Australia’s Sun Care Market Surges with Multifunctional Products and Innovative Formats

Industry Insights from Next Move Strategy Consulting

Australia’s sun protection market is experiencing a dynamic shift, fueled by heightened sun safety awareness and evolving consumer preferences for multifunctional, daily-use products. 

A New Era for Sun Protection

Gone are the days when sunscreen was solely for beach outings. Australian consumers now view sun protection as a cornerstone of daily skin care, spurred by growing awareness of its anti-ageing benefits."Sunscreen has become a fundamental step in consumers’ skin care and makeup rituals,” says Yang Hu, Insights Manager, Health and Beauty Asia at Euromonitor International. This shift has boosted demand for SPF 30+ and higher, particularly for facial sun care products integrated into daily beauty routines.

According to the report by Next Move Strategy Consulting, the global Sun Care Products Market size is predicted to reach USD 19.33 billion by 2030 with a CAGR of 5.3% from 2025-2030.

Euromonitor’s 2024 Voice of the Consumer: Beauty Survey highlights this trend: 11% of Australians used SPF 50+ products daily in 2024, up from 6% in 2018, while 15% applied them three to five times a week, compared to 7% in 2018. In 2024, Australia’s sun protection market reached USD215m, ranking fourth in the Asia-Pacific region behind China, Japan, and South Korea.

Key Market Drivers

• Innovative Product Formats: Sprays, serums, and powders are gaining traction for their ease of use and reapplication convenience. Brands like b.tan and Bali Body have expanded self-tanning ranges with facial tan mists, creams, and serums.

• Skinification Trend: Products infused with skin care ingredients like hyaluronic acid, niacinamide, and ceramides are redefining sun care. Brands such as Ultra Violette lead with “skinscreen” products that offer both sun protection and skin care benefits.

• Multifunctional Products: Consumers favor versatile products like SPF-infused facial moisturizers and makeup, aligning with simplified beauty routines for busy, socially active lifestyles.

• Retailer Innovation: Retailers like Adore Beauty are launching their own SPF product lines to meet diverse consumer needs.

Competitive Landscape and Challenges

The rise of multifunctional products and competition from skin care and color cosmetics brands poses challenges for traditional sun care brands. To stay relevant, companies must innovate with novel ingredients, refined formulations, and new delivery formats. “Brands must develop products that offer superior sun protection while meeting consumers’ escalating expectations for skin care benefits,” Hu notes.

Growth in After-Sun and Self-Tanning

Australia’s after-sun and self-tanning categories, which account for 27% of the sun protection market, far exceed the Asia-Pacific average of less than 3%. Rising UV exposure awareness has driven demand for sunless tanning methods, with brands innovating streak-free, hydrating, and customizable self-tanning products. In 2024, after-sun care demand reached USD28m, ranking second in APAC behind China’s USD151m, with a projected growth rate of 2% from 2025 to 2026, outpacing China’s 1.5%.

A Sun-Safe Future

Australia’s outdoor lifestyle and high UV index underscore the need for robust sun safety solutions. With consumers prioritizing skin health and safer tanning alternatives, the market is ripe for growth. Innovations in multifunctional products and convenient formats are set to drive the sun protection category forward, positioning Australia as a leader in sun care innovation.

Source: https://www.cosmeticsdesign-asia.com/Article/2025/03/26/shifting-consumer-perceptions-in-australia-fuelling-growth-of-multifunctional-sun-care-new-product-formats/

Prepared by: Next Move Strategy Consulting