AMELIA ISLAND, FL, May 5, 2026 — Waxhead Sun Defense, a mineral sunscreen brand based in Fernandina Beach, Florida, today reported a 34 percent year-over-year increase in mineral sunscreen sales and a 32 percent repeat purchase rate. The company attributes the growth to rising consumer focus on ingredient transparency and evolving federal regulatory guidance on sunscreen actives.

Consumer sentiment is shifting in parallel. A 2026 national survey from the Melanoma Research Alliance found that 59 percent of U.S. adults are concerned about sunscreen ingredients, and 53 percent have encountered claims that some ingredients may be harmful. Separate research from NSF International indicates that 65 percent of Americans consider clear ingredient labeling important when choosing personal-care products.

We are seeing a clear shift toward ingredient simplicity and transparency. Consumers are paying closer attention to what goes on their skin, and regulatory clarity around zinc oxide has reinforced confidence in mineral formulations." — Kari Kenner, Co-Founder, Waxhead Sun Defense

The broader sun-care market is expanding rapidly. Fortune Business Insights values the global sun-care products market at $15.47 billion in 2025 and projects it will reach $25.63 billion by 2034, with mineral sunscreen segments expected to outpace overall category growth.

Environmental considerations are also shaping purchasing decisions. A report from the National Academies of Sciences found that UV filters have been detected in water, sediment, and marine organisms, and called for ecological risk assessments of those compounds. The U.S. Environmental Protection Agency has classified these filters as emerging contaminants of concern.

Waxhead's formulations use non-nano zinc oxide as the sole active ingredient, which sits on the skin's surface to absorb and reflect ultraviolet radiation without absorbing into the bloodstream. Products contain a short list of recognizable ingredients, including coconut oil, jojoba oil, beeswax, and iron oxides. The company offers both tinted and untinted formats designed for daily use and sensitive skin.

The expectation has changed. Performance matters, but so does trust. Consumers want to understand how products work and what they contain." — Kari Kenner, Co-Founder, Waxhead Sun Defense