La Roche-Posay has introduced its first Anthelios sunscreen featuring bemotrizinol (BEMT), a UV filter recently approved by the U.S. Food and Drug Administration (FDA) for the first time in over 25 years. The new Anthelios UV Defense SPF 50 Sunscreen, launched October 20, retails for $39.99 and incorporates BEMT alongside an amplified Cell-Ox Shield complex designed to deliver 16-hour antioxidant and anti-pollution protection.
BEMT has been used in sunscreens across Europe and Asia for several years, but the FDA added it to its list of permitted over-the-counter SPF ingredients this summer, marking the first new UV filter approved since 1999. The 40-year-old Anthelios brand, known for its dermatologist-tested products and popularity among consumers with sensitive skin, now enters the U.S. market with this advanced formulation.
“BEMT may be new to U.S. sunscreen formulations, but it is a filter La Roche-Posay already knows well,” said Steve Lynch, Associate VP of Skincare Development and Scientific Valorization at L’Oréal Groupe in North America. “Our teams have years of experience formulating with BEMT internationally. What matters is not simply adding a new UV filter, but understanding how it works within the complete filtering system and formulation to deliver effective protection, stability and a strong consumer experience.”
The sunscreen’s proprietary Cell-Ox Shield technology includes litchiderm, a litchi pericarp chinensis extract, and EXO-P, an alteromonas ferment extract. According to the product details, litchiderm enhances antioxidant defenses against oxidative stress, while EXO-P acts as a biomimetic shield against urban pollution and smoke. The formula is designed to be lightweight with a milky texture, claims no white cast, and offers up to 24-hour hydration.
“One in five Americans will develop skin cancer in their lifetime, yet only 11% wear sunscreen every day,” said Grace Riggenbach, GM of La Roche-Posay U.S. “Closing that gap means addressing the barriers to daily use, especially for those with sensitive skin. That is why I am especially proud to introduce La Roche-Posay Anthelios UV Defense SPF 50 Sunscreen with BEMT, bringing together advanced photo-protection and an elegant sensory experience in a lightweight formula with a natural, dewy finish. Our goal is simple: make sun protection something people want to wear every day.”
