BrandRADAR
Sun Care· Regulatory Lag Watch

The sunscreens Americans can't buy

Several next-gen UV filters have been approved for years in the EU and Asia and are still not cleared for use in the US.

July 2, 2026
5 min read
VerifiedResearch Needed
Verify: Confirm current FDA filter-review status and timeline before drafting.

Placeholder. Story frame: the FDA hasn't approved a new UV filter since 1999. Meanwhile the EU, Japan and Korea have moved a generation ahead — Tinosorb S/M, Uvinul A Plus, Mexoryl SX/XL/400, Iscotrizinol, plus Japan's PA++++ transparency rating giving consumers UVA-specific information the US market simply doesn't have. Draft to close on the FDA's current filter-review posture and the growing grey market for imported EU sunscreens.

Category-definingVerifiedNew UV FiltersEU

Tinosorb S / Tinosorb M

Multiple EU brands · via BASF

Broad-spectrum photostable filters, not FDA-cleared.

NotableVerifiedNew UV FiltersEU

Uvinul A Plus / Uvinul T 150

Multiple EU brands · via BASF

Long-UVA and UVB filters standard in EU formulations.

Category-definingVerifiedNew UV FiltersEU

Mexoryl SX / XL / 400

La Roche-Posay · via L'Oréal

Proprietary long-UVA filter family; 400 nm coverage.

NotableEmergingNew UV FiltersEU

Iscotrizinol (Uvasorb HEB)

Multiple EU brands

UVB/UVA-II filter used broadly in EU, absent in US.

NotableVerifiedNew UV FiltersJP

PMDA approval + PA++++ rating system

Regulatory (Japan)

Japan's PA rating gives consumers UVA-specific transparency the US lacks.

What brands should watch
  • 01Track the FDA OTC monograph — the single largest catalyst in US sun care.
  • 02Retailers with EU parents have quiet incentives to push the story.
Method — story built from 5 tracked signals · Confidence High
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