Gen Z sun care initiatives are gaining momentum as brands challenge long-standing myths and casual attitudes around sun protection. Despite their obsession with skincare—often adopting 10-step routines that include toners, layered treatment serums and moisturizers—many Gen Z consumers still overlook or forget the most crucial step: applying (and reapplying) sunscreen. To bridge this gap, brands are focusing on education with a dose of entertainment, launching campaigns that speak directly to Gen Z’s values of authenticity, humor, and plenty of self-awareness.

Beyond traditional marketing, skincare brands are leaning into experiential and culturally relevant tactics to meet Gen Z where they are—on their phones, in their feeds and offline. While some brands are inviting a new generation of consumers into mazes to demystify daily sun care, others are roasting the sun in comedy specials.