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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Sunscreen Launches Keep Missing the Inclusivity Mark

Sunscreen is the latest product to attract consumer ire, with numerous brands releasing so-called ‘universal’ offerings that, in practice, often don’t work on darker skin tones. Fixing formulations, however, isn’t easy.
Mineral sunscreens have been falling flat for many shoppers.
Mineral sunscreens have been falling flat for many shoppers. (BoF Collage)

The beauty industry is working hard to market sunscreen as a daily essential for all, but for many brands, a universal option is still elusive.

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