concerns over the safety and texture of sunscreen products, such as greasiness, white cast, or potential skin irritation, discourage some consumers from regular application. Misinformation spread through social media and non-expert sources further complicates the issue, with debates surrounding the effectiveness of chemical vs. mineral sunscreens or skepticism over sunscreen ingredients' long-term effects. Educating consumers on the importance of daily sun protection, proper application techniques, and reapplication remains a key challenge for the industry. Brands must invest in awareness campaigns, dermatologist-backed endorsements, and innovative formulations that address user concerns to improve compliance and drive sustained market demand.

Key Market Trends

Rise of Hybrid and Multi-Functional Sun Care Products

A significant trend shaping the U.S. sun care market is the increasing demand for hybrid and multi-functional sun care products that combine sun protection with additional skincare benefits. Consumers are looking for sunscreens that go beyond UV protection and offer hydration, anti-aging, oil control, or blue light protection. As a result, many brands are incorporating ingredients like hyaluronic acid, niacinamide, vitamin C, and antioxidants into their formulations. Tinted sunscreens that double as foundations or BB creams have also gained traction, appealing to consumers who want lightweight and skin-enhancing protection. This trend aligns with the broader shift toward minimalist beauty routines, where consumers prefer fewer products that serve multiple purposes. Dermatologists and influencers promoting skin-first approaches have further fueled this demand, making hybrid sunscreens a staple in daily skincare routines. Brands that successfully develop innovative multi-use formulations are better positioned to capture the growing segment of consumers seeking convenience and efficiency in their skincare regimens.

Increasing Popularity of Reef-Safe and Eco-Friendly Sunscreens

With growing environmental awareness, there is a strong shift toward reef-safe and eco-friendly sun care products in the United States. The impact of traditional chemical sunscreens on marine life, particularly coral reefs, has led to consumer preference for formulations free from oxybenzone and octinoxate. Many states, including Hawaii, have enacted bans on certain chemicals, encouraging brands to develop mineral-based alternatives using zinc oxide and titanium dioxide. Beyond reef safety, sustainability has become a key consideration, with companies investing in biodegradable packaging, refillable sunscreen bottles, and plastic-free alternatives. Water-resistant and ocean-friendly sunscreens are also gaining popularity among outdoor enthusiasts and beachgoers. Consumers are now more conscious of the entire product lifecycle, from ingredient sourcing to packaging disposal, leading to an increased demand for brands that prioritize ethical and eco-conscious practices. Companies that embrace transparency and sustainability not only comply with evolving regulations but also build stronger brand loyalty among environmentally conscious buyers.

Growth of Sun Care Products in Makeup and Everyday Skincare

Another emerging trend is the integration of sun protection into everyday beauty and skincare products. Traditionally, sunscreen was seen as a separate step in a skincare routine, but today, SPF-infused moisturizers, primers, foundations, and lip balms have become more common. Many consumers now prefer beauty products with built-in sun protection to simplify their routines while ensuring adequate UV defense. This has led to the rise of SPF powders, setting sprays, and lip care products with sun-blocking properties. Skincare brands are increasingly marketing daily SPF as essential, encouraging consumers to incorporate it into their morning regimen rather than reserving it for outdoor activities. The concept of "daily SPF" is further reinforced by dermatologists and social media influencers, who educate audiences on the cumulative effects of sun exposure even on cloudy days or indoors. As a result, brands that successfully merge sun care with beauty and skincare are capitalizing on this trend, driving innovation in SPF-infused cosmetic formulations.

Advancements in Sunscreen Texture, Application, and Wearability

Innovation in sunscreen formulation has led to a major shift toward lightweight, non-greasy, and cosmetically elegant sunscreens. Traditional sunscreens were often criticized for being thick, sticky, and leaving a white cast, particularly on deeper skin tones. However, brands are now developing ultra-light, fast-absorbing, and sheer formulations that cater to diverse skin types and tones. Gel-based sunscreens, serum-like SPF products, and water-based formulations have gained popularity due to their breathable texture and non-comedogenic properties. Spray sunscreens, stick applicators, and mousse-based SPF products also appeal to consumers seeking quick and easy application. Additionally, transparent sunscreens and sheer mineral formulations address concerns about white cast, making them more inclusive. The emphasis on user-friendly textures and better wearability ensures that consumers are more likely to apply and reapply sunscreen regularly. Brands investing in research and development to enhance sunscreen aesthetics and comfort will continue to see strong demand as consumers prioritize both effectiveness and sensory appeal in sun care products.

