Neutrogena’s First BEMT Formulas Hit the US Market

Neutrogena is out of the gate as one of the first mass market suncare brands to offer formulations with bemotrizinol (BEMT) in the US.

The Kenvue-owned brand today releases new Neutrogena Clear Face Sunscreen Acne-Prone Skin Broad Spectrum SPF 60 and Ultra Sheer Daily Face Sunscreen Broad Spectrum SPF 70, both of which feature new Cloud-Tech technology that comes from the incorporation of BEMT.

Skin health professionals expect the availability of US sunscreens formulated with BEMT to boost usage rates as more consumers put daily use products into practice.

“The biggest barrier to daily SPF use has never really been awareness—it’s all sensory. Patients skip sunscreen because so many US formulas feel heavy, chalky, or left a white cast. Bemotrizinol lets formulators build higher-SPF products that actually feel like skincare instead of a burden. That’s the kind of change that moves compliance in numbers,” said Dr. Jane Yoo, a dual board-certified dermatologist and Mohs surgeon in New York City.

“As a Mohs surgeon, I see the cost of under-protection firsthand. I’ve been advocating for filter modernization for years, and this is the first time I can tell patients that the elegant, high-SPF formulas they’ve been importing from Korea or Europe are finally showing up on US shelves.”

The new formulas will allow Neutrogena to elevate the conversation with consumers that a higher SPF product available in the US can be easy to wear and reapply—major sticking points for compliance.

“Higher SPF only helps if people are willing to put it on generously and reapply. What’s exciting about bemotrizinol-containing formulas is that they let brands hit higher SPF numbers without the trade-off in wearability we’ve seen with older US filter combinations. That’s a meaningful shift for adherence, especially for patients who’ve told me for years that sunscreen just doesn’t feel good enough to wear every single day,” added Dr. Yoo. 

Inside Cloud-Tech

Neutrogena’s experts acknowledged the benefits of having BEMT in their toolbox.

“BEMT has a unique absorbance profile compared to currently approved US UV filters. It absorbs certain UV wavelengths more effectively than other filters and offers broad-spectrum UV coverage with high efficiency,” Jipsha Thakrar, Neutrogena sun product development lead, told Happi. “Overall, BEMT provides broad-spectrum coverage and formulation efficiency that can enhance aesthetics that drive everyday use.”

Neutrogena says Cloud-Tech delivers comprehensive coverage via BEMT and Helioplex 360°, which combines UVA/UVB protection with comprehensive coverage to defend against free radicals from LUVA/HEVL boundary region exposure, and aesthetics like fast-drying, silky finish that feel more like skincare.

The aesthetics and performance combination lean into elevated expectations fueled by K-beauty and sun protection products sold outside of the US.

Neutrogena Ultra Sheer Daily Face Sunscreen Broad Spectrum SPF 70 delivers advanced UV protection in a lightweight, fast-absorbing formula with no white cast that layers under makeup without pilling, heaviness, or greasy residue, according to Neutrogena. This formulation features patented Micro-Peptide technology and antioxidants.

In a Zoom with editors ahead of the launch, Neutrogena relayed that with Cloud-Tech, the Ultra Sheer Daily SPF 70 formula displayed 5x superior UVA protection versus the No. 1 luxury face sunscreen.

Neutrogena Clear Face Sunscreen Acne-Prone Skin Broad Spectrum SPF 60 delivers advanced UV protection in a non-comedogenic formula. It is said to be fast-absorbing, delivering a non-greasy finish that blends across skin tones with no white cast, helping to reduce excess shine. Additional skin-health ingredients in the formula include niacinamide, vitamin E and feverfew.

Formulating for the Future

According to Thakrar, establishing a close partnership with their BEMT provider was essential to understanding both the technical aspects of the filter and the regulatory pathway, including what the FDA looks for when assessing new active ingredients.

“For over 40 years, Neutrogena has made sun protection more accessible by advancing daily use and safer sun habits through innovation, partnerships and education. Launching a BEMT product took the entire organization to make happen,” she said. “Our R&D and insights team worked quickly to understand consumer, customer, and HCP response and leaned on our global expertise to deliver an innovation that meets our consumers’ needs.”

Product Availability

Both formulas are available on Amazon today, with further retail rollout expected to begin next month.

More BEMT products are expected to come from Neutrogena, which leads the category, according to Circana data. But Kenvue officials are keeping a specific timeline close to the vest.

Thakrar told Happi that Neutrogena is “continuing to explore what else is possible with BEMT.”

She added, “Based on the aesthetic and protection benefits that come with using BEMT, we are certainly evaluating different combinations, usage occasions, and formats where BEMT can bring improved experience and more regular sunscreen usage with consumers.”

Like others in the industry since the new UV filter was formally cleared for use by FDA, Thakrar shared her enthusiasm for BEMT’s greenlight in US.

“Neutrogena is thrilled about the new formulation possibilities that BEMT unlocks,” noted Thakrar. “As Neutrogena continues exploring ways to incorporate it into the future portfolio, we’re also hopeful its approval is the first of many steps toward expanding the range of UV filters available in the US, helping to advance sun care innovation and encourage more people to wear sunscreen every day.”

A Category Booster?

The big question for the sun care category will be if revenue gains follow the introduction of new formuation options for consumers.

According to Circana, sales of suntan products in US multi-outlets rose 7.5% to nearly $2.8 billion for the 52-weeks ended Sept. 6, 2026. Units rose 2.8%.