Key shifts driving the sun care market
The sun care market in Malaysia is rapidly evolving beyond its traditional role as a standalone category. Today, it sits at the intersection of skincare, lifestyle, and sustainability, driven by changing consumer expectations and advances in formulation science. Discover the five key trends shaping the future of sun care in Malaysia.
Sunification and UV protection beyond sun care
At the heart of today’s evolution is sunification,—the integration of UV protection into a wide range of personal care products.
Sun care is no longer confined to traditional sunscreens. Instead, UV protection is now expanding into everyday formats such as body care, hair care, cosmetics, and bath & shower products as consumers seek more convenient, seamless, and always-on protection throughout the day.
UV protection claims and the use of UV filter ingredients are growing rapidly across non-traditional sun care categories. Body care, hair care and bath & shower products are increasingly positioned around daily defence against UV exposure.
This allows protection to become a seamless part of daily routines, which reflects a broader shift toward multifunctional products that simplify routines while maintaining consistent protection.
Formulation highlight: 100mins UV Shield Hair Styling Foam
Discover our lightweight styling foam formulation for coloured hair that delivers flexible hold, UV protection, and free radical defence., It's easy-spread liquid-to-foam texture delivers a soft, residue-free finish while helping protect hair from daily environmental exposure.
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A multifunctional styling foam for coloured hair that combines lightweight styling control with UV protection. Designed for urban and active lifestyles, it helps protect hair against UV-induced damage and free radicals while maintaining flexible hold and softness. Its unique liquid-to-foam texture spreads effortlessly through the hair for even coverage, delivering an airy, comfortable after-feel without stiffness, tackiness, or residue. Hero ingredients Uvinul® TS Hydro: Highly photostable, water-soluble UVA filter. Emulgade® Verde 10 LA: Bio-based polymer with outstanding co-surfactant, sensory enhancer and foam booster performance. Tested under dermatological control. Luviset® Clear AT 3: High-performance, non-ionic styling polymer that delivers excellent setting performance and gives a very strong, non-sticky hold. Eumulgin® HPS: Solubiliser used for water and water/alcohol systems.
Every day, everywhere protection
Consumer perception of sun exposure has shifted from occasional to continuous.
Increasing awareness of UV exposure, such as during commuting, indoor exposure through windows, or short outdoor activities, has led to the expectation of daily, year-round protection.
This has led to SPF being an everyday essential integrated across daily routines and environments, from commuting and office exposure to indoor blue light exposure.
As a result, sun care formats must now support repeated application. This drives demand for long-lasting, comfortable and convenient formats that integrate seamlessly into modern lifestyles. Performance longevity is becoming increasingly important
Formulation highlight: SPF50 PA++++ SoftGlide Body Sun Stick
A high-protection, convenient, mess-free sunscreen stick designed for effortless, on-the-go application. It delivers broad-spectrum UVA/UVB defence with a photostable, ECOSUNPASS-compliant system, while offering a smooth glide, dry-touch finish, and durable wear for everyday protection
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A high-protection sunscreen stick developed to deliver broad-spectrum UVA and UVB protection in a convenient, mess-free body application format. Formulated with an ECOSUNPASS-compliant UV filter system in an anhydrous stick base, the product provides high SPF performance with excellent photostability and even film formation. The inclusion of Nylon-12 imparts a soft-focus, semi-opaque appearance while delivering a dry-touch, non-greasy after-feel on skin. The stick glides smoothly during application, offering g comfortable wear without stickiness, making it suitable for daily body use and on the-go reapplication. The water-free system enhances heat stability, product durability, and portability, resulting in a high performance body sunscreen that balances protection, sensorial comfort, and user convenience. Uvinul®T 150: Highly efficient, organic UVB filter in sunscreens Uvinul®A Plus: Highly efficient, organic UVA filter in sunscreens Tinosorb® S: Highly efficient, broad-spectrum organic UV filter that protects the skin from both UVA and UVB rays Cetiol® B: Fast spreading emollient especially suitable for sun care formulations due to excellent solubilising capacities for crystalline UV-filters. Helps prevent sticky textures and provides a light, elegant skin feel.