Segmental Insights

Product Insights

The Sunscreen & Sunblock segment is the fastest-growing in the U.S. sun care market. This growth is driven by rising consumer awareness of UV protection, increasing incidences of skin cancer, and the growing trend of daily sunscreen use beyond just outdoor activities. Innovations in hybrid sunscreens (with skincare benefits like hydration, anti-aging, and blue light protection), reef-safe formulations, and cosmetically elegant textures have further boosted demand. Additionally, the expansion of SPF-infused beauty and skincare products, such as tinted sunscreens and SPF-based foundations, is accelerating sales. While moisturizers with SPF and lip balms are growing, sunscreens remain the dominant and fastest-expanding category.

Distribution Channel Insights

The online segment is the fastest-growing distribution channel in the U.S. sun care market, driven by the rise of e-commerce platforms, digital marketing, and influencer-driven sales. Consumers prefer online shopping for sun care products due to convenience, product variety, and access to dermatologist-recommended brands. Platforms like Amazon, Sephora, Ulta, and brand-owned websites offer personalized recommendations, subscription models, and exclusive discounts, further boosting online sales. Social media platforms such as Instagram, TikTok, and YouTube play a crucial role in influencing purchasing decisions, as skincare influencers and dermatologists endorse specific products.

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Regional Insights

The South dominated the U.S. sun care market due to its high temperatures, prolonged sun exposure, and outdoor lifestyle. States like Florida, Texas, and Georgia experience intense UV radiation year-round, driving the demand for sunscreens, after-sun lotions, and protective skincare products. Florida, in particular, is a major market due to its beach tourism industry, where sun protection is essential. Additionally, the South has a large population, contributing to higher sales volume. While the West is strong in innovation and eco-friendly formulations, the South leads in overall market size and consistent demand for sun care products.

Recent Developments

• In February 2023, Larkly, a U.S.-based company, launched an innovative mineral-based powder sunscreen designed to improve accessibility and offer consumers enhanced protection against harmful UV rays. This revolutionary product aims to cater to individuals seeking a convenient, lightweight, and effective sun protection solution.
• In April 2024, Image Skincare introduced a premium anti-aging sun care collection featuring six products, priced between USD 25 and USD 70. The collection includes the Sheer Matte Moisturizer, Advanced Smartblend Mineral Moisturizer, Ultra Defense Moisturizer, Pure Mineral-Tinted Moisturizer, Pure Mineral Hydrating Moisturizer, and the Protect and Refresh Mist.
• In August 2024, Terns, a San Diego-based skincare company, introduced two after-sun care products: EVERYDAY Daily After-Sun Care cream and MAYDAY Intense After-Sun Relief gel cream. Both formulations feature the proprietary Sirenas Complex, derived from marine botanicals, aimed at reducing skin inflammation and oxidative stress caused by sun exposure.
• In March 2025, ​Ultra Violette, a leading Australian sunscreen brand, has expanded into the U.S. market through a partnership with Sephora. Their product lineup includes Supreme Screen SPF 50, Velvet Screen SPF 50, Future Screen SPF 50, and the U.S.-exclusive Vibrant Screen SPF 50.
• In Jun 2024, ​Moha expanded its product line with a new tinted sunscreen gel offering SPF 50 protection. This paraben-free formula conceals minor skin imperfections and provides up to 80 minutes of water resistance. 

Key Market Players

• Johnson & Johnson Services, Inc.
• Beiersdorf AG
• Edgewell Personal Care Brands, LLC
• L'Oréal Group
• The Clorox Company
• W. S. Badger Company
• Groupe Clarins
• Shiseido Company, Limited
• Coty Inc
• The Estee Lauder Companies Inc.

Report Scope:

In this report, the United States Sun Care Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United States Sun Care Market, By Product:

o   Sunscreen & Sunblock

o   After Sun

o   Moisturizers

o   Lip Balm

o   Others

• United States Sun Care Market, By Type:

o   Lotions

o   Cream

o   Spray

o   Gels

o   Sticks

• United States Sun Care Market, By Distribution Channel:

o   Hypermarket/Supermarket

o   Multi-Branded Stores

o   Online

o   Others

• United States Sun Care Market, By Region:

o   South

o   West

o   Midwest

o   Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Sun Care Market.

Available Customizations:

United States Sun Care Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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