SHISEIDO expands its suncare expertise with a new sensitive skin formula.
Drawing on more than a century of sun care innovation, SHISEIDO has introduced Expert Sun Protector Lotion Sensitive SPF50+, a new high-protection sunscreen developed for sensitive skin and suitable for children from six months old.
The launch builds on the brand’s longstanding focus on combining advanced skincare science with UV protection technologies. According to SHISEIDO, the new formula has been specifically designed to address the needs of sensitive skin by offering strong, broad-spectrum defence and targeted soothing care.
The introduction comes at a time when concerns about skin sensitivity are growing globally. A study cited by the brand indicates that 71% of people identify as having sensitive skin. SHISEIDO then notes that this type of complexion can be more reactive to environmental stressors, including UV exposure, often leading to increased redness, discomfort and slower recovery.
To meet these evolving needs, the brand says Expert Sun Protector Lotion Sensitive SPF50+ provides very high UVA and UVB protection while incorporating ingredients and technologies intended to support sensitive skin. Central to the formula is SHISEIDO’s proprietary SuperVeil-UV 36O technology, which aims to create a uniform protective veil that adheres closely to the skin, helping ensure even coverage across the face and body. It’s alcohol-free with no added fragrance. According to the brand, the lightweight, breathable texture spreads effortlessly, absorbs quickly and leaves no greasy or sticky residue or any white cast.
The sunscreen also features SHISEIDO’s signature WetForce Technology. This innovation is designed to reinforce the protective veil when exposed to water or perspiration, making the formula suitable for everyday wear, outdoor activities, beach days and swimming.
Sustainability remains integral to SHISEIDO’s approach to beauty with its continued commitment to minimise environmental impact without compromising efficacy. The new Lotion Sensitive, as with other creams in the blue suncare line, features carefully selected UV filters, with internal studies showing no significant impact on corals.