The Summer Surge: Is sunscreen becoming beauty’s most marketed category?

Nearly a year after the public spat between Hindustan Unilever Limited and Honasa Consumer Limited over sunscreen claims triggered what the internet dubbed the “Sunscreen Kalesh”, India’s sunscreen category has quietly transformed from a niche summer product into one of the most aggressively marketed segments in the beauty and personal care industry. What was once seen as an occasional beach or holiday purchase is now positioned as an everyday skincare essential, with brands fighting not only for shelf space but also for credibility, science claims and consumer trust.

The sunscreen market's growth is being driven by increasing awareness around UV exposure, the rise of skincare routines among younger consumers and the expansion of digital-first direct-to-consumer brands. Alongside legacy players like Lakmé, Pond’s and Vaseline, newer skincare labels such as Minimalist, Foxtale, Dot & Key and The Derma Co. have rapidly expanded the category through digital storytelling and ingredient-focused marketing.

One of the defining forces shaping sunscreen marketing today is the changing behaviour of younger consumers. The growth of online skincare communities has created a generation that actively questions product claims and closely studies ingredient labels.

Read On: Sunscreen and Standards: Lakmé’s BIS push follows creator Nitin Joshi’s SPF debate

However, the shifts in sunscreen marketing are becoming evident across brand strategies. Explaining this change on the SPF controversy, Harmeet Singh Chief Brand Officer, The Body Shop Asia South said, “The overall approach has evolved towards simplifying messaging and staying closely aligned with clearly substantiated, regulator-compliant claims rather than contributing to unnecessary noise. From a media-mix standpoint, we focus largely on media features and tried-and-tested storytelling formats that allow for context, explanation, and nuance, complemented by word of mouth, which continues to play a strong role in building trust. Importantly, we maintain a high level of transparency around both ingredients and their benefits. Beyond stating core facts such as SPF ratings, broad-spectrum UVA and UVB protection, and suitability for sensitive skin, we also periodically invest in consumer education, helping customers understand how SPF works, why consistent sun protection matters, and how specific ingredients contribute to skin health. This ensures our communication remains factual, educational, and reassuring, driving impact without overstatement or controversy.”

Deeksha Vardhan, Brand Manager and NPD Lead at The PCA Companies, a New York-based firm that provides end-to-end services including distribution, logistics, marketing and e-commerce solutions for beauty and wellness brands said, “India’s beauty market heading towards $35 billion by FY30 is often seen as a distribution story, but it is fundamentally a behaviour story. Gen Z already drives nearly 45% of the BPC spend and they are not simply buying products, they are building routines around self-care, wellness and skincare habits. The shift from ‘looking good to fit in’ to ‘feeling good from within’ is reshaping how brands compete. Premiumisation is accelerating as consumers upgrade their rituals, ingredient transparency has become a key trust signal because consumers actively read labels, and quick commerce works because people are replenishing routines rather than making impulse purchases. Brands that still see this as a reach and frequency problem may find the market increasingly difficult to navigate.”

This behavioural shift has also been amplified by influencer culture and digital education around skincare ingredients.

Abhishek Chakraborty, Head of Brand Communication – Digital and PR at Oriflame Cosmetics, said the digital environment leaves little room for opaque messaging.

“Today, in the Gen Z era and with Gen Alpha coming in, if brands are not communicating in the right way, they are essentially not communicating at all. We live in a world of hyper-connectivity and hyper-content creation, where every layer of brand communication can be questioned and even called out. That is why it is critical for brands to be not only honest in their messaging but also honest about how their products are made. Consumers in India are becoming far more aware. Thanks to many credible influencers, people have started reading the back of the pack and paying attention to ingredients and formulations. Earlier this behaviour was limited to a niche group, but now it is becoming mainstream. For a market like India, that shift towards checking labels and understanding what goes into products is a very positive development, even though there is still a long way to go.”

In response, sunscreen brands are increasingly positioning themselves around “science-backed” narratives, often highlighting ingredient lists, testing methodologies and photostability claims.

