Neutrogena launches twoBEMT sunscreens witha K-beauty-inspired twist
If there’s one skincare step I don’t take lightly, it’s SPF — and Neutrogena is giving daily sunscreen another reason to stay front and center.Even though we’re drifting away from summer and entering (or, depending on where you live, have already entered) pumpkin spice territory, sunscreen should still be worn daily.UV exposure doesn’t disappear when beach season ends, which is why finding an SPF that feels good enough to actually use every morning can make all the difference.Now, Neutrogena is bringing a major sunscreen technology update to the U.S.
with the launch of Cloud-Tech, a K-beauty-inspired sunscreen technology featuring BEMT (bemotrizinol), which the brand describes as the first new FDA-approved sunscreen filter in the U.S.in 25 years.According to Neutrogena’s press release, BEMT is the first new UV filter approved in the U.S.
in over 25 years.“With the introduction of BEMT (approved up to 6% concentration), Neutrogena formulators now have a new tool to advance sunscreen innovation,” the release states.“BEMT drives higher UVA protection vs.
non BEMT filters, while also delivering superior aesthetics.It is proven to have synergy with existing US filters to deliver better outcomes.”The launch introduces two new facial sunscreens designed to combine broad-spectrum sun protection with the lightweight textures and skincare benefits many consumers now expect from their everyday SPF.
And perhaps most notably, the advanced technology isn’t being positioned as a luxury splurge; both new formulas are priced at $18.99.First up is the Neutrogena Ultra Sheer Daily Face Sunscreen SPF 70, an ultra-lightweight formula designed to feel 50% lighter on skin than leading sunscreens.Powered by Cloud-Tech, the invisible, non-greasy formula is designed to provide UVA/UVB protection while incorporating antioxidants to help defend against free radicals.
It’s also made to layer seamlessly under makeup without leaving behind a sticky feeling or resid...