Many Gen Z Americans Have Sun Safety All Wrong

When I first began exploring Gen Z’s relationship with sun safety, I expected to find a well-informed generation — one raised in the era of skincare influencers, SPF memes, and “wear your sunscreen” reminders plastered across TikTok. What I found instead was something far more complex: a generation deeply immersed in skincare culture, but quietly misinformed about the most basic form of protection.

We often assume that cultural visibility translates to behavioral change. After all, Gen Z is the most digitally connected demographic in history. They’re the ones driving the clean beauty movement, advocating for cruelty-free products, and questioning every ingredient on a label. But when it comes to sunscreen — arguably the most critical daily habit for long-term skin health — many of them are still operating on myths passed down from older siblings, outdated school health lessons, or TikTok trends that prioritize aesthetics over accuracy.

One of the most striking statistics I came across was this:

Nearly 25% of Gen Z adults failed basic sun safety knowledge, with 64% forgetting to apply sunscreen and over 50% experiencing sunburn in 2024 — highlighting a widespread gap in sun protection habits despite rising skin cancer risks.

More than half of Gen Z survey respondents said they wished they had done more to protect themselves when they were younger. That’s not just a statistic — it’s a reflection of regret from a generation barely out of its teens. And it points to a deeper gap between awareness and understanding.

I’ve seen this gap show up everywhere — from social conversations glamorizing a “base tan,” to content creators confidently recommending SPF 15 as a “starter” for daily wear. I’ve even spoken with skincare marketers who’ve admitted they were unsure whether SPF 30 truly needed to be reapplied every two hours.

That’s why I decided to dive into the real numbers, the behavioral psychology, and the cultural messaging that have led Gen Z — despite their curiosity and digital fluency — to get sun safety so fundamentally wrong. This isn’t about calling out an entire generation. It’s about understanding how we got here — and what we can do differently, whether we’re formulating products, writing health stories, launching campaigns, or simply trying to protect our own skin.

Because what’s at stake isn’t just beauty — it’s biology. And if we want the next generation to take sun protection seriously, we have to meet them where they are, challenge what they think they know, and give them tools they’ll actually use.

The Numbers Don’t Lie: What Surveys Reveal

When we first looked at the data from the American Academy of Dermatology’s national survey, we honestly had to reread it twice. As manufacturers who spend every day thinking about SPF, UVA/UVB protection, and formula education, we assumed Gen Z — the most online, skincare-savvy generation — would be ahead of the curve.

We were wrong.

One stat that really jumped out at us? 👉 27% of Gen Z respondents believe getting a “base tan” helps protect their skin. Yes, even in 2025. That old-school myth — that if your skin darkens a bit before real sun exposure, you’re somehow safer — is still alive and well. But the truth is, a base tan is already a sign of skin damage. Melanin production kicks in when your skin is under attack. So if your customers think a tan is protective, what they’re really seeing is early-stage damage.

Then there’s SPF usage. 👉 39% of Gen Z believe high-SPF sunscreen means they don’t have to reapply as often. Let that sink in. Almost 4 out of 10 are treating SPF 50+ like some kind of full-day force field — which it’s not. Reapplication every 2 hours is still non-negotiable. The number on the bottle affects protection intensity, not duration. That’s a common point of confusion we see even among brand founders — and one we always help clarify through packaging copy and product education.

Even more surprising? 👉 28% of Gen Z didn’t know that UV rays accelerate skin aging. And that’s a big one. Because while “skin cancer” sounds scary but distant, “premature wrinkles” hits much closer to home for 20-somethings. It’s a messaging opportunity for every brand targeting this age group. When we help our clients design Gen Z-focused sun care lines, we always suggest tying sun safety to both long-term health and short-term appearance.

And perhaps the most powerful insight of all:

“More than half of Gen Z survey respondents said they wished they had done more to protect themselves when they were younger.”

