Messaging around sun safety tends to focus on fairer skin tones and most formulations don’t cater to the needs of darker skin. Black Girl Sunscreen is working to promote sun protection for Black people with a white-cast-free, moisturizing product that positions suncare as self-care.

Throughout the pandemic, skincare companies benefited from consumers having more time on their hands for elaborate self-care routines. As the crisis has abated, people are looking for simple solutions and are moving towards ‘skin rewilding’ – resetting their natural microbiomes while saving time.

Chronic skin conditions don’t get much attention in the beauty industry but skincare brand Topicals is looking to change the narrative. With playful packaging worth flaunting instead of hiding and copy that promotes body-neutrality, it’s catering to a traditionally underserved audience.

With the rise of TikTok beauty causing Gen Zers to over-exfoliate, Byoma is educating people about how to preserve the skin’s natural barrier. The brand cuts through potentially harmful skincare trends with an offer that makes people feel confident that their skin is protected.