SPF used to sit in its own lane. Separate from skincare, separate from make-up, and separate from haircare, it switched off outside summer. That's changing fast. In this instalment of our Suncare 2026 series, we sat down Aurelie Brunel, Product Innovation Manager at THG LABS, to explore where the category is expanding fastest, why consumers are starting to judge SPF by skincare standards, and which under-served application areas — from scalp to lips to post-procedure skin — represent the next wave of opportunity.

Want the full picture? Download the  Suncare 2026 Trend Report for the trends, data and innovation opportunities shaping the category's next phase.

Q1. What surprised you most when analysing the latest suncare data? 

The pace at which SPF is expanding beyond traditional sun care. What was once a highly seasonal category is becoming firmly embedded within beauty, with strong growth in premium SPF, hybrid formats and skincare-led sun protection. We're also seeing consumers trade up into higher protection levels and seek products that deliver more than UV defence alone. 

Perhaps most interesting is how SPF is appearing in more places across the beauty routine. From complexion products and lip care to scalp protection and treatment-led formulations, sun protection is now a platform for innovation rather than a standalone category. For brands, that creates significant opportunities to rethink where SPF sits within their portfolio and how it can deliver value beyond protection alone. 

 Q2. Which consumer shift do you believe will have the greatest impact on product development over the next few years? 

The expectation that SPF should perform like skincare. 

More consumers expect products to deliver additional benefits beyond SPF level or UV Defence, for example, hydration, barrier support, radiance, sensory elegance and compatibility with the rest of their routine. In many cases, SPF is being judged against the standards of premium skincare rather than traditional sun care. 

For product developers, this significantly expands the formulation brief. Protection remains fundamental, but success will depend on creating products that consumers genuinely enjoy using every day. That means balancing efficacy with texture, finish, skin feel and broader skin health benefits. 

Q3. What is one trend the industry may be underestimating? 

The growth potential of under-served application areas. 

Consumers are understanding protection needs to extend beyond the face. The scalp, lips, eyelids, hands and post-procedure skin all represent emerging opportunities, yet many remain relatively underdeveloped from a product innovation perspective. 

As awareness grows, we're likely to see greater demand for formats specifically designed around these needs. This creates opportunities not only for new products, but also for brands to establish expertise in spaces that remain less crowded than traditional facial SPF. 

We can also expect fragrance to play a huge role in adoption and routine.  This is going to be a major driver.  

 Q4. How is the longevity movement influencing suncare? 

Longevity is giving consumers a new framework for thinking about prevention. 

Rather than focusing solely on avoiding sunburn, consumers are interested in preserving skin quality, supporting long-term skin health and protecting against cumulative environmental damage. SPF already has one of the strongest evidence bases of any preventative skincare behaviour, making it a natural fit within the longevity conversation. 

This is creating opportunities for products that combine robust UV protection with ingredients and claims that support resilience, skin health and healthy ageing. As longevity becomes more influential within beauty, SPF is well positioned to play a central role. 

Q5. What does all of this mean for brands developing new suncare products? 

The opportunity isn’t simply to create a sunscreen. 

Brands have the chance to develop products that meet demands for protection, skincare, longevity and consumer experience. Whether through premium textures, hybrid formats, specialist application areas or treatment-led positioning, some of the most exciting opportunities are emerging where efficacy and desirability crossover. 

The brands that succeed will be those that recognise SPF isn’t operating in isolation but competing alongside premium skincare, make-up and wellness products for a place in consumers' everyday routines. 

 For a deeper dive on this and other factors impacting the future direction of suncare, check out our latest report.

About the Author

Aurelie Brunel - Product Innovation Manager, THG LABS 

With more than a decade in product development and a strong belief in disruption, Aurelie's passion for innovation and creating successful products is boundless. She became an advocate of biotech early in her career, when it was still niche, by incorporating one of the few available ferments into her first shampoo formula for its superior performance. Since then, Aurelie’s been hooked, and now, every concept she creates includes at least one ingredient derived from biotechnology.

Aurelie has enjoyed witnessing a profound industry shift with a diverse array of biotech-derived ingredients and is convinced biotech is the future of beauty. As she says herself, 

“From actives to functionals, fragrances to preservatives, it is a joy to formulate with such an extensive palette, knowing we are not depleting finite planetary resources while still delivering the high-end results consumers expect.”