SPF meets skin care
As sun care continues to evolve into an extension of skincare, consumers expect sunscreens to deliver visible skin benefits beyond UV protection. Rather than serving as a standalone protective product, sunscreens are now expected to support overall skin health as part of a daily skincare routine.
This shift is driving demand for multifunctional formulations that not only defend against UV damage but also hydrate, soothe, strengthen the skin barrier, and help address concerns such as premature ageing and environmental stress. As a result, skin care efficacy has become an important differentiator in modern sun care.
At the same time, consumers are increasingly seeking familiar skin care ingredients in sun care formulations. Vitamin E has emerged as the most preferred skin care ingredient in sunscreens, highlighting strong interest in antioxidant protection and skin-conditioning benefits alongside UV defence.
Formulation highlight: Mochi Mochi Mineral Foundation SPF30 PA+++
A soft-focus mineral foundation with SPF30 PA+++ protection, featuring a bouncy, mochi-like cream texture with a distinct press-and-rebound effect. It combines broad-spectrum mineral UV protection with breathable, natural-looking coverage for a smooth, naturally blurred finish. Infused with Vitamin E, it helps defend the skin against free radicals and UV-induced oxidative stress while conditioning the skin throughout wear.
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A soft-focus mineral foundation with SPF30 PA+++ protection, featuring a bouncy, mochi-like cream texture with a distinct press-and-rebound effect. It combines broad-spectrum mineral UV protection with breathable, natural-looking coverage for a smooth, naturally blurred finish. Upon application, the formulation spreads evenly and sets into a powder-soft finish that reduces tackiness while maintaining skin comfort throughout the day. Hero ingredients Thickening Verdessence™ Xanthan: Crystal-clear, vegan-compatible xanthan gum biopolymer that acts as a rheology modifier to thicken and stabilise emulsions. Cosmedia® SP: Versatile, pre-neutralised powder polymer used as a thickener and stabiliser and provides a light, non-sticky skin feel. UV protection CL Silica 900: Hydrophilic, spherical silica powder that provides a smooth "ball-bearing" slip, absorbs excessive sebum and perspiration, and generates a soft-focus matte finish. Z-COTE® Sheer: Physical, mineral-based zinc oxide UV filter dispersion. It delivers broad-spectrum UVA/UVB protection. Vitamin E Acetate Care: Stabilised form of Tocopheryl Acetate that functions as a potent antioxidant. It protects skin cells from free radicals and UV damage. Sensory & spreadability Cetiol® B: Fast-spreading, clear liquid emollient from BASF designed to improve skin feel. Cetiol® CC: Fast-spreading, low-polarity, "dry" emollient often used as a natural, sustainable alternative to volatile silicones. Cetiol® Sensoft: Fast spreading emollient with a multi-dimensional softness. Tinovis® GTC UP: Alkali-soluble associative thickener that provides a soft, silky and smooth after-feel in emulsion.
Sensitive skin and mineral sun care on the rise
As sun care becomes a daily essential, consumers are placing greater emphasis on skin tolerance, safety and comfort.
Consumers are increasingly drawn to sensitive-skin-friendly formulations, including products that are fragrance-free, dermatologist-tested, and based on minimal or carefully selected ingredients.
Mineral sunscreens, formulated with zinc oxide or titanium dioxide, are gaining traction due to their perceived mildness.
Despite this growing demand, mineral sun care presents several formulation challenges. Achieving high SPF performance while minimising white cast, ensuring uniform pigment dispersion, and delivering lightweight, elegant textures remain key technical hurdles.
Contact our formulation experts to discover how we can help overcome these challenges and accelerate your next mineral sun care innovation!
Contact us Elevated sunscreen sensoriality
Sensorial performance is becoming a critical factor in sunscreen adoption, shaping both user preference and daily compliance.
Consumers are increasingly moving away from heavy, greasy formulations toward lightweight, fast-absorbing textures, such as serum-like fluids, watery, gels, milks, and invisible-finish styles. These formats align more closely with modern skincare expectations, offering a more refined user experience.
At the same time, there is a growing demand for sunscreens that integrate seamlessly into existing routines, particularly when used under makeup. Products must deliver smooth layering without pilling, stickiness, or residue, while maintaining a clean finish on the skin.
