August 22, 2025



Charm.io analyzes the SPF leaders driving DTC success and TikTok Shop sales

Charm.io, the world’s most comprehensive data set on ecommerce brands, has released a new report on the top-performing sunscreen and suncare brands of 2025. With SPF now firmly positioned as a daily must-have, Charm.io has ranked brands based on the proprietary Charm Success Score, which measures social following, website traffic, reseller distribution, and more. The findings reveal which brands are defining the future of suncare and how they’re translating cultural buzz into measurable business results.

Sunscreen’s Rise as a Daily Essential

Sunscreen is no longer seen as a seasonal product to wear on beach-going summer days. Today, SPF is central to skincare and beauty routines year-round. Consumers are increasingly aware of the role sun exposure plays in both long-term skin health and visible aging. This awareness, amplified by dermatologists, beauty editors, and social media trends, has elevated sunscreen into a fast-growing category in beauty. From mineral powders to SPF-infused makeup, innovation in the category continues to capture consumer attention and dollars.

Who’s Winning in SPF?

The report highlights a mix of new disruptors, heritage powerhouses, and skincare/makeup-first players. Some brands have gone viral by reframing SPF as a beauty essential rather than a chore, while others lean on decades of dermatologist trust or a legacy of sunscreen branding. What unites them is their ability to connect with consumers in new ways—whether through clinical credibility, beauty appeal, or seamless integration into daily routines.

Charm.io’s analysis gives a peek into the momentum behind these brands. A dermatologist-founded favorite, a playful beach-inspired brand, a Japanese global leader, and a DTC disruptor all make the list—each bringing a unique lens to how SPF fits into consumer lifestyles.

What makes this report particularly compelling is its view into how these brands are driving success across different channels. Some brands are driving hundreds of thousands of dollars on TikTok Shop, while others are not selling on the platform but have gained nearly one hundred thousand followers on TikTok over the past year. 

Why Beauty Executives Need to Pay Attention to the Suncare Space

The rise of sunscreen is more than a consumer trend—it’s a signal of where beauty and wellness are converging. SPF now sits at the crossroads of skincare, makeup, and wellness. For beauty executives, understanding which brands are excelling and how they’re driving sales and social followers is essential for merchandising, partnerships, and innovation strategies.

This report doesn’t just list the top names—it shows how they’re winning. From TikTok-fueled breakout stars to established icons maintaining their relevance, Charm.io’s data reveals the strategies shaping the future of suncare.

Download the full report to uncover the 15 brands leading the SPF boom, explore the metrics behind their success, and see which players are setting the pace for the next wave of SPF beauty and wellness.