Surf Stick Bell Sunscreen 2026 Preview

Retail Buyers Guide: Sunscreen 2026 Retail Buyer’s Guide
Brand: Surf Stick Bell
Interviewee: Michał Pałyska, Owner

How was demand in the sunscreen market in 2025?
Over the past five years we have seen consistent growth in demand across the sunscreen market. In 2025 this continued strongly, especially in the Canary Islands, Poland, Denmark, Spain and the Caribbean. The surf, skate and beach segments are growing steadily, but we also see strong expansion into pharmacies and cosmetic retail. With the launch of four new SPF products alongside our bestselling sticks, we are reaching a broader audience beyond surfers.

What are the latest trends in Sunscreen?
We see strong growth in mineral-based sunscreens, especially zinc oxide formulas and reef-safe products. Consumers are looking for high-performance sun protection for sports as well as lightweight daily-use SPF with skincare benefits such as hyaluronic acid. Multifunctional and environmentally friendly products are key trends. All Surf Stick Bell products are reef safe.

Please tell us about your innovations for 2026.
Our range has expanded to seven products in total, including four recently launched innovations designed for a wider audience beyond core surf customers. All products are delivered in ready-to-use retail displays to support sell-through. We also provide free floor stands for retailers, making in-store presentation easy and effective.

What ingredients are you using?
We use high-quality UV filters including mineral zinc oxide in many of our products, combined with skin-friendly ingredients such as hyaluronic acid, aloe vera, natural oils and vitamins. Our formulas focus on effective sun protection with added skincare benefits. Most products are vegan and cruelty-free.

How do you address sustainability / eco friendliness in your products?
All our products are reef safe. Most packaging is mono-material and recyclable, supporting easier recycling. We use mineral filters such as zinc oxide in many formulas. All products are vegan, cruelty-free and manufactured in the EU.

Any exciting marketing campaigns coming up for your product line?
We work with a growing network of micro-influencers across the surf, beach and outdoor communities. Each year we expand into new markets and currently sell across all of Europe, including the Canary Islands, as well as Cabo Verde, the Caribbean, Morocco, Turkey, the UAE, Bali and more.

What other benefits, apart from sun protection, does your product offer?
In addition to high UV protection, our products provide hydration, skin nourishment and protection against wind and extreme conditions. They are designed for sports and outdoor lifestyles, do not run into the eyes and are long-lasting. Our daily formulas include skincare ingredients such as hyaluronic acid, while Surf Care products contain natural oils and aloe.

Why should retailers stock your brand & your latest collection?
Surf Stick Bell offers high-quality sun protection at a more accessible price point than many competitors while still ensuring strong retailer margins. Customers often purchase multiple colourful sticks instead of a single expensive competitor product, especially families with children. This leads to faster sell-through and higher turnover for retailers.

What POS are you helping retailers out with?
We support retailers with ready-to-use displays, floor stands, testers, digital assets, packshots and content for online stores and social media. Our products are delivered in retail-ready display units that simplify merchandising and increase visibility in-store.

Key Products:

Surf Stick SPF50:
A compact, pocket-sized sunscreen stick available in six vibrant colours. Loved by kids, families and surfers, it provides long-lasting protection in all conditions. With a high-quality formula (96–100% natural origin) and excellent price point, customers often buy multiple sticks. A proven bestseller for over five years with strong repeat sales.

Blue

Extreme Waterproof Gel SPF50+:
Designed for extreme conditions and water sports, this transparent gel offers very high, long-lasting protection that stays on even during intense activity. Popular with surfers, runners, cyclists and skiers, it does not run into the eyes and remains effective in water and sweat.

Daily UV Protection SPF50+:

gel

A lightweight, fast-absorbing sunscreen for everyday use. Enriched with hyaluronic acid for hydration, it works perfectly as a daily face SPF and under makeup. Suitable for all skin types and not only for surfers, it offers high protection with a comfortable, non-greasy feel.

DAILY