As a result, sensoriality is no longer a secondary consideration; it is a key driver of repeat use, reapplication, and overall product satisfaction, reinforcing its importance in formulation design.
Formulation highlight: Matteshield sun mist SPF50 PA++++
A lightweight, ultra-fine matte sun mist delivering SPF50 PA++++ broad-spectrum protection with a fast-absorbing, non-greasy finish. Designed for effortless, anytime reapplication, it provides effective oil control and a refreshing, non-greasy feel, making it ideal for daily wear—even over makeup.
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Lightweight, sprayable matte sun mist formulated to provide SPF50 PA++++ broad-spectrum UV protection with a non-greasy, fast-absorbing after-feel. Designed with an ECOSUNPASS-compliant UV filter system and mattifying technology to deliver effective oil control, comfortable wear, and a refreshing skin finish suitable for daily use. Emulgade®Verde 10 OL: A sustainable and mild emulsifier suitable for classical emulsion processes Edeta®BD: An organic chelating agent can sequester undesirable metal ions in cosmetic preparations Cetiol® B: Fast-spreading, clear liquid emollient from BASF designed to improve skin feel. With excellent solubilising capacities for crystalline UV-filters. Uvinul® A Plus B: High-performance, broad-spectrum, UVA and UVB filter. Uvinul® T 150: Highly efficient, organic UVB filter in sunscreens. Tinosorb® S: Highly efficient, broad-spectrum organic UV filter that protects the skin from both UVA and UVB rays Tinosorb® A2B: A high-performance broad-spectrum UV filter
Eco-conscious sun care in focus
Sustainability is becoming an increasingly important purchase driver in sun care, as consumers pay closer attention to ingredient safety, environmental impact, packaging choices, and brand values.
There is a growing expectation for products that not only perform effectively but also align with more responsible and transparent practices. This is reflected in the rise of ethical and sustainability-related claims in new sun care launches, highlighting a broader industry shift toward conscious formulation and communication.
As a result, sustainability is emerging as a key area of differentiation, creating opportunities for brands and manufacturers to stand out through eco-conscious innovation, clear claims, and value-driven product development.
Formulation highlight: Matte Hydration Coral-friendly Sunscreen Milk Toner
A lightweight milky sunscreen toner delivering SPF50 PA++++ broad-spectrum protection with refreshing hydration and a smooth matte finish. Designed with a coral-friendly UV filter system, it delivers a comfortable daily wear in humid climates and a more environmentally conscious approach to sun care.
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Discover daily sun protection reimagined as lightweight skincare. This milky sunscreen toner delivers broad‑spectrum SPF50 PA++++ protection while providing refreshing hydration and a smooth, matte finish —perfect for everyday wear, even in humid climates. The coral‑friendly formula is thoughtfully designed for conscious sun care, making it suitable for both urban life and outdoor adventures. Emulgade® Verde 10MS: Versatile, plant-based, non-ionic O/W emulsifier that creates lamellar liquid crystal structures, improves skin spreadability, and provides long-lasting hydration. Edeta®BD: An organic chelating agent can sequester undesirable metal ions in cosmetic preparations Eumulgin® SG: Natural-derived, anionic oil-in-water (O/W) emulsifier that creates light, non-greasy, "nude" feel emulsions. Cetiol® B: Fast-spreading, clear liquid emollient from BASF designed to improve skin feel. With excellent solubilizing capacities for crystalline UV-filters. Uvinul® A Plus B: High performance, broad-spectrum, UVA and UVB filter Uvinul® T 150: Highly efficient, organic UVB filter in sunscreens Tinosorb® S: Highly efficient, broad-spectrum organic (chemical) UV filter that protects the skin from both UVA and UVB rays Cutina® Shine: UV-enhancing film-former that improves sunscreen application by forming a smooth, uniform layer on the skin while providing a pleasant, non-greasy sensory feel. Tinosorb® A2B: High-performance broad-spectrum UV filter. Uvinul® TS Hydro: Highly efficient, water-soluble UVA filter with extended UVB absorption.
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