In case you purchase an independently reviewed services or products through a link on our website, WWD may receive an affiliate commission.

Can we still rejoice within the sun? Not without the proper protection. The sunscreen cream market is estimated to be valued at $9 billion by 2028. Nonetheless, multiple studies have shown that Gen X, Millennials and Gen Z are still not getting adequate sun protection, despite the fact that many claim to be mindful of their time within the sun, and most can’t discover non-melanoma skin cancer. While a Twitter post featuring a photograph of a 92-year-old woman’s sun-damaged neck skin went viral last 12 months (showing a stark contrast to her facial skin, where she had fastidiously applied sunscreen over time), the damaging Y2K tanning bed trend and non-FDA approved tan-boosting nasal sprays proceed to trend on TikTok.

We appear to be blinded by light, but what’s the answer? Board-certified dermatologist Dr. Orit Markowitz agrees that arming yourself with the most recent sun-shielding innovations and academic tools make protection from harmful rays of sunshine easier than ever before — and dare we are saying, fun.

Enroll for WWD Shop’s newsletter to get the inside track on the very best in beauty and magnificence with in-depth reviews of exciting recent releases and buyer’s guides to seek out the products you want to try ASAP.

Why Trust WWD

Since 1910, WWD — also known as “the style bible” — has been the leading industry voice of authority for senior executives in the worldwide women’s and men’s fashion, retail and wonder communities, while also informing the buyer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for each fashion insiders and consumers alike. Our shopping editors proceed to uphold WWD’s editorial standards and values with quality, expert-backed product selections.

To put in writing this story on the very best recent developments in sunscreens and sun protection, we spoke to a board-certified dermatologist and did research on the sunscreen market. We explored dozens of things to narrow down probably the most groundbreaking recent sun-protection accessories. Learn more about us here.

Meet the Expert

Dr. Orit Markowitz is a number one dermatologist, skin cancer specialist, and CEO and Founding father of Markowitz Medical. She has been called a dermatologic pioneer for her groundbreaking work developing minimally-invasive diagnostic and treatment protocols for skin cancer. Her motto: Cutting Edge Without the Cutting™. Considered one in all the world’s leading researchers in nonsurgical skin cancer treatment, Dr. Markowitz has acted as principal investigator in multiple U.S. clinical trials studying using noninvasive imaging in skin cancer, precancer, psoriasis and eczema, and her most up-to-date funded imaging research includes early diagnosis and optimal management of skin cancer and prognostic indicators of medicines on disease, equivalent to field cancerization, psoriasis, atopic dermatitis, nail fungus and allergy patch testing. Dr. Markowitz was the recipient of 2018 Melanoma Research Humanitarian Award for her groundbreaking work in early melanoma diagnosis and significant contributions to the treatment and care of melanoma patients.

Meet the Authors

Adam Mansuroglu is the Director of Commerce for Footwear News and WWD, overseeing strategy for shopping content on each brands, together with writing and editing shopping guides, product reviews, and shopping trend stories across fashion, beauty, home and lifestyle product categories for men and ladies. Prior to his current role, Mansuroglu was a fashion editor and stylist at Cosmopolitan Magazine, Style Editor at BestProducts.com, and Senior Style and Gear Editor at Men’s Health Magazine. Mansuroglu has been tapped as a shopping expert for editorial web sites equivalent to Wirecutter, and his writing has also appeared in Out Magazine, Esquire and other publications.

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over six years of experience as a author and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She keeps her finger on the heartbeat of all things related to beauty and wellness.