That line hit us hard. Because it’s not just a statistic — it’s regret. From people who are just beginning to see the early signs of sun damage: fine lines, uneven tone, spots that weren’t there last summer. Some of your customers are already looking in the mirror and wondering if it’s too late.

As a private-label skincare manufacturer, we don’t just read stats like these and move on. We work with founders every day who are building brands for this very generation. And we always say this: If you want to make an impact in the Gen Z skincare space, you can’t just sell sunscreen — you have to reframe it.

SPF isn’t just a product anymore. It’s a mindset. It’s a daily ritual. And for a generation that still gets so much skincare advice from influencers and TikTok hacks, your brand has a chance — and honestly, a responsibility — to fill in the gaps with truth, science, and smarter product design.

Why Gen Z Thinks This Way: TikTok Trends, Mixed Messaging & Aesthetics

We’ve worked with enough Gen Z-focused skincare brands to know one thing for sure: if your customers are confused about sunscreen, it’s not entirely their fault. In fact, we’d say it’s the result of a digital environment that glorifies aesthetics over accuracy — and it’s up to skincare brands to step in with clarity, not judgment.

Social Media Is Shaping Sun Habits — For Better or Worse

Let’s start with the obvious: Gen Z lives online. Platforms like TikTok, Instagram, and YouTube have become their primary sources of skincare education. And while that opens the door for exciting new ideas, it also means misinformation spreads incredibly fast.

We’ve seen creators casually recommend tanning oils as part of a “summer glow-up routine,” or suggest that “you only need sunscreen if your skin burns.” Others downplay SPF entirely, focusing instead on how their skin “just looks better” with a tan. Here’s the thing: these posts don’t usually come from bad intentions — they come from a lack of scientific literacy, repackaged in a highly aesthetic, emotionally engaging way.

From a formulation and brand-building perspective, this worries us. Because when misinformation is wrapped in good lighting and influencer credibility, it becomes more persuasive than the truth. And when a Gen Z consumer is choosing between science and social validation, the latter often wins — unless your product and your message speak their language.

Conflicting Advice Creates Paralysis

Even if someone genuinely wants to protect their skin, they’re likely overwhelmed by inconsistent, sometimes contradictory guidance. We’ve seen this firsthand in customer feedback sessions and influencer comments sections:

• “Should I use mineral or chemical sunscreen?”
• “Is SPF 30 enough or do I need 50?”
• “If it’s cloudy, do I still have to wear sunscreen?”
• “My moisturizer already has SPF — is that enough?”

As manufacturers, we know these are reasonable questions. But most consumers don’t have the time — or background — to decode ingredient lists, UV filter mechanisms, or FDA labeling standards.

And what happens when there’s too much complexity? People check out. We’ve seen customers delay purchases, skip SPF altogether, or buy trending products that look good on social but underperform in real life.

That’s why when we work with brands targeting Gen Z, we don’t just deliver the product — we help you simplify the message, both on packaging and across your content ecosystem. Whether it’s a clear reapplication instruction, a visual breakdown of SPF types, or a single tagline that busts a myth — education is part of the formula.

The Obsession with “Glow” vs. What Healthy Skin Actually Means

Here’s a critical insight we’ve uncovered through our work with DTC founders: Gen Z doesn’t reject sunscreen because they don’t care about skin health — they reject it because it doesn’t align with the look they want.

What they’re really after is that sun-kissed, radiant, post-beach glow. Not the greasy, chalky look that some SPF products still deliver. There’s a big emotional pull in looking “alive,” “warm,” and “dewy” — especially in an age where filters and front-facing cameras define beauty standards.

But here’s the challenge: in pursuit of that aesthetic, they often trade off actual skin health. Bronzed skin may look beautiful now, but underneath that glow is cellular damage, collagen breakdown, and early signs of hyperpigmentation.

