EQ Sunscreen 2026 Preview

Retail Buyers Guide: Sunscreen 2026 Retail Buyer’s Guide
Brand: EQ
Interviewee: MARIA ABREU – MARKETING MANAGER

How was demand in the sunscreen market in 2025?
He European sunscreen market in 2025 experienced solid growth compared to previous years. There is clearly a higher level of awareness among consumers in general, and more specifically among water sports practitioners — whether surfing, kitesurfing, or other activities — who increasingly understand that effective sun protection is absolutely essential. For EQ Love, 2025 was the first full year under new ownership, following the acquisition of the brand by our Portuguese company (while production and brand identity remain French). With access to historical data, we were able to benchmark performance and observed significant growth, particularly in facial sun protection products, where we recorded an increase of around 22%.

What are the latest trends in Sunscreen?
In the European market, there is a clear and accelerating shift towards organic, natural, and certified products. Mineral-based sunscreens are steadily gaining ground over traditional chemical formulations. While chemical sunscreens still represent the vast majority of the market—around 95%, largely driven by major global brands—the growth of mineral, organic, and certified alternatives is evident year after year. This trend is driven not only by increasing environmental awareness among consumers, but also by a growing understanding that mineral sunscreens offer a healthier, more active, and highly effective form of protection compared to chemical alternatives. Another important trend is the move towards daily sun protection. Consumers are no longer using sunscreen only for beach or sports activities, but are increasingly integrating it into their everyday routines as part of a broader skincare and health-conscious lifestyle.

Please tell us about your innovations for 2026.
For 2026, EQ Love is introducing key innovations that remain fully aligned with the brand’s DNA: high-performance mineral sun protection combined with certified organic formulations. One of our main launches is a new SPF50 tinted sunscreen, formulated with mineral filters and organic-certified ingredients. This product has been developed to deliver very high protection while offering a natural, wearable finish, making it suitable not only for sports but also for everyday use. In parallel, we are launching a new generation SPF50 Baby & Family formula, featuring a significantly improved texture. This new version is more “milky”, easier to apply, and more comfortable on the skin, while maintaining very high protection standards and full safety for sensitive skin, including babies. Across all new developments, we continue to prioritize mineral UV filters, certified organic ingredients, and skin-friendly formulations, ensuring both performance and respect for the skin and the environment.

What ingredients are you using?
At EQ Love, our ingredient strategy is built around simplicity, safety, and performance, always aligned with certified organic standards. For our SPF50 Tinted mineral sunscreen, we rely on non-nano mineral UV filters, primarily zinc oxide, to ensure broad-spectrum protection. These are combined with carefully selected organic plant-based ingredients, such as natural oils and botanical extracts, which help nourish and protect the skin while maintaining a pleasant texture and natural finish. Across our sun stick range, we follow a similar philosophy. The formulas are based on mineral filters and organic-certified ingredients, enriched with natural waxes and plant oils that provide both protection and durability, making them particularly suitable for active use in demanding environments such as surfing or other water sports. Overall, we focus on minimal, high-quality ingredient lists, avoiding controversial chemicals and prioritizing ingredients that are safe for both the skin and the environment.

How do you address sustainability/eco friendliness in your products?
Sustainability is at the core of EQ Love and is embedded in every stage of our product development. First, all our formulations are based on mineral UV filters and certified organic ingredients, ensuring they are safe for both human health and marine ecosystems. Our products are developed to be reef-friendly, avoiding controversial chemical filters known to impact ocean life. We also work under strict COSMOS Organic and ECOCERT certifications, which guarantee high standards in terms of ingredient sourcing, formulation, and environmental responsibility. On the packaging side, we continuously strive to reduce our environmental footprint by optimizing materials, limiting unnecessary plastic, and working towards more sustainable and recyclable solutions across our range. Finally, we prioritize local production in Europe, which allows us to maintain high quality standards while reducing transportation impact and supporting more responsible supply chains. For us, sustainability is not a trend — it is a long-term commitment that guides every decision we make.

Any exciting marketing campaigns coming up for your product line??
At EQ Love, 2026 will be a key year in terms of brand visibility and consumer engagement. We are launching a 360° campaign around our new SPF50 Tinted and Baby & Family ranges, combining digital activation, social media, and strong field presence. A major focus will be on education and real-use scenarios, particularly within the surf and outdoor communities. We are also working closely with retail partners and ambassadors to generate authentic content, including in-store activations and collaborative campaigns. The goal is to create a strong connection between product performance, lifestyle, and sustainability values.

What other benefits, apart from sun protection, does your product offer?
Beyond high-level sun protection, EQ Love products are designed to deliver true skin care benefits. Our formulas are enriched with organic plant-based ingredients, offering:

Hydration and nourishment
Skin barrier protection
Anti-drying and soothing effects

Additionally, our mineral formulations provide immediate protection upon application, without waiting time, and are particularly suitable for sensitive skin, including children. Our products are also highly resistant to water and sweat, making them ideal for active lifestyles, especially in demanding environments like surfing or outdoor sports.

Why should retailers stock your brand & your latest collection?
Retailers should stock EQ Love because it sits at the intersection of performance, sustainability, and strong consumer demand. We are positioned in one of the fastest-growing segments of the market: mineral and organic-certified sun care. This is no longer a niche — it is a structural shift in consumer behavior.
Our products offer:

Strong differentiation vs. Mainstream chemical brands
High perceived value and premium positioning
Proven sell-out performance, particularly in facial sun protection

Since the acquisition of the brand in 2025, we have also taken a much more proactive and dynamic commercial approach, significantly improving the conditions offered to our retail partners. This includes higher margins and more competitive structures, allowing retailers to build a more profitable and sustainable business with the brand. In addition, we actively support our retailers with education, marketing tools, and flexible product selection, helping them build a coherent and successful assortment.

What POS are you helping retailers out with?
We provide a full range of point-of-sale (POS) tools designed to support visibility, education, and conversion in-store.
This includes:

Branded displays adapted to different store formats, designed with sustainability in mind. We actively avoid plastic and unnecessary waste, with our displays primarily made from wood and eco-friendly materials
Educational materials explaining the benefits of mineral and organic sun protection
Product testers and visual merchandising tools
Digital assets for screens and social media integration

Our objective is not only to present the product, but to educate the consumer at the point of sale, which is key for conversion in a category where awareness and understanding are critical.

Key Products:

Baby SunMilk:

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Tinted Product 50:

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Tinted Sun Stick Blue:

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