The new version of Beet the Sun was specifically reformulated to meet SPF50 standards, compared to the original US version’s SPF40, while maintaining the lightweight, hydrating texture loved by users, said brand founder Liah Yoo.
“It feels slightly more pillowy upon application, but it absorbs just as easily — if not faster — making it great for reapplication throughout the day. Another bonus is that this version leaves virtually no trace of white cast, thanks to the use of more cosmetically elegant UV filters that absorb more smoothly into the skin.
“Overall, both versions are similar in experience, but the international Beet the Sun offers a bit more protection with an even more seamless finish,” Yoo told CosmeticsDesign-Asia.
In a region full of sunscreen options, KraveBeauty focused on creating a formula that “does not feel like a chore to apply”, and shields skin from the sun and environmental aggressors without causing irritation.
“Beet The Sun is the sunscreen you actually want to wear. It offers a high level of protection (PA+++), an incredibly lightweight and cushiony texture that melts into all skin tones, with no white cast and no greasy feel.
“In addition, it’s thoughtfully formulated with sustainability in mind, using globally compliant UV filters and responsibly sourced ingredients. At the end of the day, the best sunscreen is the one you’ll reach for daily, and we designed Beet The Sun to be exactly that.”
Its key ingredients are namely upcycled beetroot extract, a powerful antioxidant that helps protect against oxidative stress and free radical damage; hyaluronic acid complex, a blend of different molecular-weight hyaluronic acids that penetrate multiple layers of the skin for deep hydration; and beta-glucan and oat extract, which offers skin-soothing benefits, including skin barrier support, antioxidant protection, and collagen stimulation.
“The upcycled beetroot extract is sourced from produce waste in the UK, specifically from beets that aren’t fit for grocery store shelves and would otherwise go to waste. By giving these imperfect beets a second life, we’re not only tapping into their antioxidant-rich benefits for the skin, but also helping reduce food waste in the process.
“Beta Oat Glucan is a barrier-boosting hero. It helps attract and lock in moisture while forming a lightweight shield on the skin to prevent water loss. Beyond hydration, it soothes irritation and supports the skin’s natural repair process, making it perfect for stressed or sensitive skin.”
To ensure its efficacy, the product underwent testing at two separate facilities. A consumer study involving 49 participants and spanning four weeks of application also found that the sunscreen hydrates skin for up to 24 hours.
The new Beet the Sun is available at Sephora stores and online platforms in Singapore, Indonesia, Malaysia, and Thailand, and on e-commerce site Cult Beauty in the UK.
Emerging trends
Speaking on sun care trends, Yoo said that on-the-go formats like sticks, sprays, and powders will continue gaining traction as people are increasingly aware of the need to reapply sunscreen.
“We are also seeing a rise in makeup-skin care hybrids, such as tinted moisturisers with SPF, which make sun protection feel more effortless.
“I expect mineral sunscreens to grow in the Asian market too, especially as Korean and Japanese formulators develop more elegant, low white cast options. And beyond skin care, Ultraviolet Protection Factor (UPF)-rated clothing is becoming a stylish way to protect the skin daily.”
