Fragrance is always rewarding to apply, but sun care is not, and By the Beach is a new sun-care-meets-fragrance brand that delivers daily protection in fun, feel-good formats with enticing scents. Developed for budget-conscious Millennial and Gen Z shoppers, By the Beach products are super hydrating, lightweight, and non-greasy with no white cast or SPF scent. "We wanted something that could appeal to the Millennial shopper, somebody who is in their mid-to-late 30s or early 40s with hints of nostalgia, but also appeal to the next generation of shoppers with playful branding and scents. We didn’t see anything else on the market like it," said co-founder Andrew Glass.
By the Beach's debut launches include the sensorial Candy Clouds SPF30 Face & Body Cream with a cotton candy scent and Melon Daze SPF30 Body Dry Oil.
Key Themes Behind This Trend
- Fragrance-led SPF
- Scented protection reframes sunscreen as an enjoyable daily ritual, creating room for beauty brands to compete on mood, memory, and multisensory appeal.
- Playful Preventive Beauty
- Nostalgia-driven packaging and candy-like scents make functional skin protection feel more expressive, opening white space for SPF products that behave like lifestyle accessories.
- Affordable Sensorial Skincare
- Budget-friendly formulas with lightweight textures, hydration, and no white cast signal a shift toward premium-feeling sun care designed for younger value-conscious shoppers.
Where This Applies
- Sun Care
- Daily SPF formats are evolving beyond clinical utility as brands blend protection with pleasure, expanding the category into routine-based and emotionally resonant products.
- Fragrance
- Functional beauty products with recognizable scents extend fragrance into high-frequency use cases, giving scent brands new relevance in skincare and wellness routines.
- Mass Beauty
- Accessible price points paired with playful branding and sensorial benefits strengthen mass-market beauty’s ability to capture consumers seeking fun, effective, and affordable alternatives.
