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The New Sun Protection Shopping List

A fresh wave of innovative products will make sure you don't feel the burn.

Adam Mansuroglu, Claire Sullivan

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May 27, 2023, 4:00pm

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Sunglasses, straw hat and beach towel on sand

Sun protection is key for summer. Getty Images

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

Can we still have fun in the sun? Not without the right protection. The sunscreen cream market is estimated to be valued at $9 billion by 2028. However, multiple studies have shown that Gen X, Millennials and Gen Z are still not getting adequate sun protection, even though many claim to be mindful of their time in the sun, and most can’t identify non-melanoma skin cancer. While a Twitter post featuring a photo of a 92-year-old woman’s sun-damaged neck skin went viral last year (showing a stark contrast to her facial skin, where she had carefully applied sunscreen over the years), the dangerous Y2K tanning bed trend and non-FDA approved tan-boosting nasal sprays continue to trend on TikTok.

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We seem to be blinded by light, but what’s the solution? Board-certified dermatologist Dr. Orit Markowitz agrees that arming yourself with the latest sun-shielding innovations and educational tools make protection from harmful rays of light easier than ever before — and dare we say, fun.

Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

Janessa Leoné Milton UPF Hat

High style meets high sun protection. Top off your summer ensembles with this UPF 50+ wide-brim straw hat for a dash of drama with much-needed shade for your face and shoulders.

Sonya Bowman

Janessa Leone Milton UPF Hat $370 Buy Now at Janessa Leone

Janessa Leone Milton UPF Hat $370 Buy Now at Nordstrom

Janessa Leone Milton UPF Hat $374 Buy Now at Luisaviaroma

Related: The Best Sun Hats

Vacation SPF 30 Baby Oil

A positive play on the harmful baby oil sunbathing trend of yesteryear, this non-tanning SPF 30 oil-based sunscreen has a nostalgic powdery scent and comes packaged in aesthetically pleasing ’80s resort branding.

Courtesy of Vacation

Vacation SPF 30 Baby Oil $22 Buy Now at Vacation

Vacation SPF 30 Baby Oil $22 Buy Now at Ulta

Vacation SPF 30 Baby Oil $22 Buy Now at Nordstrom

Sun Patch Nose Protection UPF Patches

Areas prone to the most sun exposure, such as your face, require an extra line of defense. Bolster your SPF with these reusable, waterproof UPF 50 stickers, available in three colorways.

Courtesy of Sun Patch

Sun Patch Nose Protection UPF Patches $16 Buy Now at Sun Patch

Sun Patch Nose Protection UPF Patches $18 Buy Now at Amazon

Related: The Best Sunscreens on Amazon

Coola Liplux Organic Hydrating Lip Oil SPF 30

With over one billion views on TikTok, lip oils are one of 2023’s biggest beauty trends. Try this formula, which delivers SPF 30 with softening vitamin E and camellia and jojoba oils.

Courtesy of Sephora

Coola Liplux Organic Hydrating Lip Oil SPF 30 $18 Buy Now at Sephora

Coola Liplux Organic Hydrating Lip Oil SPF 30 $18 Buy Now at Ulta

Coola Liplux Organic Hydrating Lip Oil SPF 30 $18 Buy Now at Amazon

Related: The Best Lip Oils

Lucyd Penumbra Sunglasses

Make the smart choice when selecting your summer shades. These sleek sunglasses are equipped with built-in Bluetooth speakers and voice-accessible ChatGPT, providing you with the tech comforts of your phone without exposing it to heat.

Courtesy of Lucyd

Lucyd Penumbra Sunglasses $199 Buy Now at Lucyd

Related: The Best Sunglasses for Women

Kinlò UV Detection Stickers

An innovation that Markowitz says “is definitely leveling it up,” these stickers have a superpower: UV-sensitive ink. Rather than relying on memory or a timer, the adhesives turn blue when it’s time to reapply your sunscreen. “Having a way to detect when your sunscreen has worn off and is no longer protecting you is quite unique and could be a game changer.”

Courtesy of Kinlo

Kinlò UV Detection Stickers $5.99 Buy Now at Kinlo

Kosas DreamBeam SPF 40 Mineral Sunscreen

Forget the white cast woes you normally associate with mineral sunscreens. This peach-tinted sun blocker is packed with peptides and ceramides that soothe and hydrate your skin for a healthy glow.

Courtesy of Kosas

Kosas DreamBeam SPF 40 Comfy Smooth Sunscreen $40 Buy Now at Kosas

Kosas DreamBeam SPF 40 Comfy Smooth Sunscreen $40 Buy Now at Sephora

Watskin Lola Bodysuit

No need to sacrifice sun protection for style. This long-sleeved, hooded UPF 50+ body suit is made with a quick-dry nylon-spandex fabric blend that delivers four-way stretch for comfort, while the contrast-colored zipper appeals to the eye.

Courtesy of Watskin

Watskin Lola Bodysuit $375 Buy Now at Watskin

Pavise UV Camera

Jump-scare warning: this tiny camera connects to your phone to reveal areas of emerging sun damage on your skin. But it’s not all shock factor, as the same UV-coated lens allows you to see exactly where your sunscreen is applied, so you know you’re getting optimal coverage.

Courtesy of Pavise

Pavise UV Camera $176 Buy Now at Pavise

Why Trust WWD

Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections.

To write this story on the best new developments in sunscreens and sun protection, we spoke to a board-certified dermatologist and did research on the sunscreen market. We explored dozens of items to narrow down the most groundbreaking new sun-protection accessories. Learn more about us here.

Meet the Expert

Dr. Orit Markowitz is a leading dermatologist, skin cancer specialist, and CEO and Founder of Markowitz Medical. She has been called a dermatologic pioneer for her groundbreaking work developing minimally-invasive diagnostic and treatment protocols for skin cancer. Her motto: Cutting Edge Without the Cutting™. Considered one of the world’s leading researchers in nonsurgical skin cancer treatment, Dr. Markowitz has acted as principal investigator in multiple U.S. clinical trials studying the use of noninvasive imaging in skin cancer, precancer, psoriasis and eczema, and her most recent funded imaging research includes early diagnosis and optimal management of skin cancer and prognostic indicators of medications on disease, such as field cancerization, psoriasis, atopic dermatitis, nail fungus and allergy patch testing. Dr. Markowitz was the recipient of 2018 Melanoma Research Humanitarian Award for her groundbreaking work in early melanoma diagnosis and significant contributions to the treatment and care of melanoma patients.

Meet the Authors

Adam Mansuroglu is the Director of Commerce for Footwear News and WWD, overseeing strategy for shopping content on both brands, along with writing and editing shopping guides, product reviews, and shopping trend stories across fashion, beauty, home and lifestyle product categories for men and women. Prior to his current role, Mansuroglu was a fashion editor and stylist at Cosmopolitan Magazine, Style Editor at BestProducts.com, and Senior Style and Gear Editor at Men’s Health Magazine. Mansuroglu has been tapped as a shopping expert for editorial websites such as Wirecutter, and his writing has also appeared in Out Magazine, Esquire and other publications.

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over six years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She keeps her finger on the pulse of all things related to beauty and wellness.

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