The news: The FDA approved bemotrizinol (BEMT), the first new chemical sunscreen ingredient cleared for use in the US in 20 years. The ingredient offers broad-spectrum protection against both ultraviolet A and B (UVA and UVB) rays and has low skin absorption. Dutch company DSM-Firmenich, which sought the FDA approval, received an 18-month exclusive marketing window for its PARSOL Shield brand in the US.

Why it matters: New formulations using BEMT could make sunscreen more effective and cosmetically appealing, encouraging more people to protect their skin from the sun. Over time, this could help reduce the risk of skin cancer.

Most US chemical sunscreens block only UVB rays. By contrast, UVA rays, which account for 95% of the sun's radiation reaching Earth, penetrate deeper into the skin and contribute to aging and skin cancer, per the MD Anderson Cancer Center. Mineral sunscreens also block UVA rays but can leave a white, chalky cast that some consumers find unappealing, per UCLA Health.

Lighter weight and invisible BEMT sunscreens with greater preventative benefits could help drive higher adoption, and in turn, lower skin cancer risks. Just 56% of US adults use sunscreen regularly, and only 20% apply it on cloudy days, according to a May 2025 American Academy of Dermatology survey. Research shows daily sunscreen use can reduce melanoma risk by 40% to 50%, and the AAD called the approval an important step toward improving sun protection and reducing skin cancer risk.

Implications for health and wellness brands: DSM-Firmenich's 18-month exclusivity won’t hold brands off for long. Global brands including L'Oréal and K-beauty players already sell BEMT sunscreens abroad, and a wave of domestic reformulations, are likely to follow.

For both global and reformulation marketers in the space, the challenge will be resetting consumer thinking around SPF ratings. Consumers have long associated higher SPF numbers with lower risk, so brands will have to invest to shift that perception to broader UV spectrum value. Marketing, advertising, and education efforts can help shift consumer attention from SPF alone to overall protection and daily wearability, especially when reinforced by dermatologists and cancer advocacy groups.

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