Neutrogena Unveils New Sunscreens with BEMT Technology

Neutrogena has launched two new facial sunscreens in the U.S. utilizing Cloud-Tech, a proprietary system incorporating BEMT (bemotrizinol). This marks the first new FDA-approved sunscreen filter in the United States in over 25 years. The new formulas are designed to offer advanced broad-spectrum protection with lightweight textures and skincare benefits, aligning with consumer preferences influenced by K-beauty trends.

BEMT, approved for use at a concentration of up to 6%, is described by Neutrogena as a tool that enhances sunscreen innovation. According to the brand's press release, it provides higher UVA protection compared to existing UV filters and exhibits synergy with current U.S. filters to improve overall efficacy. The new sunscreens are priced at $18.99 each.

The new product line includes the Neutrogena Ultra Sheer Daily Face Sunscreen SPF 70. This formulation is described as ultra-lightweight, feeling 50% lighter than leading sunscreens. It aims to provide UVA/UVB protection and includes antioxidants to help defend against free radicals. The sunscreen is designed to layer smoothly under makeup without leaving a sticky residue.

Additionally, Neutrogena has released the Clear Face Sunscreen SPF 60, specifically developed for acne-prone skin. This sunscreen also features the new BEMT technology, combined with niacinamide and vitamin E. It is formulated to offer weightless UVA/UVB protection without clogging pores.

These launches reflect a broader trend in the skincare market where sunscreen is increasingly viewed as an essential daily product rather than a seasonal item. The popularity of K-beauty has been a significant factor in promoting elegant, lightweight sunscreen textures that are more appealing for everyday use. Neutrogena's new offerings aim to make incorporating daily SPF more convenient and effective.