La Roche-Posay’s New SPF Features BEMT

Last month, Neutrogena was out of the gate with its new mass market sunscreens featuring newly FDA-approved bemotrizinol (BEMT). Now, La Roche-Posay is following suit.

The brand has introduced Anthelios UV Defense SPF 50 Sunscreen, featuring BEMT, the first UV filter approved by the FDA in over 25 years, for advanced UVA protection in a weightless formula with an invisible finish.

Powered by what La Roche-Posay is calling an “amplified” Cell-Ox Shield complex, the formula provides 16-hour antioxidant and anti-pollution defense to protect against environmental damage.

“BEMT may be new to US sunscreen formulations, but it is a filter La Roche-Posay already knows well,” said Steve Lynch, associate VP of skincare development and scientific valorization, North America at L’Oréal Groupe. “Our teams have years of experience formulating with BEMT internationally. What matters is not simply adding a new UV filter but understanding how it works within the complete filtering system and formulation to deliver effective protection, stability and a strong consumer experience.”

‘Amplified’ Cell-Ox Shield Technology

Anthelios UVDefense Sunscreen SPF 50 comes in a lightweight, milky texture that melts into skin with no white cast and offers up to 24-hour hydration, according to the brand. La Roche-Posay’s proprietary Cell-Ox Shield technology is amplified with Litchiderm and Alteromonas Ferment Extract (Exo-P) to defend against sun-damaging free radicals for up to 16 hours. Litchiderm, a Litchi pericarp chinensis extract, supercharges antioxidant defense against oxidative stress. Exo-P is a biomimetic shield against urban pollution and smoke, according to the company.

Anthelios UV Defense SPF 50 retails for $39.99 on LaRochePosay.us and Amazon.