Supergoop! Reimagines Sunscreen Rituals

While dermatologists have been drilling home the imperativeness of daily sunscreen use, the message isn’t penetrating. Unsurprisingly, youthful Gen Z say they feel “nagged” into wearing it. But this lack of personal responsibility comes with a price.

A 2024 survey from the American Academy of Dermatology revealed that Gen Z adults (ages 18-25) are at risk for skin cancer due to increasing rates of tanning and burning.

According to the national survey, inclusive of more than 1,000 US adults, 52% of Gen Z adults were unaware of one or more sunburn risks, such as increased risk of developing skin cancer or premature skin aging. In fact, while more than 50% of Americans get a grade of “A” or “B” for sun protection knowledge, as high as 32% of Gen Z adults receive a failing grade of “D” or “F.” What’s more, more than one in four (27%) of Americans say they use sunscreen only when “nagged” by other people. That percentage, per the AAD, increases among Gen Zers to 37%.

“Not many people are aware of the dangers of not using sun protection,” said Melis del Rey, CEO, Supergoop! during a fireside chat at New York Society of Cosmetic Chemists (NYSCC) Suppliers’ Day 2026.

“Unfortunately, the reality of skin cancer is there in America. One of every five people experience this disease in their lifetime, which is a very high percentage. And its growing,” she said.

Back in 2018, Supergoop! introduced what has become its hero product: Unseen Sunscreen Invisible Broad Spectrum SPF 50 PA +++. The product, which has a weightless and scentless gel texture, is lauded for its seamless and invisible application. A proponent of the “sunification of makeup,” it doubles as a primer for all-day makeup wear.

With its unique translucent texture, Unseen became what del Rey called a “category breakthrough defining the code” for the sunscreen category. According to del Rey, products that have a “joyful, sensorial benefit” that feel less like a chore to apply are the “anchor” for changing behavior around using sun protection.

“Innovation matters a lot. So, creating formulations that have the right texture, the right appearance, the right scent, but also are compatible [with] consumers’ everyday lives,” said del Rey. “Because we all use skincare as a daily ritual, we also use makeup, and if you’re using an SPF product, you want to make sure those products are compatible with your everyday routine.”

“Historically, sunscreen has been viewed as an added step,” added Akshay Talati, chief innovation officer of Supergoop! “It was [once] only used while on vacation. I think the first innovation is how to make SPF part of everyday lives. The textures [must] fit into everyday skincare, everyday makeup. That is the biggest innovation.”

According to Talati, efficacy has evolved with newer raw materials, including film formers and dispersion systems, which have improved textures, making consumers more inclined to use them.

“Science drove the behavior and the behavior is adapting more usage of sunscreen,” he said.
Despite the dangers that come from repeat sunburns, Supergoop! insists its messaging is more about championing the joys of application over fear mongering.

“We’re not in the business about making consumers feel concerned,” she said. “Rather, it should be about performing products used with joyful experiences.”

Del Rey said Supergoop!’s approach to changing the narrative from fear-based to delight helps the brand standout. To expand education, Supergoop! this year became the official suncare partner of the PGA Tour. Its multi-year partnership, which runs through 2030, features professional golfer Justin Rose as a brand ambassador. Rose calls daily sunscreen application a “non-negotiable.”

“Only 6% of men use [sunscreen] every day and that’s a significant opportunity when it comes to educating,” said del Rey. “Golf was the right strategy for us.”

Formulation Insight

From the formulation perspective, Talati said factors like humidity and climate conditions also dictate the format, which results in reverse-engineering the product to include stick, spray and mattifying formats.
In terms of praising newer innovations, he applauded DSM-Firmenich’s new Parsol Shield UV filter, which is expected to be approved by FDA this month.

“I have been attending this show for the last 30 years and every year the filters are the same. We used to rely on Hydrophilic-Lipophilic Balance (HLB) system, emulsifiers and carbomers to make the product. Today, we are liquid crystal,” Talati said. “Today, we have intelligent gelling systems; we have better dispersion systems; we have pigment wetting agents; we have better uniform particle size; we have better film formers. I would credit all the innovation on the raw materials that we have seen over the years that have made sticky, white formulas into usable products for every day.”

“We want SPF to be effortless,” del Rey said. “It’s becoming essential. In my mind, it’s as simple as brushing your teeth at least twice a day; that’s exactly how I feel about SPF.”

Talati says AI will serve a larger role in smarter, more adaptable systems in the future. Del Rey also discussed personalization and how technology could enable progress.

“From a lifestyle perspective, you might be doing different things on any given day, and your SPF needs change during what you do. [I envision] a product adaptable to performing higher or lower depending on the stress you’re putting on our skin. I don’t think technology is there yet, but it’s not wild for us to imagine.”

For a comprehensive look at the suncare market, go here.