Neutrogena Debuts BEMT-Powered Sunscreen Technology
Neutrogena is introducing Cloud-Tech, a new sunscreen formulation featuring bemotrizinol, marking the first time in over 25 years that the FDA has approved a new UV filter in the United States. The technology aims to provide high-level UVA and UVB protection without the heavy, greasy texture often associated with traditional high-SPF products.
The launch, centered on the newly approved bemotrizinol (BEMT), seeks to address consumer hesitation toward high-SPF sunscreens. Historically, achieving higher protection required a concentration of filters that often resulted in thick, uncomfortable formulas. By integrating BEMT with its existing Helioplex360 technology, Neutrogena claims to achieve a weightless, cloud-like finish that blends into the skin similar to premium skincare products.
This development arrives in two new offerings: Neutrogena Clear Face Sunscreen SPF 60 and Neutrogena Ultra Sheer Daily Face Sunscreen SPF 70. Beyond sun protection, the formulas incorporate active skincare ingredients such as niacinamide and patented Micro-Peptide technology, designed to target acne-prone skin and visible signs of aging. Chris Riat, Global Neutrogena Brand Leader, stated that the brand intends to challenge outdated expectations regarding sunscreen wearability and efficacy. The new products are currently available on Amazon and will reach nationwide retail shelves in October.
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