We believe brands shouldn’t force Gen Z to choose between glow and safety — we should be building products that deliver both. That’s why when clients ask us to formulate SPF lines for this demographic, we focus on:

• Lightweight, non-greasy textures
• Tinted or tone-adaptive finishes
• Dual-function formulas (SPF + hydration + brightening)
• Packaging that feels more like a serum or cosmetic than a clinical prescription

Because when sunscreen feels like skincare — not like a chore — Gen Z is far more likely to use it consistently. And that’s how daily protection becomes a long-term habit.

As a private-label manufacturer, we don’t just develop formulas — we decode behaviors. We help you understand what your customers believe, why they believe it, and how your brand can respond with empathy, science, and smart design. And in the case of Gen Z, that response starts with meeting them where they are: online, overwhelmed, and in search of products that work and make them feel good.

The Long-Term Risks They Don’t See (Yet)

We’ve worked with skincare entrepreneurs long enough to know that sun protection is one of the hardest categories to communicate — especially to Gen Z. Why? Because the consequences aren’t immediate. And when damage doesn’t show up right away, it’s easy for young consumers to believe it isn’t happening.

But here’s what we always explain to our brand clients: UV damage is cumulative, silent, and irreversible — until one day, it’s not.

Sun Exposure Feels Harmless… Until It Isn’t

We’ve heard it all.

“It’s just a light tan.”“I don’t burn easily.”“I only tan once a year, on vacation.”

We get it — from a young person’s point of view, that glow seems harmless. It even feels healthy. But we’ve also worked closely with dermatology experts and clinical R&D teams who have shown us the deeper story. Every time your skin darkens due to the sun, you’re witnessing early-stage damage. Melanin production is your body’s built-in defense mechanism trying to protect DNA that’s already under attack.

What’s worse is that you don’t need a sunburn to accumulate damage. Tanning, even without redness or peeling, still triggers long-term harm: reduced collagen production, hyperpigmentation, cellular mutations. This damage doesn’t just go away — it builds up year after year, silently.

Tanning Beds: A Shortcut to Accelerated Aging and Risk

We also have to talk about tanning beds — because believe it or not, many Gen Z consumers are still using them. Some do it before spring break to “prep” their skin. Others visit salons because “a quick session won’t hurt.” But here’s the truth we share with every brand building sun care lines: Tanning beds expose users to up to 15 times more UV radiation than the midday sun. That’s not marketing exaggeration — that’s straight from clinical studies.

And unfortunately, this behavior often starts young. One blistering sunburn in childhood or adolescence? That alone nearly doubles the lifetime risk of developing melanoma, the deadliest form of skin cancer. This is not a theoretical risk — it’s a medically proven one.

The Real Stories Behind the Statistics

We don’t just rely on numbers. Sometimes what really changes people’s minds — especially your customers — is hearing a human story.

One we often reference comes from Dr. Brittany Craiglow, a dermatologist at Yale, who shared her personal experience with skin cancer. When she was in her 20s — the exact same age range as most Gen Z consumers — she went to see a dermatologist about a non-healing spot on her back. It turned out to be basal cell carcinoma, a form of skin cancer.

She was shocked. And even though she became a dermatologist herself later, that didn’t stop the damage from showing up. Over the years, she developed more skin cancers — and eventually, melanoma, which required surgery and left her with a 4-inch scar.

“I didn’t think much about the sunburns I had as a kid until it was too late,” she said. “Not many people want wrinkles and age spots — but that scar from my melanoma surgery? It’s a lot scarier.”

That quote has stayed with us. Because it reminds us that the sun damage your customers don’t see today could be the regret they feel ten years from now. And as brand builders, that’s a gap we can help close — not just with products, but with perspective.

What This Means for You as a Brand

If you’re thinking about developing a sun care line — or even a multi-functional skincare product that includes SPF — we believe you’re doing more than launching another SKU. You’re creating a habit. You’re shaping a consumer’s relationship with prevention.

This is why, when clients partner with us at Blackbird Skincare, we always include long-term risk education as part of the development process. It’s not just about SPF 30 vs. 50. It’s about how that product fits into a lifestyle that protects before it regrets.

