Research has indicated that Gen Zers are more likely to absorb myths about suncare than older generations, and experts point to online misinformation as the cause. With young audiences valuing peer-to-peer knowledge, the data highlights a need for greater caution around wellness rhetoric.

Brazilian beauty brands are ramping up product development in the sun care category to meet the growing demand for products that suit local customers’ needs. With extreme heat only worsening in the country, sunscreen is becoming a key priority in people’s beauty routines.

Amid rising climate anxiety, consumers are calling for brands to be more eco-conscious, socially responsible, and evidence-based. This is leading beauty brands to innovate with climate-adaptive products, which offer skincare solutions that counter harsh weather and give consumers peace of mind.

Chinese personal care brand Hi!Papa has gained success by filling a vacuum in the market between all-in-one infant/baby products and teen/adult skincare and cosmetics. How did it tap into the broader kids’ skincare and cosmetics trend, and what can brands learn from this?