Sunscreen was once a practical item buried at the bottom of a beach tote, but it has also become a statement about your taste, priorities, and maybe even your personality. The branding shift is apparent as we’ve moved away from rugged, performance-driven tubes plastered with neon “SPORT” labels into a softer, more wellness-driven approach.
Today’s sunscreen packaging reflects beauty branding, wellness rituals, and nostalgia, as seen with Vacation. Then there’s In the Clouds, with its pastel, cloud-inspired cylindrical sticks that make applying it feel like anything but a chore.
Meanwhile, Vacation’s “Classic Whip” is designed like a can of whipped cream. It’s clever, kitschy, and made to go viral, channeling retro-Americana with a wink that positions the category as indulgent and fun. On the opposite end, Slather’s electric yellow tube with bold black block lettering screams Gen Z. It’s confrontational (“because the sun is not your friend”) and bold in the best way.