You might be surprised how many founders have thanked us for pushing them to go one step further — maybe by adding an after-sun recovery SKU, or printing reapplication tips directly on the box, or launching a mini TikTok campaign explaining the difference between a glow and a burn.

Because when your customer realizes that you saw the risks they didn’t, you don’t just earn their sale — you earn their trust.

The Brand Responsibility: Education + Formulation

As a private-label skincare manufacturer, we’ve worked with hundreds of beauty brands across the world — and if there’s one truth we’ve come to believe about the Gen Z market, it’s this:

If you’re just selling sunscreen, you’re already behind. This generation doesn’t want to be sold to — they want to be educated, empowered, and understood.

Gen Z Needs More Than a Product — They Need a Reason to Care

We see it all the time. Brands with beautiful SPF packaging and decent formulas that still struggle to gain traction. Why? Because they focus on what the product is, not why it matters. But Gen Z customers — whether they’re scrolling TikTok or comparing SPF labels in-store — are asking deeper questions:

• “Is this actually protecting me?”
• “Why is SPF 50 better than SPF 30?”
• “Is this going to break me out?”
• “Will it leave a white cast on my skin tone?”

We’ve learned that education isn’t a “nice-to-have” — it’s part of the product experience. When a brand can break down complex topics like UVA vs. UVB, or the difference between mineral and chemical filters, in a voice that feels relatable, that’s when trust is built. And when trust is built, repurchase happens.

We Help Brands Make SPF Make Sense

When we work with our clients on SPF lines, we don’t stop at the formula. We help them build a story around the product — one that educates while engaging.

Let’s take a few strategies we’ve seen work really well:

✅ Myth-Busting Campaigns That Stick

We’re big believers in busting dangerous skincare myths with straight talk. And Gen Z responds incredibly well to it — especially when it’s done visually and playfully.

Think of simple content like:

• “No, a base tan does not protect you from sun damage.”
• “SPF 100 doesn’t mean you can apply it once and forget it.”
• “You can still get burned on cloudy days.”

These aren’t just educational statements — they’re conversation starters. We’ve helped brands turn these into everything from Instagram carousels to unboxing card inserts. And trust us, customers remember the brand that told them why their old beliefs were wrong — in a way that made them think, not feel dumb.

✅ TikTok Collabs That Bring Authority and Fun Together

Let’s face it — most Gen Z consumers trust dermatologists only if they’re on TikTok. We’ve helped clients find and partner with board-certified skin experts who can deliver credible, science-backed messages in short-form, viral-friendly ways.

We’ve even co-designed video scripts that walk viewers through:

• The right way to apply sunscreen (hint: it’s more than a dab on the nose)
• The truth about tanning beds
• Ingredient callouts like niacinamide, zinc oxide, and hybrid SPF textures

And when those videos live alongside the product in your shop, or show up in pre-launch hype, you’re not just selling SPF — you’re building credibility.

✅ Ingredient Spotlights That Are Actually Useful

We’ve seen too many product pages that say things like “Formulated with niacinamide and hyaluronic acid” — and leave it at that. Gen Z wants more.

So when we build copy for our clients, we say things like:

“Zinc oxide creates a physical barrier on the skin, reflecting UV rays instantly — making it a must-have for daily defense, especially for sensitive or acne-prone skin.”

Or:

“Niacinamide works double duty — not only calming redness post-sun, but also helping regulate oil and strengthen your skin barrier long-term.”

Because when customers understand what an ingredient does, they start to feel smarter — and more connected to your brand.

Sunscreen Doesn’t Have to Be a Chore (And We Prove That in the Lab)

Let’s talk about experience. Because education alone won’t save a bad product. We’ve worked with Gen Z-focused brands who came to us saying:

“My customers know sunscreen is important. They just don’t like using it.”

That’s where formulation comes in. We spend an enormous amount of time helping brands nail the feel of their SPF — because stickiness, white cast, pilling, or greasy residue are dealbreakers. Especially for Gen Z who are layering SPF under makeup, filming Get Ready With Me content, or applying mid-day before class or work.

