Forty percent of consumers say they apply sunscreen daily, regardless of weather or the season, while 74% say they’re buying more sun protection products now—both in their cosmetics and as standalone sunscreens—than they did 5 years ago.

Innovations in sun care from the United States and abroad are causing a frenzy of consumer excitement, whether those innovations are coming from Korea with advanced UV filters and pleasing finishes, or companies like Shiseido that are introducing protection that strengthens with heat, water and sweat.

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