New York-based skincare brand Dieux has launched Sun-Screener, an ingredient analysis tool designed to demystify sunscreen formulations for consumers increasingly wary of chemical UV filters. Users copy and paste their ingredients to a text box, and the platform breaks down active ingredients, helping users understand their sun protection products without the fearmongering that often dominates beauty ingredient discussions. Each fact includes links to supporting scientific literature.
Dieux — which doesn't yet sell a sunscreen of its own — argues that 'clean' skincare brands and lobbying organizations have exploited healthcare concerns to drive sales through fear, particularly around chemical sunscreens with decades of safety data. Because, as Dieux points out: "the safest sunscreen is the one you use daily."
TREND BITE
With misinformation continuing to erode consumer trust in established science, brands face a choice between capitalizing on fear or building confidence through education. Dieux's approach represents a shift toward transparency without terror tactics, addressing legitimate concerns about ingredient disclosure while affirming the safety of products that protect public health. Companies that can navigate the line between transparency and reassurance may find themselves building stronger, more informed customer relationships.