Celebrity Credibility and the Battle for Attention

For example, The Derma Co. has onboarded tennis icon Sania Mirza as the brand ambassador for its suncare category, launching a campaign around its product, the 1% Hyaluronic Sunscreen Aqua Gel. From a marketing standpoint, the brand’s decision to partner with Sania Mirza reflects a credibility-led celebrity strategy rather than a typical glamour endorsement. As an athlete who has spent years competing under intense sun exposure, Mirza provides functional authenticity to the sunscreen category, reinforcing the brand’s science positioning.

The campaign links tennis strategy with skincare, using the idea of “attack and defense” to communicate the product’s dual function: protection through UV filters and hydration through hyaluronic acid. This sports metaphor simplifies a technical formulation into a more relatable narrative for consumers.

Divya Gupta, VP – Marketing, The Derma Co., explained why Sania Mirza was chosen: “Sania Mirza’s journey as a world-class athlete who has consistently performed under intense sun exposure makes her a natural and credible voice for this portfolio. At The Derma Co., we believe sun protection should be both high-performance and science-backed. Through this partnership, we aim to strengthen awareness around the importance of daily sunscreen use and reinforce that effective sun care is not optional, but essential.”

But The Derma Co. is not the only brand to rope in athletes. World Cup champion Arshdeep Singh has long been associated with sunscreen advertising for the brand.

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In a recent Women’s Premier League cricket match, Lakmé sponsored the Delhi Capitals.

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Lakmé recently launched a campaign with actress Aneet Padda titled “I Earned It” to promote its latest innovation, the Lakmé 9to5 Hya Beach Edit, the brand’s first SPF-infused makeup range. The campaign positions the product as a summer-ready beauty solution that combines colour cosmetics with skincare benefits such as sun protection and hydration through hyaluronic acid.

Sunanda Khaitan, CMO, Beauty & Wellbeing at Hindustan Unilever Limited, said: “The Lakmē woman has always been the working Indian woman who is independent, confident and constantly on the move. Living in a country with high sun exposure made us rethink what long-wear beauty should truly deliver. Through Aneet Padda, we wanted to bring together the spirit of Lakmē’s long-standing audience with a new generation of working women who approach beauty with the same confidence and individuality.”

From a marketing perspective, the campaign shifts the long-standing Lakmé 9to5 narrative beyond workplace ambition to highlight moments of self-reward and balance. The “I Earned It” message aligns with younger consumers who embrace both hustle and leisure. By featuring a Gen Z face and promoting sweat-proof, heat-resistant formulas, the brand aims to stay relevant in India’s evolving skincare-meets-makeup segment.

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Read On: Honasa vs HUL: Lakme to modify its sunscreen ad

Mihir Chanchani, Sr. Executive Creative Director & Creative Head – Beauty & Luxury, Ogilvy West, and Zenobia Pithawalla, Sr. Executive Creative Director & Creative Head – Beauty & Luxury, Ogilvy West, said: “This campaign has given us an opportunity to unabashedly bring alive Gen Z’s attitude towards work – work so that you can play the way you want. They don’t shy away from the hustle and own their time off via beach selfies and the latest vacay looks. The vibe is self-assured, fun and effortlessly cool and the message clear – I earned it!”

Shaily Mehrotra, Co-Founder, Fixderma, says “The biggest challenge today is not availability, it is clarity. Consumers are confused between marketing claims and real science. Withour recent brand film- Har Din Key liye, har skin key liye we wanted to simplify the conversation. Fixderma Shadow SPF 50+ is built on 15 years of trust, backed by 15,000+ dermatologists, manufactured in our own Neemrana facility, and exported to 40+ countries. It is not just sunscreen, it is science-led daily protection.”

Adding to this, Anurag Mehrotra, Chairman, Fixderma, “This film represents our larger brand philosophy, where dermatological science meets proven efficacy. Fixderma Shadow SPF 50+ is backed by rigorous in-vivo & in-vitro testing to ensure reliable broad- spectrum protection and consistent performance. Manufactured in our facility and exported to 40+ countries, the product represents our commitment to global quality standards. As we continue to expand internationally, our focus remains on delivering clinically validated, science- led skincare that our consumer and dermatologist can trust”.

