Neutrogena Launches First Mass-Market Sunscreens With Bemitrizinol, The First New FDA-Approved UV Filter in 25 Years

American consumers can now buy mass-market sunscreens formulated with bemotrizinol (BEMT), as Neutrogena rolls out the first domestic products featuring the newly approved UV filter. The launch of the company's "Cloud-Tech" line introduces two facial sunscreens—Clear Face SPF 60 and Ultra Sheer Daily Face SPF 70—that utilize the ingredient to achieve a lightweight, fast-drying texture. This marks the first commercial application of a new UV filter in the United States since the late 1990s, translating a recent regulatory shift into tangible products on drugstore shelves.[1][2][5]

The U.S. Food and Drug Administration (FDA) formally added BEMT to its over-the-counter sunscreen monograph in June 2026, permitting its use at concentrations up to 6%. The agency determined the ingredient is generally recognized as safe and effective, noting its ability to provide broad-spectrum protection across both UVA and UVB wavelengths with low systemic absorption. Prior to this ruling, the U.S. market had gone more than 25 years without a new active sunscreen ingredient.[2][5]

American consumers have long imported Korean and European sunscreens to access advanced filters like BEMT, which allow for high sun protection factors without the heavy, greasy finish typical of older domestic formulations. "Cloud-Tech was inspired by the K-beauty sunscreens consumers love and the experience they increasingly expect from daily sun protection," said Chris Riat, Global Neutrogena Brand Leader. The goal is to resolve the texture complaints that frequently cause people to underapply sunscreen or skip it entirely.[2][4][6]

To create the new products, Kenvue formulators combined BEMT with existing approved filters using the brand's proprietary Helioplex360 stabilization technology. The company reports that the resulting Ultra Sheer Daily Face SPF 70 feels 50% lighter on the skin than leading traditional sunscreens. This weightless profile is designed to dry without a sticky residue and layer cleanly under makeup.[2][5]

The formulations also integrate active skincare ingredients to address specific dermatological concerns alongside UV protection. The Clear Face SPF 60 variant, developed specifically for acne-prone skin, includes niacinamide and vitamin E to provide coverage without clogging pores. Meanwhile, the Ultra Sheer version incorporates patented micro-peptide technology to target visible signs of aging.[2][5][6]

The introduction of BEMT into the mass market provides a practical upgrade for daily sun protection, particularly for individuals who struggle with the white cast or pore-clogging tendencies of traditional mineral and chemical sunscreens. BEMT drives higher UVA protection compared to legacy non-BEMT filters, while demonstrating synergy with existing U.S. ingredients to deliver better overall outcomes.[2][4]

The new sunscreens became available for purchase on September 17, 2026, launching initially on Amazon in 1.4-ounce bottles before a broader rollout to U.S. brick-and-mortar retailers. This rapid turnaround—bringing a product to market just three months after the FDA's final administrative order—signals an aggressive push by legacy brands to reclaim market share from international competitors.[1][2][5]

While Neutrogena is the first major brand to market with BEMT, the regulatory approval opens the door for a broader reformulation wave across the U.S. sun care industry. The speed at which competitors will introduce their own next-generation sunscreens will dictate how quickly the baseline standard for American sun protection shifts. For now, the rollout tests whether domestic consumers will transition their daily habits when offered international-grade filters in the drugstore aisle.[5][6]