SPF has crossed over from seasonal to daily. 75% of Americans now use sunscreen at least occasionally — up 4 percentage points year over year — driven by preventative skincare habits, wellness culture, and increased awareness that UV exposure happens even on cold, cloudy days.
e.l.f. SKIN's Suntouchable line makes daily sun protection a no-brainer. Four innovative SPF essentials — including a face sunscreen and primer hybrid — are each priced at $15 or less, removing the prestige price barrier that's kept SPF out of everyday routines.
Sun care and conscious beauty are no longer a trade-off. The full e.l.f. SKIN Suntouchable range is e.l.f. clean, cruelty-free, vegan, and Fair Trade Certified™ — proof that premium-quality, feel-good SPF doesn't have to cost a fortune or compromise your values.
There used to be nothing more dreaded than the sunscreen slather. The ghostly white cast. The inevitable “Can you get my back?” on round three of beach-day reapplication.
For years, sunscreen was treated more like a chore than a choice – a nostalgic summer scent wrapped in sticky formulas and skin-tone betrayal. While dermatologists have long warned that UV rays can impact skin health and accelerate visible signs of aging, even on the cloudiest days, consumers have been slow to turn daily SPF into a non-negotiable.
Sun protection used to only exist in spray cans and pharmacy aisles, leaving consumers to feel like SPF was an addedlayer to personal care routines. Meanwhile, application felt like a hassle. Formulas left skin feeling sticky as e.l.f. to the touch. Packaging was inconvenient and oversized.
That was until a new dawn broke. And now, SPF is having a routine renaissance. Today, 75% of Americans use sunscreen occasionally, up 4 percentage points year over year, with growth driven by increases in both daily and weekly use.* What was once reserved for beach bags and pool days has become a daily skincare step, with consumers evaluating SPF the same way they evaluate serums and moisturizers: Does it work? Does it protect? Does it deliver added skin benefits? And most importantly, does it fit seamlessly into my routine?
According to Circana, SPF demand is becoming less dependent on sunshine and weather patterns, and more closely tied to preventative skincare habits, wellness culture and growing awareness of daily UV exposure — even on colder, cloudier days.** Sun care is no longer just about the sun. It is about skin health, everyday protection and formulas consumers are energized to use.
Today, the very characteristics that once turned consumers away from SPF quickly became the flaws the industry set out to solve. Sticky finishes became quick-dry sprays with a non-greasy feel. Aerosol cans and leaky bottles became sleek, twist-up or squeeze tubes. Added layers became complexion products powered by SPF. Now that’s pretty untouchable innovation. Or should we say, suntouchable.
Any of this disruption sound extra e.l.f.ing familiar? While sun care may be finally experiencing its time in the sun, we saw the light long ago. So instead of asking, “Can you get my back?” we’ll tell you: we’ve already got yours.
At e.l.f., three little letters can do a lot. It’s in our DNA, and SPF is no exception. Our Suntouchable family is the ultimate range of four innovative sun care essentials designed to make sun protection accessible, approachable and easy as e.l.f.
Our line of curated SPF essentials includes:
Suntouchable Invisible Sunscreen SPF 35: When it comes to sun protection, the choice is clear – literally. This lightweight, velvety-feel clear sunscreen is a gel texture with broad-spectrum SPF 35 that doubles as a blurring primer to grip makeup for long-lasting wear.
Suntouchable Whoa Glow SPF 30: Prime, protect, and get ready to glow. Available in three shades with just a hint of shimmer, this face sunscreen and primer hybrid delivers broad-spectrum SPF 30 sun protection, primes your skin for long-lasting makeup wear, and leaves you with a glowy, sheer finish. Use it as the last step in your skincare routine as a makeup primer or wear on its own for a natural-looking glow with a hint of radiance.
Suntouchable All Set for Sun SPF 45: Help protect your skin and set your makeup for long-lasting wear with this overachieving clear SPF setting spray. The clean, lightweight formula delivers clear, broad-spectrum SPF 45 protection and leaves zero white cast on all skin tones. Infused with watermelon fruit extract and prickly pear seed oil, the quick-dry, skin-loving mist allows for easy re-application to refresh both your look and sun protection throughout the day.
Suntouchable Invisi-Stick SPF 50: Sunscreen you’ll want to stick with! This portable sunscreen stick delivers broad-spectrum SPF 50 sun protection with a smooth application that glides on completely clear on all skin tones for a natural-looking finish — no white cast. It’s also infused with moisturizing sunflower seed oil and soothing bisabolol.
We make the best of beauty accessible for every eye, lip and face, and that also means protecting your skin without breaking the bank. All of our Suntouchable products are $15 or less, making SPF easier than ever to add to your daily routine — no prestige price tag, no e.l.f.ing excuses.
More than anything, we believe our community deserves to know all the eyes.lips.facts. All e.l.f. products are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, and triclocarban, . All skincare is also free from sulfates, while all e.l.f. products are cruelty free and vegan. e.l.f. is proud to partner with Fair Trade USA™ and manufacture products in Fair Trade Certified™ facilities.
CivicScience, “Americans Are Reaching for More Sunscreen and Eagerly Awaiting the New FDA-Approved Option,” June 22, 2026.
* Circana, “Skin health and wellness trends drive global growth in year-round SPF use, says Circana,” June 22, 2026.