Deconstruct has taken a different route, using comedian-led content in its marketing. Comedian Pranit More, during a comedy show, opens a brand manager’s bag and talks about the in-vivo sunscreen. The brand has earlier collaborated with comedian Samay Raina as well.

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Deconstruct has upgraded its Gel Sunscreen formulation with four photostable UV filters to enhance broad-spectrum protection. The update focuses on improved performance while retaining the existing texture and positioning.

Malini Adapureddy, Founder and CEO of Deconstruct, said: “With this upgrade, our goal was to strengthen the science behind sun protection without changing what consumers already love about the product. Indian conditions demand sunscreens that stay effective under prolonged sun exposure, and this formulation brings stronger photostability aligned with global EU benchmarks while retaining the lightweight gel texture that makes daily use easy and comfortable.”

Dot & Key has rolled out a new summer campaign for its Vitamin C + E Super Bright Sunscreen, fronted by brand ambassador Shanaya Kapoor, as part of its strategy to strengthen recall in India’s sunscreen category. The campaign introduces refreshed packaging while retaining the existing formula, signalling a marketing push focused on visual shelf appeal and digital engagement without altering the product’s core proposition.

Targeted largely at Gen Z consumers, the campaign film highlights everyday moments to position sunscreen as a daily skincare product rather than an occasional one. The brand also emphasises SPF 50 PA++++ protection backed by in-vivo testing while combining functional benefits such as Vitamin C and Sicilian Blood Orange for brightness and pigmentation control. The campaign is currently being amplified across digital and social platforms as part of Dot & Key’s strategy to make skincare education and sun protection more accessible to younger audiences.

Commenting on the campaign, Suyash Saraf, Co-Founder of Dot & Key, said: “At Dot & Key, we believe skincare should be both effective and transparent. Shanaya Kapoor, our brand ambassador, represents the everyday confidence that comes with consistent skincare, making it relatable for our younger, Gen-Z consumers. The formula remains the same because it already delivers results, and the refreshed packaging makes it easier for consumers to find and use every day. With in vivo testing, our sunscreen reassures clean formulation and proven efficacy, which is why it is one of our most loved sunscreens.”

The brand simultaneously invested in creator Nancy Tyagi’s content series, marketing the sunscreen as an everyday accessory.

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The brand also collaborated with comedians Naman Arora and Sharan Hegde, with the video garnering significant attention online.

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Foxtale has collaborated with fashion and beauty creators to ensure the content reaches the intended audience. Marketers often assume female creators have a largely male audience, leading them to believe the content may not reach the intended consumer base. However, in the case of beauty creators, the audience dynamic tends to be different. Women actively follow beauty influencers for product reviews, tutorials and skincare advice, making the category more female-driven in terms of engagement and influence. As a result, beauty creators often build communities where followers seek practical recommendations and routine-based guidance, allowing brands to connect with audiences interested in beauty and skincare solutions.

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Foxtale has adopted a 360-degree marketing strategy to strengthen its positioning in the sunscreen category by combining experiential print advertising with digital storytelling. The brand used a full-page newspaper cover wrap featuring an interactive “Screen Your Sunscreen” challenge, where readers could test sunscreen performance using a UV sticker card embedded in the ad. This hands-on experiment translated product science into a real-world demonstration, reinforcing Foxtale’s claim of 8-hour photostable protection powered by new-generation UV filters.

The print activation was complemented by a digital push through the #UVkiChutti campaign featuring Yuvraj Singh and Hazel Keech. Using playful couple banter and humour, the campaign aimed to make sunscreen usage more relatable and shareable on social platforms. By combining science credibility, experiential marketing and celebrity-driven social content, Foxtale positioned sunscreen as part of a wider cultural conversation.

