Core Viewpoint - The investigation reveals significant price discrepancies in sunscreen products, with low-cost options often lacking adequate active ingredients and falsely advertising their SPF values. This raises concerns about consumer safety and product efficacy in a market that is currently experiencing high demand due to seasonal UV exposure [1][2][5]. Industry Insights - The price range for sunscreen products varies widely, with some priced as low as 0.99 yuan and others reaching several hundred yuan. The average price for popular products on e-commerce platforms is above 60 yuan, while low-cost options have sold over a million units [2][5]. - Manufacturers can produce sunscreen at a very low cost, with some claiming that the raw material cost for a 50ml tube can be as low as 3 yuan. Even when sold at 30 yuan, manufacturers can achieve a profit margin of approximately 9 times [2][5][6]. - Common practices in the industry include diluting active ingredients and mislabeling SPF values. Some manufacturers take advantage of regulatory loopholes, believing that their products will not be subject to random inspections [6][7]. Regulatory Environment - The sunscreen industry is subject to strict regulations, requiring special registration for products with sun protection claims. However, some companies still engage in practices like "certificate swapping" to bypass these regulations [9][10]. - Despite the existence of regulations, some manufacturers continue to offer services that facilitate the creation of brands without the necessary certifications, indicating ongoing compliance issues within the industry [10][11]. Consumer Guidance - Experts suggest that consumers should prioritize brands with stringent quality control and comprehensive oversight of their production processes. The effectiveness of sunscreen is not solely determined by its SPF rating; the quality of ingredients and manufacturing processes also play crucial roles [19][20][22]. - Recommendations for selecting sunscreen include considering the brand's reputation, the specific use case, and individual skin sensitivity. It is advised to choose products with official certifications to ensure safety and efficacy [22][23][24].

在这场竞争中，品牌纷纷聚焦细分场景。防晒底妆成为热门品类，2024 年防晒粉底液销售额同比增幅高达 517.7%，蜜丝婷、花西子等品牌均有新品推出。 户外防晒赛道同样火热，安热沙、地壳等品牌针对户外场景推新。产品研发上，各大品牌强调功效和成分升级，如林清轩 "网膜防晒科技"、蜜丝婷 "御光 滤" 等。同时，品牌注重赋予产品 "情绪价值"，像融入社交场景的次抛防晒、能做手机支架的防晒粉饼等，还有官宣代言人带动销量，如羽西官宣肖战为防 晒系列代言人后，当月 GMV 同比增速迅猛。 2025 年，防晒化妆品赛道的竞争态势愈发激烈。截至 5 月，蜜丝婷、植物医生、安热沙、花西子等数十个国内外品牌已推出防晒新品。就连以药品起家的 马应龙，自 2022 年至今也报批了至少 7 件防晒化妆品。 防晒美妆新品数量持续增长，背后是消费者需求的推动。数据显示，38.82% 的消费者每天使用防晒美妆产品，较 2020 年提高 12.71 个百分点 。不过，市场 规模增速却在放缓，从 2022 年的 313.7 亿元减少至 2024 年的 297.8 亿元，预计今明两年恢复增长。 从市场格局看，蜜丝婷、安热沙等国外品牌目前占据主导。 ...