Key Findings · Mixed-Methods Research · 2026
Unfiltered: A Consumer Study on Sunscreen in America
How gender, generation, and brand origin reveal two completely different relationships with sunscreen — and what it means for the $2.7B market.
About the Study
Mixed-methods research combining IBISWorld industry data, a consumer survey, shop-along ethnography, netnography, and expert in-depth interviews. Conducted by Kaur Consulting, Summer 2026. Survey n = 60. Findings are exploratory and directional — not statistically representative. Lead researcher: Kiran Kaur. Contributing researcher: Shivangi Rathi.
Lead Researcher
Kiran Kaur
Contributing Researcher
Shivangi Rathi
Methodology
Mixed-methods: survey, ethnography, IDIs, netnography
Released
Fall 2026
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Key Findings
A gender gap with real consequences
68% of women apply sunscreen daily or more — only 25% of men do. Among men, sunscreen is a seasonal act, not a skincare habit. This signals an enormous untapped segment for brands willing to rethink their messaging and positioning.
Gen Z leads in use, not in knowledge
75% of Gen Z respondents apply daily — driven entirely by social media and TikTok, not ingredient literacy. Zero hybrid or mineral awareness. Daily use drops sharply with age: 59% for Millennials, 40% for Gen X, 33% for Boomers.
Korean brands are competing head-to-head
Korean and Asian brands account for 41% of all brand mentions, with Beauty of Joseon ranking as the most-mentioned brand overall. South Korea overtook France as the largest US sunscreen exporter in 2024, now representing 18% of all imports.
Coverage