Himaya Sunscreen 2026 Preview

Retail Buyers Guide: Sunscreen 2026 Retail Buyer’s Guide
Brand: Himaya
Interviewee: Stuart Knowles

How was demand in the sunscreen market in 2025?
We’ve seen a surge in the European “ocean-friendly” market, but it’s not uniform. Traditional surf shops are actually losing market share because the segment is being diluted by new brands making unsubstantiated “greenwashing” claims. To put it in terms of the Gartner Hype Cycle: we’ve moved past the “Peak of Inflated Expectations” and are currently descending into the “Trough of Disillusionment.” This flood of undifferentiated brands has led to stagnation. Eventually, the market will settle into a “Plateau of Productivity”, a more stable, albeit lower, level of demand. Surf shops need to pivot away from mass-market brands and focus on authentic, high-performance products to restore trust.

What are the latest trends in Sunscreen?
Yet again, Greenwashing is the dominant marketing trend. Many brands claim “ocean-friendly” status based solely on excluding UV filters banned in Hawaii, but that standard is insufficient. This has created a “wary consumer” phenomenon. We’re also seeing a burgeoning “conspiracy theory” regarding the purpose of sunscreens; people believe the industry focused on preventing sunburn (UVB) while neglecting long-term skin cancer and deep-tissue damage. This scepticism has become so extreme that it’s actually leading some people to stop using sunscreen altogether, which is a massive health concern.

Please tell us about your innovations for 2026.
We have a new non whitening zinc stick. The big innovation is focusing on better spreading to ensure correct SPF. We’re actually including a free 10ml tin to get customers into the refilling mind set. Also our new refillable or reusable silicon tube, pushing our refill philosophy to a new level.

What ingredients are you using?
Himaya is a natural sunscreen. We’ve been using mineral UV filters for 25 years. With our know-how, we believe our unique formulations give the best achievable rubbing-in experience without white casting.

How do you address sustainability/eco-friendliness in your products?
At Himaya, sustainability is our DNA. The founder grow up in Africa witnessing both the resourcefulness of people and the fragile beauty of the reefs. We address the “inconvenient truth”: while the industry hypes the Hawaii ban (which affects roughly 5%-40% of reefs), 100% of the world’s coral reefs are threatened by rising temperatures and ocean acidification driven by CO2. To claim a product is “Ocean Friendly” without addressing CO2 is an oxymoron. We also reject bioplastic tubes, 98% of cosmetic tubes end up in landfills where they produce methane, a gas significantly more potent than CO2. Our solution since over 10 years is the refilling and now a refillable silicone bottles and travel tins. Refilling is 1,000% better than landfilling.

Any exciting marketing campaigns coming up for your product line?
We are not a marketing hype company. We believe in honest products and innovations being our primary marketing tool. However we still do the typical niche sports style marketing.

What other benefits, apart from sun protection, does your product offer?
Education,Homesty, and Social Responsibility. The “white elephant” in the industry is that natural filters usually feel like “rubbing toothpaste” into the skin, so people spread them too thinly to avoid looking pasty. Statistics show that 95% of users, even those using chemical filters, do not apply the correct volume required to achieve the SPF on the bottle. This is the issue, Himaya bridges this through 25 years of R&D focused on rub in and education. By creating a cream that feels good and rubs in, we help the end-user apply the correct amount needed to stay truly protected. We also double offset our CO2 through mango plantations and remove two plastic bottles from the ocean for every bottle sold. All profits continue their way into skin cancer and earth regenerative projects.

Why should retailers stock your brand & your latest collection?
Partnering with Himaya connects your store with a 25-year legacy of innovation and authentic sustainability. Beyond brand alignment, there are practical commercial benefits: our refill system is designed to encourage customer loyalty, naturally bringing people back to your store when they’re ready to replenish. It positions your shop as a forward-thinking leader that prioritizes quality and the environment over marketing trends.

What POS are you helping retailers out with?
We have the standard POS packages for counter top and larger free standing island displays made from wood and cardboard..

Key Products:

Himaya SPF50 50ml natural suncream: