La Roche-Posay introduces Anthelios UV Defense SPF 50 Sunscreen, featuring Bemotrizinol (BEMT), the first UV filter approved by the FDA in over 25 years, for advanced UVA protection in a weightless formula with an invisible finish. Powered by an amplified Cell-Ox Shield complex, it provides 16-hour antioxidant and anti-pollution defense to protect against environmental damage.
Bemotrizinol (BEMT), often used in European sunscreens, offers broad-spectrum UVA/UVB coverage up to 370nm. As the #1 suncare brand in European countries with over 40 years of UV expertise, La Roche-Posay is excited to bring this BEMT-powered formula to the market following the historic FDA approval.
Anthelios UVDefense Sunscreen SPF 50 comes in a lightweight, milky texture that melts into skin with no white cast and offers up to 24-hour hydration.
La Roche-Posay’s proprietary Cell-Ox Shield technology is amplified with Litchiderm and EXO-P to defend against sun-damaging free radicals for up to 16 hours. Litchiderm, a Litchi Pericarp Chinensis Extract, supercharges antioxidant defense against oxidative stress, while EXO-P, an Alteromonas Ferment Extract, a biomimetic shield against urban pollution and smoke.
“At La Roche-Posay, our mission is to advance dermatology and improve quality of life. As a brand recommended by 100,000 dermatologists worldwide, we know there’s still important work to do. One in five Americans will develop skin cancer in their lifetime, yet only 11% wear sunscreen every day. Closing that gap means addressing the barriers to daily use, especially for those with sensitive skin. That’s why I’m especially proud to introduce La Roche-Posay Anthelios UV Defense SPF 50 Sunscreen with BEMT, bringing together advanced photoprotection and an elegant sensory experience in a lightweight formula with a natural, dewy finish. Our goal is simple: make sun protection something people want to wear every day.” said Grace Riggenbach, General Manager, La Roche-Posay U.S.
“BEMT may be new to U.S. sunscreen formulations, but it is a filter La Roche-Posay already knows well,” said Steve Lynch, Associate Vice President of Skincare Development and Scientific Valorization, North America at L’Oréal Groupe. “Our teams have years of experience formulating with BEMT internationally. What matters is not simply adding a new UV filter, but understanding how it works within the complete filtering system and formulation to deliver effective protection, stability and a strong consumer experience.”
Source: PR Newswire
