Suenyo Sunscreen 2026 Preview

Retail Buyers Guide: Sunscreen 2026 Retail Buyer’s Guide
Brand: Suenyo
Interviewee: Marketing Team

How was demand in the sunscreen market in 2025?
Over the past few years, we have primarily targeted water and mountain sports enthusiasts with our products. Therefore, we can’t speak for the market as a whole. From what we have seen, 2025 was generally a difficult year for surf and water sports retailers, which naturally had an impact on us as well. Nevertheless, we are noticing a growing interest in and demand for high-quality products that not only provide sun protection but also focus on sustainability and the health of the user.

What are the latest trends in Sunscreen?
Sustainability and health consciousness are the two key themes. Claims relating to these topics are everywhere. However, if you look more closely, you quickly realise that very high sun protection factors and sustainability are difficult to reconcile. We therefore see a strong trend of brands jumping on the bandwagon, even though the products do not always live up to their promises.

Please tell us about your innovations for 2026.
We have expanded our product range and, in addition to our high-quality zinc pastes, we now also offer a mineral sun cream. As with our pastes, it was important for us to use high-quality ingredients and to develop a cream that absorbs well and leaves minimal white residue. We have achieved exactly that and are now launching our new It’s On zinc sun cream in 50 ml and 100 ml tubes.

What ingredients are you using?
Alongside our UV filter (non-nano zinc oxide), we use a blend of natural ingredients to provide not only reliable sun protection but also moisturising, skin-caring, anti-ageing and wound-healing benefits. In particular, lanolin and kaolin make a real difference when it comes to the skin-caring properties of It’s On Zinc Paste. Our sun cream also contains vitamin E, which contributes to anti- aging benefits.

How do you address sustainability/eco friendliness in your products?
Sustainability is one of our core principles. I would like to highlight our consistent avoidance of plastic for our zinc paste packaging and in shipping. The sunscreen itself comes in tubes made from recycled plastic. To encourage the re-use of the zinc tins, we offer a discount on the next purchase when empty tins are reused. To reduce waste, we also provide refillable wooden displays for our products. Last but not least, when talking about sustainability, the question of what we don’t use is just as important as the ingredients we do use. We do not use titanium dioxide as an additional UV filter, nor do we use chemical boosters to artificially increase the sun protection factor of our products.

Any exciting marketing campaigns coming up for your product line?
We have developed a new social media plan for 2026 and are very much looking forward to putting it into action. In addition, we are keen to reconnect directly with our customers through test stands and product demonstrations.

What other benefits, apart from sun protection, does your product offer?
It’s On Zinc Paste offers outstanding skin-caring and wound-healing properties in addition to reliable sun protection. The skin becomes noticeably more moisturised and softer after just a few days of use. Even small skin injuries that can easily become inflamed when spending time in the ocean every day can be treated effectively with It’s On Zinc. Simply keep the wound covered with paste and it will usually heal within a few days.

Why should retailers stock your brand & your latest collection?
Our products speak for themselves – but customers first need the opportunity to discover them. That’s why both our zinc paste and our sun cream are available in affordable, small pocket-sized versions to help customers get started. Another advantage for retailers is that we do not impose minimum order quantities. Every order can be assembled individually as required, and dispatch is always quick.

What POS are you helping retailers out with?
We provide detailed product information, competitor comparisons and product training, as well as product images and a product sheet that retailers can share with their customers. Our wooden displays are real eye-catchers and are available for all our products.

Key Products:

Its On product 1:

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Its On product 2:

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Its On product 3:

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