That’s why we often suggest:

• Lightweight, milky emulsions or gel-cream formats
• Tinted SPF to match more skin tones
• Fragrance-free or sensorially subtle options
• Hybrid textures that double as primers or moisturizers

Because when sunscreen feels like skincare, Gen Z actually wants to wear it. And when they enjoy the experience, education becomes reinforcement — not resistance.

At Blackbird Skincare, we see our role as more than a contract manufacturer. We help brands create sunscreen products that feel good, work well, and teach something along the way.

We believe that’s what the next generation of SPF looks like:

• A lightweight, high-performance formula
• Paired with language that clears up confusion
• Packaged in a way that says, “You’re smart. You’re in control. Let’s protect that skin, long-term.”

So if you’re building a Gen Z-focused skincare brand, don’t just think about UV filters and shelf life. Think about messaging, education, behavior change — and how your SPF product can actually earn a place in your customer’s daily life.

We’re here to help with every part of that journey.

What Gen Z Actually Wants in a Sunscreen (and What You Should Make)

We’ve helped dozens of brands develop sunscreen products specifically for Gen Z — and let’s just say, this generation doesn’t settle. They’re picky, informed, and vocal. They don’t just want sun protection — they want formulas that fit into their lifestyle, reflect their values, and feel nothing like the sticky SPF they grew up hating.

When we help our clients create Gen Z-ready sunscreen products, we focus on four key areas that consistently make or break the product experience: texture, claims, packaging, and multitasking performance. Let us walk you through what we’ve learned — and what we help our clients build every day.

Texture Comes First — And It Can’t Feel Like Sunscreen

We hear this from nearly every Gen Z focus group we run:

“I know I should use sunscreen… I just hate how it feels.”

And we get it. Most traditional SPF products are thick, greasy, or leave a weird film — especially on melanin-rich skin. That’s why we always tell our brand partners: if the texture isn’t light, invisible, and non-greasy, it won’t matter how effective the formula is — Gen Z simply won’t use it.

So when we develop sun care for this audience, we prioritize:

• Featherlight emulsions that glide on like a serum and vanish in seconds.
• Non-comedogenic finishes that won’t clog pores — because acne is still a major concern for this group.
• No white cast, especially important for inclusive brands serving Black, Brown, and medium-tone skin types.

We even test SPF under makeup for layering behavior — because Gen Z often wears foundation, tinted moisturizer, or BB creams on top. And if your product pills, flakes, or looks patchy? You’ve lost them.

Claims That Match Their Values — Not Just Trends

Gen Z doesn’t just buy a product for what it does. They buy it for what it stands for. So the claims you make on your SPF aren’t just technical — they’re emotional triggers for trust and loyalty. Here’s what we always recommend to include (authentically):

• ✅ Reef-safe: Even if they’re not going to the beach, Gen Z wants to know your SPF won’t harm marine ecosystems. We formulate with reef-friendly filters (no oxybenzone, no octinoxate) and clearly label it.
• ✅ Fragrance-free: Many young consumers prefer unscented skincare to avoid irritation or “fake freshness.” We help you strike the right balance — subtle, neutral, no-nonsense.
• ✅ Cruelty-free & vegan: This is non-negotiable for many in this generation. If your product hasn’t been through cruelty-free certification, or contains animal-derived ingredients, you’re going to face resistance.

We’ve found that when these claims are communicated clearly — both on-pack and in your web content — it builds instant credibility with Gen Z buyers who are used to scanning for red flags.

Packaging That’s Portable, Shareable, and “Shelfie-Worthy”

Here’s something most manufacturers overlook: sunscreen is a lifestyle product. That means it’s carried in bags, pulled out in public, shown in “What’s in my bag” videos, and expected to look good doing it.

