1. Brand Competition and New Product Iteration

Competition in the sunscreen market will intensify in 2025, with international brands and local brands continuing to wrestle. ANESSA launched an upgraded version of “stronger in water” sunscreen, focusing on waterproof and anti-sweat technology, adapted to outdoor sports scenes; Shiseido launched a blue fat sunscreen with “light-sensitive protective film” technology, claiming to be able to intelligently regulate the ultraviolet reflectivity of 10 percent. 10. Local brands such as Bakelite and Naturally Plus have accelerated the layout of “skin-care” sunscreens, incorporating niacinamide, Centella asiatica and other ingredients, and focusing on the dual efficacy of sun protection and repair.68 2. Technical innovation and functional upgrade

2. Technological innovation and functional upgrade

Application of nanotechnology: many brands have adopted nanoscale titanium dioxide and zinc oxide to improve the lightness and durability of sunscreens, and reduce the problem of whitening (e.g., the upgraded version of Skin Spa's “Big Brother”).

Anti-pollution and anti-blue light: L'Oréal and Lancôme have launched the “City Protection” series, adding antioxidant ingredients to protect against PM2.5 and blue light damage from electronic screens.

Environmentally friendly formulations: Avène and ISDIN have launched marine-friendly sunscreens that abandon harmful ingredients such as oxybenzone and are suitable for use in diving and ecologically sensitive areas.

3. Consumer demand-driven product segmentation

Scenario segmentation: Demand for outdoor high protection (SPF50+/PA ++++), lightweight (SPF30) for daily commuting, and physical sunscreen for sensitive skin is growing significantly.

Population segmentation: the rise of the male sunscreen market, Mansion and Bijou launched oil-control matte sunscreen lotion; baby sunscreen products emphasize tear-free formulas and natural ingredients (e.g., Mythol)

4. Market Trends and Challenges

Online channel domination: live streaming and social platform evaluation to promote the birth of explosive models, such as Mistine “little yellow hat” with high cost-effective and stable at the top of the e-commerce list

Compliance pressure: the new EU regulation requires sunscreen products to clearly label the ratio of UVA/UVB protection, and some brands are under pressure to adjust their formulas.

5. Future Outlook

In 2025, the sunscreen industry will continue to evolve in the direction of “efficacy compounding” and “green sustainability”, and brands will need to balance technological innovation and consumer experience, while meeting the challenges of tightening global environmental regulations.