Hey everyone, Liah here! This is going to be a lengthy post so grab a healthy snack and let’s get started!
Beet The Sun SPF 47 PA++++ has launched on our Korea website which means it is currently a South Korea exclusive. I’ve posted a video explaining the situation before but I wanted to give an update about the situation and where we are at now.
Long story short, we can’t bring Beet The Sun SPF 47 PA++++ as a sunscreen to the US. Sunscreen is regulated by the US FDA as an over the counter drug because it makes skin-cancer prevention claims, this means that every sunscreen marketed in the US needs to have an FDA approval. Unfortunately, the US is far behind in the sunscreen game and our product does not qualify. Ever heard of people recommending you to stock up on sunscreens when you're visiting Europe or Asia? There’s definitely a reason why.
When it comes to allowing newer chemical (organic) UV filters, the US has been very conservative about it. Any international sunscreen that used the UV filters outside the US FDA monograph isn’t allowed to make official sunscreen claims.
Here's the problem. With Beet The Sun SPF 47 PA++++, we didn't want to use the old chemical UV filters that the US is using when there are far superior, more photostable, and less irritating options to formulate with. My personal experience with US chemical sunscreens has not been great, a lot of them were irritating making my skin tingle which eventually made my skin even more sensitive to sunlight. This made me want to formulate with UV filters that have little to no photoallergy or contact allergy history.
These are the 5 active ingredients we ended up using:
Diethylamino Hydroxybenzoyl Hexyl Benzoate/DHHB (Uvinul A Plus)
This next part gets a little technical, so you can totally skip this paragraph if you get the gist. The Sunscreen Innovation Act (SIA) was enacted on November 26, 2014, to provide an alternative process for the review of the safety and effectiveness of newer sunscreen active ingredients. This gave hope to the possibility of maybe, finally having the new sunscreen ingredients allowed here in the states. However, according to the recent GAO report, it seems like none of the active ingredients is any closer to being marketed in the United States, and US consumers will not be seeing any innovative sunscreens in the market any time soon. Though these ingredients have been safely used in other countries for more than a decade, I'm sure the US has its own reasoning that I respect.
So, here's the twist.
We are going to bring that same formula of Beet The Sun SPF 47 PA++++ without the sunscreen claim, but we’re going to need a little help from you guys. We might even change the name 'Beet The Sun' and we won't be able to have an SPF number or any sun protective claims on our packaging. So everything will be quite vague and confusing. So when you talk about it or even recommend it to your friend, please spread the word and let them know it's a sunscreen! It's kind of like a secret code, just between us. We've thought about completely renaming it and repositioning it as a makeup primer but the concept of a makeup primer really doesn’t align with KraveBeauty's philosophy of stripping down to the basics. And if we were to name it as a daytime moisturizer, we knew there would be people who apply it at night as well. But it’s kinda cool I guess! Like a speakeasy bar that you can only access if you have the password, haha.
I hope this post can somehow contribute to moving FDA forward with the sunscreen ingredients. I'm positive that once everyone in the country is aware of the matter, there will be a change. Until then, Beet The Sun will remain as a secretive sunscreen-like product that only we will know about 😉
(Some have pointed out there are tons of international sunscreens that are being sold in the US with a proper sunscreen claim, and while there is definitely is a way around it, it isn’t compliant with the FDA regulations.)