Sunscreen is one of the most widely recommended skincare products—and one of the least consistently used.

People know it matters. They just don’t want to wear it.

The industry solved sun protection. It never solved behavior.

Beauty by Earth is betting the problem isn’t awareness. It’s the experience.

Today, the clean beauty brand announced the launch of its new mineral SPF collection: a multi-product line designed to shift daily sun protection from obligation to a coveted part of a skincare routine.

With more products on the horizon, the collection currently includes:

• Barrier Protection Hydrating Mineral Face Sunscreen SPF 50 — High-protection daily face SPF with hydration and barrier support; ideal for dry, sensitive, or anyone who wants one SPF that does everything. It gives a hydrated, glowy finish.
  
  

• Barrier Protection Mineral Body Sunscreen SPF 50 — Easy-spread, nourishing body SPF for outdoor exposure; designed for beach days, active lifestyles, and full-body protection
  
  

• Invisible Matte Barrier Defense Ceramide Sunscreen Serum SPF 30 — Lightweight, matte, skincare-like SPF that disappears on skin; built for oily skin, makeup wearers, and SPF skeptics. It leaves skin with a flawless matte finish.
  
  

Each formula is built around non-nano zinc oxide and a barrier-first philosophy that prioritizes protection, skin comfort, and everyday wearability. Unlike many chemical sunscreens, these formulas were crafted without propellants, dyes, synthetic fragrances, or harsh chemicals. They’re safe for the whole family and water resistant for up to 80 minutes. 

The launch arrives at a moment when sunscreen has become both more culturally visible—and more behaviorally neglected. According to the American Academy of Dermatology, only 56% of Americans use sunscreen regularly, and just 20% apply it on cloudy days, despite cumulative UV exposure being a primary driver of visible skin aging.

That gap—between what people know and what they actually do—is the problem Beauty by Earth set out to solve.

“We didn’t want to make another sunscreen people buy because they feel guilty,” said Prudence Millsap, Founder of Beauty by Earth. “We wanted to make something people reach for—because it feels good, looks good, and fits into their routine.”

The formulas were designed to eliminate the friction points that cause people to skip SPF altogether: white cast, heaviness, greasiness, and poor compatibility with skincare and makeup.

“If SPF feels heavy, greasy, or complicated, people skip it,” said Dani, Chief Operations Officer. “I’ve tested more sunscreens than I can count while developing this line—and most fall short in how they actually feel day to day. This one doesn’t. It wears beautifully, disappears on the skin, and holds up.”

Beauty by Earth built its reputation in self tanner—a category defined by visible, immediate results. SPF is a different kind of promise: preventative, cumulative, and largely invisible in its success.

Sunscreen is one of the few products where success looks like nothing happening. No burn. Less visible damage. Skin that holds its tone and texture over time.

It is also one of the easiest habits to skip.

Prudence believes the solution is not louder messaging—but better rituals.

“It doesn’t feel like sunscreen—it feels like skincare,” Prudence said. “We were relentless about every detail—from texture to wear to the ingredients themselves. With ceramides, squalane, and nutrient-rich plant oils, we built formulas that support the skin as much as they protect it. You feel the difference the moment it goes on.”

Beauty by Earth’s SPF collection is available now at beautybyearth.com/collections/spf.  

The FDA recommends applying sunscreen before sun exposure and reapplying at least every two hours, and more often when swimming or sweating.

About Beauty by Earth

Obsessively natural and relentlessly effective, Beauty by Earth crafts high-performance skincare and personal care products rooted in purity, integrity, and planet-first practices. From bestselling self tanners to clean haircare essentials, the brand is on a mission to make clean beauty the most luxurious part of your day.

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