EQ The French Brand Focused On Pushing Artistic And Environmental Boundaries In The Sunscreen Market

Blending high-performance mineral sun protection with certified organic formulations and authentic surf lifestyle roots, EQ Love is entering a new chapter with the launch of two major SPF50 innovations. We sat down with the French brand to discuss its evolution, growing ambitions and vision for modern outdoor sun care.

Please can you give us a brief history of the brand since its launch?
EQ Love was founded in Hossegor, France, inspired by surf culture and outdoor living. From the beginning, the brand focused on developing mineral-based sun protection products adapted to active lifestyles and long hours under the sun. EQ first became recognised within the surf community through its coloured SPF50+ sun sticks, which combined very high protection with a strong visual identity. Over the years, the range expanded into certified organic sun care and skincare products while maintaining its original DNA connected to the ocean, travel, and nature. In 2025, the brand entered a new phase following its acquisition by a Portuguese boardsports distribution company, accelerating development and expansion across Europe.

What is the brands USP?
EQ Love combines high-performance mineral sun protection, certified organic formulations, and authentic surf lifestyle credibility. Unlike many mainstream sunscreen brands, our products are specifically developed for outdoor sports and active use. Our mineral formulas are highly water resistant, adapted to intense sun exposure, and designed not to run into the eyes during sports and water activities. At the same time, we focus strongly on texture and daily wearability, creating products consumers enjoy using both at the beach and in everyday life.

What are the best-selling products in the line?
Our Pocket Size Sun Sticks SPF50+ remain the brand’s iconic products and continue to perform extremely well across Europe. Available in 10 colours inspired by the ocean and nature, they have become a signature product within the surf and outdoor communities. Facial sun protection is also one of our strongest categories, especially products combining high mineral protection with lighter textures suitable for daily use.

What is currently your top performing European market?
France remains our strongest market today due to the brand’s origins and long-standing connection with the French surf scene. However, we are also seeing strong growth in Portugal and Spain, where awareness around mineral and organic-certified sunscreen products continues to increase rapidly.

How do you see the sunscreen market developing over the next few years?
We believe the market will continue evolving towards mineral, certified organic, and more transparent formulations. Consumers are increasingly informed about ingredients, environmental impact, and the differences between chemical and mineral UV filters. Another important evolution is the rise of daily sun protection as part of broader skincare and wellness routines. At the same time, demand is growing for products that combine high protection with better cosmetic elegance, lighter textures, and improved comfort for active lifestyles.

How is the brand distributed in Europe?
EQ Love is distributed across Europe through surf shops, outdoor retailers, concept stores, pharmacies, and e-commerce platforms. While the brand remains deeply connected to boardsports culture, it is also increasingly expanding into lifestyle and premium beauty channels.

Where are EQ products manufactured and what steps do you take to ensure your production methods are eco friendly?
Our products are manufactured in France according to strict certified organic standards. We work with mineral UV filters and carefully selected ingredients of natural origin while prioritising European production and responsible sourcing. EQ Love also operates under COSMOS Organic and Ecocert certifications, guaranteeing high standards regarding ingredient selection and environmental responsibility. We continuously work towards reducing unnecessary plastic and developing more sustainable packaging and display solutions.

Tell us about your new products for this year.
For 2026, EQ Love is launching two major new SPF50 products. The first is the new Tinted Sun Milk SPF50, certified COSMOS ORGANIC by Cosmebio and Ecocert and formulated with 100% mineral filters. Developed with a lighter and more fluid texture, it delivers very high protection while reducing the white cast usually associated with mineral sunscreens. The formula is also designed not to run into the eyes during sports or water activities. The second launch is the new Baby & Child Sun Milk SPF50, also certified organic and formulated with mineral filters. Developed for sensitive skin, the new generation formula offers a more fluid and comfortable texture while maintaining very high protection standards for babies and children.

Why should retailers carry EQ?
EQ Love sits at the intersection of several of the fastest-growing market segments: mineral sun care, certified organic cosmetics, and outdoor lifestyle products. The brand offers retailers strong differentiation versus mainstream sunscreen brands, premium positioning, and authentic surf credibility. We also actively support our retail partners through eco-designed displays, educational tools, digital assets, and flexible merchandising solutions.

Life Happens Outdoors. Made for Ocean Lovers.