Characteristics and common ultraviolet filter usage of sunscreens purchased online: Cross-cultural analysis across 5...

A wide range of sunscreen products are available globally. Designed to meet various customer needs, they differ in formulations type, textures, ingredients, ultraviolet (UV) protection capabilities, and other properties. Knowing the factors influencing the purchase of sunscreens and the UV filters commonly used in each global region would be beneficial for dermatologists, consumers, and regulators.

Data on 50 best-selling sunscreens from each of 20 countries on 5 continents (1000 products in all) were retrieved from Amazon Marketplace during the period from January to July 2021.

Among the 5 continents, Asia had the highest proportion of consumers (71.1%) choosing high sun protection factor (SPF) sunscreens (SPF ≥50). In contrast, Europe had the highest percentage (11.8%) purchasing <30 SPF sunscreens. The lack of standard UVA protection labeling was significantly highest in South America. The use of inorganic-based sunscreen was highest in North America, and across all continents, those products were significantly more expensive than organic-based sunscreens. Globally, lotions were the most favored formulation type. "Nongreasy/dry touch" (45.1%) and "lightweight texture" (40.4%) were the most common promotional terms used. The most common UV filters differed among regions. Iron oxide, which can function as a visible light filter, was most frequently found in sunscreens in South America (20%) and North America (19.3%).

The regional factors influencing the purchase of sunscreen products differed. A considerable number of sunscreens may not provide adequate sun protection for consumers. Dermatologists should recommend sunscreens with sufficient UV protection that suit the skin of individual consumers.