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The 2022 Beauty Inc Awards: Breakthrough Brand of the Year

The Breakthrough Brand of the Year had one of the year's top-performing sunscreens.

Sunscreen has been one of the hottest categories in beauty over the last few years, and leading the pack is dermatologist brand EltaMD Skin Care. Here, the 2022 Beauty Inc Breakthrough Brand of the Year.

Breakthrough Brand of the Year 

EltaMD SkinCare 

Breakthrough Brand of the Year: EltaMD Skin Care
Breakthrough Brand of the Year: EltaMD Skin Care Ace Amir/WWD

In a year in which sun care exploded, EltaMD shone the brightest of all. Its UV Clear Broad Spectrum SPF 46 was reportedly the bestselling prestige skin care product in the U.S. thanks to a formula that doesn’t exacerbate acne-prone skin and is infused with good-for-skin ingredients like niacinamide. Its popularity helped fuel awareness for EltaMD’s full array of sunscreens, particularly on TikTok, where it’s become a fave of Hailey Bieber and some top-performing dermatologists on the platform. Sales have followed suit. The Colgate-Palmolive-owned brand, which is sold primarily through dermatologists’ offices, spas and on Amazon, has used the momentum to expand beyond its core range of sun care, as with the new Skin Recovery Night Mask that uses chronobiology technology to support the skin’s circadian rhythm. Still, sun care remains its core, and executives expect significant growth to increase as they continue to build awareness around the importance of protecting skin — a message that is shining bright with Gen Z and beyond.