Ask me about my beauty non-negotiables, and sunscreen easily tops the list. After speaking with hundreds of experts, I’ve gleaned that there’s a near-universal agreement that it’s the single most important step for maintaining healthy, glowing skin. But in 2026, the sunscreen market looks very different, with an influx of new brands, formulas, and formats that limit most of the cons which limit consumers from actually wearing it daily.
Vogue’s Favorite Facial Sunscreens
Supergoop! Unseen Sunscreen SPF 50
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EltaMD UV Clear Broad-Spectrum SPF 46
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La Roche-Posay Anthelios Tinted Sunscreen SPF 50
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Beauty of Joseon Relief Sunscreen
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Tatcha The Silk Sunscreen
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Haruharu Wonder Black Rice Sunscreen
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RéVive Skincare Soleil Broad Spectrum SPF 50
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Augustinus Bader The Mineral Sunscreen SPF 50
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According to board-certified dermatologist Lindsey Zubritsky, MD, FAAD increased education has played a major role in the category’s growth. “In the past few years, there has been so much incredible education about the importance of wearing sunscreen every day,” she says. “With more people looking to incorporate SPF into their daily routines, the market has drastically expanded.” Today, that means everything from invisible formulas and tinted sunscreens to SPF lip balms and on-the-go sticks.
Global influence has also reshaped expectations. For decades, countries like Korea, Japan, and Australia have embraced daily SPF use; for which, they’ve practiced impressive testing standards and more advanced UV filters that ensure all sunscreens provide adequate protection. The U.S., by comparison, hasn’t approved a new UV filter since 1999. All that said, now that global formulas are influencing stateside spending habits, the category has gotten more competitive. Whether you’re stocking up on formulas from your next trip to Asia (“Can you please pick this up for me when you’re in Seoul? I’ll pay you.”) or using an American sunscreen that takes new UV filters into account, there are more great SPF options than ever before.
What has improved significantly is the quality of the formulas themselves. Historically, sunscreens focused primarily on UVB protection, but the introduction of broad-spectrum formulas added UVA protection, changing the category entirely. Board-certified dermatologist Dara Spearman, MD, FAAD adds that newer formulas are not only more wearable but also more effective. “They’re more lightweight and suitable for everyday use across skin types,” she explains. Tinted formulas, in particular, have expanded in shade range and no longer leave behind a chalky cast. Many also contain iron oxides, which help protect against visible light, making them especially beneficial for those with melasma or hyperpigmentation.
Still, awareness hasn’t fully translated into behavior. Per board-certified dermatologist Sandra Oska, MD daily use remains inconsistent. “There has been a genuine shift in how consumers think about sunscreen, but the majority of people still aren’t wearing it every day,” she says. Men, in particular, tend to underuse SPF, while women and Gen Z are generally more consistent. Even among regular users, common mistakes, like under-applying, can limit protection.
#Sunscreen #Face #Skin #Experts #Vogue #Editors