We work with clients to design functional but photogenic SPF formats:

• Stick SPF: Perfect for touch-ups, especially around the nose, lips, and eyes. Pocket-sized, swipe-and-go convenience.
• Mini mist sprays: Ideal for refreshing protection throughout the day — especially appealing to college students, gym-goers, and travelers.
• Soft matte tubes with color gradients or clear caps: Because Gen Z wants products they’ll be proud to leave on the bathroom counter — or feature in a TikTok.

And remember: this generation notices the details. We’ve helped brands choose caps that snap shut satisfyingly, materials that feel premium in the hand, and labels that are actually readable in sunlight. Because presentation matters as much as performance.

Bonus: They Love a Product That Multitasks

If there’s one thing Gen Z loves more than skincare, it’s efficient skincare. So what happens when you combine SPF with another step in their routine? You give them a reason to use it daily — without making it feel like a chore.

We’ve helped brands develop:

• SPF + moisturizer: One-step hydration and protection. Great for morning routines and simplified regimens.
• SPF + primer: A hit among makeup users. Protects, smooths, and creates a soft-focus base all in one.
• SPF + brightening serum: With niacinamide, vitamin C, or licorice root — so they feel like they’re treating dullness and hyperpigmentation while staying protected.

These hybrid SKUs are cost-efficient to produce, and highly desirable on platforms like Amazon, TikTok Shop, and Shopify. We often see these become hero products — the one SKU that defines a brand’s voice in the Gen Z space.

What We Always Remind Our Clients

Gen Z doesn’t want “just sunscreen.” They want a feeling, a statement, and a frictionless way to stay safe. If your sun care product can fit seamlessly into their routine, reflect their values, and offer them something a little smarter — you’ll win their loyalty fast.

At Blackbird Skincare, we don’t just help you formulate SPF that passes regulatory testing — we help you build a product they’ll actually reach for every day. That’s how we turn sunscreen from something they tolerate into something they love.

Building a Better Sun Care Line: Advice for Private Label Brands

When clients come to us with the idea of launching a sunscreen, we always pause and ask, “Are you building a SKU, or are you building a habit?” Because in today’s skincare landscape — especially if you’re targeting Gen Z — sunscreen isn’t just about UV protection. It’s about trust, routine, and messaging that sticks.

And that’s where we come in.

We don’t just manufacture sun care products. We guide brands through the full thinking process behind launching a meaningful SPF line — one that’s not only compliant and functional but also culturally relevant, emotionally resonant, and commercially sustainable.

Start Simple, But Start Strong — Lead with a Daily SPF 30

If you’re just beginning your sun care journey, we always recommend launching with one hero product: a lightweight, broad-spectrum SPF 30 designed for daily use.

Why SPF 30? Because it hits the sweet spot:

• Strong enough for reliable protection.
• Light enough for everyday use without overwhelming oily or acne-prone skin.
• Familiar enough that your average customer doesn’t need a science degree to understand it.

We typically formulate this type of SKU as an invisible, fast-absorbing, non-comedogenic emulsion — something that feels like a serum or moisturizer, not a greasy film.

And more importantly, we help you position it as a lifestyle product. Not just “sunscreen,” but something like:

“Your new daily defense.” “SPF that disappears into your skin, not your routine.”

This kind of positioning resonates far more with Gen Z and Millennial consumers who aren’t looking for beach gear — they’re looking for consistency in their self-care.

Don’t Rush Into Multiple SKUs — Expand with Strategy

We’ve seen too many brands fall into the trap of launching an entire SPF line at once: tinted, stick, mist, primer, body, spray, after-sun…

That’s a lot to launch — and even more to educate around.

What we’ve learned is that focused rollout wins. Start with one well-loved SKU. Let your customers use it. Let them talk. Then scale.

Here’s a roadmap we often help our clients build:

1. Phase 1: Daily SPF 30 — fragrance-free, gender-neutral, minimal.
2. Phase 2: Tinted SPF — offering glow + protection, formulated with multiple undertones in mind.
3. Phase 3: Hybrid SKUs — SPF + moisturizer, or SPF + serum, that simplify routines.
4. Phase 4: On-the-go touch-ups — SPF sticks and mists in photogenic packaging.
5. Phase 5: After-sun care — calming products with aloe, panthenol, and soothing botanicals.