Humuss Beauty has also entered India’s clean skincare segment, positioning itself around vegan, cruelty-free and transparent beauty to appeal to ingredient-conscious consumers. The brand is marketing its debut range with a barrier-first skincare narrative, highlighting actives such as ceramides and hyaluronic acid while leveraging digital-first platforms like Amazon and Flipkart for reach.

When utilising events as marketing platforms, Lotus Herbals tapped into a large offline audience during Pinkathon, the all-women run, on International Women’s Day. The brand engaged with nearly 3,000 women participants on-ground, encouraging them to run and sweat while promoting its HydroActivated Sunscreen, which it claims offers 2X protection when mixed with sweat or water. By integrating the product narrative directly into a high-energy fitness event, the campaign positioned sunscreen as a functional companion for active outdoor routines, reinforcing the messaging through hashtags such as #BraveTheRays, #AsActiveAsYou and #LotusSafeSun while tagging the brand’s handle @lotus_herbals.

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Read On: Sunscreen war heats up after Delhi HC calls out Lakmé ad in Mamaearth dispute

The Other Side, When Influencers Become Investigators

Perhaps the most telling example of how sunscreen marketing has evolved came from outside traditional brand campaigns.

In October last year, influencer Nitin Joshi posted a viral video claiming that six out of ten leading Indian sunscreen brands had failed laboratory tests. According to Joshi, he had spent more than ₹2.15 lakh to conduct the tests at two Government of India-accredited laboratories.

The video quickly spread across social media, with viewers reacting strongly to claims that well-known brands such as Lakmé, Dot & Key, Lotus Herbals, The Derma Co., Minimalist and Aqualogica had widely varying SPF results.

Initially framed as a consumer awareness initiative, the investigation appeared to expose discrepancies between advertised and tested SPF values.

However, the narrative soon became more complicated.

Influencer Ria Chopra later claimed that she had received a campaign brief promoting the same study before the video was published. According to her statement, creators were being approached to amplify the findings as part of a marketing collaboration.

The allegation triggered a fresh debate about whether the so-called independent investigation was actually a coordinated influencer campaign.

As industry observers pointed out, SPF testing itself can produce different results depending on methodology and laboratory conditions. The episode therefore highlighted both the complexity of sunscreen science and the power of influencer narratives in shaping consumer perception.

In the end, the controversy became less about which sunscreen had passed or failed and more about trust.

For consumers, it served as a reminder that the lines between education, advocacy and marketing can sometimes blur in the beauty industry. For brands, it reinforced a critical reality: in the age of hyper-connectivity, every claim, study and campaign can quickly become part of a much larger conversation.

At the centre lies a regulatory paradox. Sunscreens in India are classified as cosmetics rather than health or over-the-counter products, despite their widely acknowledged role in protecting skin from harmful ultraviolet radiation. 

Globally, several countries treat sunscreen as a quasi-medical product requiring rigorous efficacy standards. In India, however, the regulatory framework continues to operate under the ageing Drugs and Cosmetics Act.

While the Bureau of Indian Standards specifies permitted ingredients and concentration limits, it does not mandate a single standardized testing protocol to verify SPF claims. As a result, brands can rely on different methodologies including in-vivo testing on human subjects, in-vitro laboratory tests or mathematical models to support their claims. The absence of uniform standards has created a fragmented environment where competing narratives around “science” and “efficacy” often become marketing tools.

This structural ambiguity has increasingly spilled into public discourse, culminating last year in a widely discussed legal and advertising dispute between Hindustan Unilever and Honasa Consumer, the parent company behind brands such as Mamaearth and The Derma Co..

The disagreement revolved around a sunscreen advertisement from Lakmé that allegedly questioned the SPF claims of competing products. The matter eventually reached the Delhi High Court, which mediated the dispute. Hindustan Unilever agreed to modify the advertisement by removing direct comparisons, altering packaging colours shown in the ad and revising the “best-seller” claim. Both parties later withdrew their contentious advertisements.

What followed soon after, however, revealed the sunscreen category's deep competitiveness. And as the ₹2,500 crore market continues to expand, the real competition may no longer be just about who offers the highest SPF, but who can build the most credible narrative around protection, science and trust.