Fashion Trends

Trend - Though reef safety is not new among athletic brands of sun protection, brands targeted to the beauty-focused consumer are also starting to spotlight this benefit. Reef safety in SPF focuses on formulations that avoid chemicals harmful to ocean life, instead prioritizing physical UVA and UVB filters.

Insight - Expanding this language beyond athletic brands and into more cosmetics-focused spaces provides a different type of consumer with more ethical choices. As eco-consciousness continues to evolve into a status symbol among consumers, once-niche causes expand their reach and cross over into behavioral tribes also interested in luxurious aesthetics. Brands that can provide both decadence and benevolence will be seen as early adopters of a new, more holistic form of luxury.