Competitive Landscape
Edgewell Retains Slim Lead as Independent Brands Accelerate Share Gains
Sun care in the US demonstrates a moderate degree of concentration, though the environment became progressively less concentrated over the review period. Edgewell Personal Care Brands led overall with 12% value share in 2025, having declined steadily from 15% in 2020.
Shin-Etsu Drives Sunscreen Innovation with Advanced Sensory Launches
Product innovation is accelerating, with notable developments in 2025 that respond directly to consumer demand for high-performance, cosmetically elegant sun care. Shin-Etsu Silicones of America introduced next-generation silicone-based technologies at the end of 2025, debuting a Sheer Zinc Mineral Sunscreen Milk (SPF 50) and an Anhydrous Clear Gel Sunscreen (SPF 40).
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Overview:
Understand the latest market trends and future growth opportunities for the Sun Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sun Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sun Care in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sun Care in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Sun Care in the US - Category analysis
Key Data Insights
Rising Daily Use of Multifunctional Spf Products Drives Value Gains
Rising Daily Use of Multifunctional Spf Products Drives Value Gains
Premiumisation and K-Beauty Innovation
Inclusivity and Demographic Expansion Drive Sun Care's Reach
Innovation and Preventive Health to Drive Future Growth in Us Sun Care
Fda Reform Unlocks New Uv Filters and Advanced Formats
Digitalisation and Ai-Driven?Innovation to Accelerate Daily Sun Protection Adoption
Edgewell Retains Slim Lead as Independent Brands Accelerate Share Gains
Shin-Etsu Drives Sunscreen Innovation with Advanced Sensory Launches
Amazon Attracts Premium Sun Care Brands as E-Commerce Approaches Parity with Offline Channels
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
Country Reports Disclaimer
The following categories and subcategories are included:
Sun Care
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
Sun Care
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sun Care research and analysis database.
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