The notion of SPF is evolving.

“We’ve seen over the years an evolution with everyday products that have the opportunity to protect people from skin damage,” said Kevin Cureton, president and chief executive officer of Solésence at WWD Los Angeles Beauty Forum. “It has become really the story of SPF . We’ve heard a lot about different types of treatments that are available by protecting people from skin damage. While they’re having fun with the products that they enjoy and use every day, that’s really what we’re seeing increasingly happen with SPF.”

Cureton said the notion of SPF has gone well beyond protecting from a sunburn to more so being about improving overall skin health. And now, SPF and UV protection have become part of the overall broader umbrella within health and wellness

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