Beyond SPF 50+: What’s Next for Sunscreen Innovation in India

The suncare category in India is heating up—not just under the country’s tropical sun, but in courtrooms and campaign battles. A recent showdown between legacy brand Lakmé and D2C challenger The Derma Co. has brought SPF efficacy claims into the spotlight, igniting broader questions about trust, transparency, and testing in the sunscreen market.

India’s suncare market is growing rapidly. As per Mintel’s Global New Product Database, suncare launches have risen by over 20 percentage points from 2019-2024. But despite this growth, a closer look at consumer habits and perceptions reveals a category still evolving—and ripe for transformation.

India presents a complex landscape for sunscreen manufacturers. A 2024 Mintel report on suncare trends found that only 21% of Indian sunscreen users prioritise SPF levels in their purchasing decisions. Instead, price, skincare benefits, and skin-friendly ingredients significantly influence purchase decisions in the category. 

At the same time, Indian brands are rapidly upping the ante on SPF claims. In 2024 alone, 8 out of 10 new sunscreen launches offered SPF 50+. While this aligns with global product trends, it also brings a new challenge: sameness.

The push for high-SPF products, though commendable, has made SPF 50+ a category norm rather than a differentiator. In a market where only a small fraction of users truly understand or prioritise SPF levels, this oversupply of similar claims risks making sunscreens feel interchangeable. Without clear points of distinction, brands may face increased price-based switching and eroded loyalty.

To truly stand out, it is important for brands to go beyond just the number. Future differentiation will depend on:

In a sea of SPF 50+, success will hinge on crafting compelling narratives around efficacy, user experience, and scientific integrity.

Closing the Knowledge Gap

Despite the SPF 50 push from brands, consumer understanding remains low. By prioritising education and emphasising product efficacy in marketing efforts, brands can foster stronger connections and gradually shift consumer priorities.

Lakmé’s recent “SPF Lie Detector” campaign is one such attempt—using comparative testing to bring SPF efficacy to the forefront. While the campaign stirred legal debate, it undeniably succeeded in sparking conversation around SPF standards and trust.

Global skincare trends signal a move toward more informed, efficacy-driven purchasing. Mintel’s 2024 BPC Trend “Sophisticated Simplicity” highlights that today’s buyers value efficacy over flashiness. This drives the demand for accountability and transparency. To meet these demands, brands will need to underscore scientific features, robust clinical testing, and proven results in their marketing strategies.

Here are the Key Shifts Suncare Brands can Anticipate and Prepare for:

The days of vague product claims are numbered. Future success will belong to brands that publicise robust clinical testing credentials. Clear data on in-vivo and in-vitro SPF testing and adherence to ISO standards will likely become a selling point, building consumer trust.

As legal scrutiny increases, there’s also a rising likelihood of stricter regulations or SPF labelling mandates in India. Brands that self-regulate and embrace testing transparency now will stay ahead of the curve.

Despite rising UV levels and increasing sun exposure due to climate change, many Indian consumers still do not perceive daily sun protection as necessary. A 2002 study by van der Leun and de Gruijl estimated an 11% global rise in skin cancer incidence by 2050 with just a 2°C increase in temperature—underscoring the growing importance of SPF. Brands have a crucial role to play in educating consumers about the real risks of sun damage, and in reframing sunscreen as an everyday health essential, not an optional beauty add-on.

Indian consumers seek multi-functional skincare products for their added benefits and enhanced value. In 2024, 39% of Indians reported using less suncare products due to perceived high costs, highlighting the growing importance of offering value-driven solutions. Sunscreens that combine broad-spectrum SPF with additional skincare benefits, like anti-aging properties or hydration, will gain prominence. Brands can use this insight to innovate and appeal to a price-sensitive yet quality-demanding audience.

As sophistication deepens, consumers will increasingly evaluate sunscreens by formulation quality and testing standards—not just affordability. Mintel’s “Sophisticated Simplicity” trend reveals a shift from cost-driven choices to efficacy-driven purchasing patterns. With more informed consumers actively seeking value in formulations, brands must prioritise quality over shortcuts. Going forward, brands can focus on innovating technology that protects skin from long UVA rays.

The sunscreen market will benefit from peer validation and expert endorsement. Consumer reviews and testimonials will continue to influence decisions, especially in younger segments. But with SPF being science-heavy, consumers also want clarity from trusted voices. Dermatologists and scientifically credible influencers will play a vital role in bridging the “understanding gap” between complex claims and daily use. By nurturing communities of educated, satisfied users, brands can create ripple effects across digital platforms.

With consumer mindsets shifting toward sophistication and efficacy, now is the moment for the suncare market in India to rise to the challenge. The brand battles we’re seeing are just the tip of the iceberg—they signal a market in flux, demanding more science, more clarity, and more trust.

Brands, take note. The future of SPF is bright—but brands that back their claims with credible scientific proof, educate consumers, and build trust through transparent, empathetic messaging, will shine the brightest.

At Mintel, we track innovation, consumer sentiment, and category shifts across beauty and personal care. Connect with our experts to uncover white space opportunities and build data-backed strategies for your brand’s success in India’s evolving suncare landscape.