With this kind of phased strategy, you give your customers time to learn and adopt — and give your brand room to listen and adapt.

And we’re right there through it all — helping tweak formulas, optimize textures, and ensure every new launch feels like a natural next step in your product journey.

Education Isn’t a Bonus — It’s a Core Feature of Your Product

Here’s something we emphasize to every brand we work with: If your customer doesn’t understand how to use sunscreen properly, your product can’t succeed — no matter how perfect the formula is.

That’s why we treat education as part of the product experience, not an afterthought.

We’ve helped clients do this in ways that are both low-cost and high-impact:

• 💬 Print usage instructions directly on the bottle or box — not just “apply liberally,” but “use 2 fingers of product for the face” or “reapply every 2 hours.”
• 🔁 Include unboxing inserts that say, “Here’s how to make SPF your daily habit.”
• 📲 Add QR codes linking to quick demo videos — so a customer can scan, watch, and feel confident in 15 seconds.
• 📚 Build an SPF 101 page on your website explaining the difference between UVA/UVB, physical vs. chemical, and common misconceptions.

We also help clients think through post-purchase flows — what kind of reminder emails they can send (“Did you reapply today?”), or how they can make their FAQ section feel human and non-patronizing.

Because when your customers feel smarter because of you, they stick around. Education builds trust — and trust builds retention.

Our Advice for Founders Launching SPF Now

If you’re building a private-label sun care line, here’s what we’ve learned, and what we help our clients apply every day:

• Start with the simplest behavior: daily SPF. That’s where long-term habits — and long-term brand equity — begin.
• Build in education from Day 1. Don’t assume customers will know how, when, or why to use your product.
• Think in terms of use cases, not SKUs. What moment in the day does your product support? Is it a morning ritual? A midday refresh? A travel essential?
• Let your first 500 customers shape your next 5,000. The questions, feedback, and patterns they give you will inform your next phase — and we’ll help you interpret all of it.

At Blackbird Skincare, we’re not just here to make sunscreen. We’re here to help you make sunscreen that makes sense — to your customer, to your positioning, and to your long-term goals.

We work with founders and marketers every day who are building meaningful, behavior-changing sun care brands — and we’d love to help you do the same.

Let’s build something that goes beyond protection — and into lasting impact.

Writing this piece took me deeper into Gen Z’s relationship with sun safety than I expected. I didn’t just read surveys — I watched influencer videos, scrolled through comment threads, read through SPF product reviews, and listened to how young people talk about sunscreen.

What I saw was a generation that cares deeply about skin health, but is still navigating a minefield of half-truths, marketing contradictions, and beauty culture pressures. They want glow, not grease. They want clarity, not condescension. And they want sunscreen to fit into their lives — not disrupt them.

That’s why I believe we need a new approach to sun care. One that doesn’t just push product, but educates, adapts, and builds trust.

We don’t fix misinformation with shame. We fix it with transparency. We meet Gen Z with better language, better formulas, and packaging that tells them exactly how to use what’s inside. We move beyond the outdated “SPF = beach day” model and design sunscreens for real life — for morning routines, for city commutes, for under makeup and over skincare.

And if you’re a founder, brand marketer, or product developer reading this — this is your opportunity.

At Blackbird Skincare, we help you create modern, high-performance sunscreen products built for the next generation. From lightweight SPF 30 moisturizers to tinted hybrid sunscreens with skin-soothing actives, we design private-label solutions that don’t just protect — they persuade. We don’t just ship formulas; we partner with you to build sun care systems that align with your brand values and speak Gen Z’s language.

So whether you’re building a new brand or expanding your product line, I invite you to reach out. Let’s create something smarter together — a sunscreen that doesn’t just sit on skin, but changes behavior.

Because the truth is clear: Gen Z got some of it wrong. Now it’s our turn to help them get it right.

Contact us today!