Armed with an umbrella, hat, mask, sunglasses, and ice sleeves, Wu Xiaoyan steps out into the Shanghai summer fully shielded from the sun. The 38-year-old’s comprehensive sun protection routine is so thorough that even acquaintances struggle to recognize her.
“Sunscreen products are becoming increasingly sophisticated,” Wu said. “I often buy and try new ones during online sales.”
Once a simple, optional practice, sun protection has become an essential part of daily life for many people in the Chinese mainland. Growing awareness of photoaging—skin aging caused by exposure to sunlight—has driven consumers to seek advanced solutions for shielding themselves from harmful ultraviolet (UV) rays.
A quick search for terms like “sun protection” and “anti-photoaging” on social media platforms such as Xiaohongshu and Weibo yields millions of posts. Users share knowledge about photoaging, skincare experiences, sunscreen product reviews, and styling tips for sun-protective clothing.
According to data from iResearch, a leading industry research and consulting institute, the value of China’s sunscreen clothing and accessories market reached 74.2 billion yuan (about $10.4 billion) in 2023. This figure is expected to climb to 95.8 billion yuan by 2026.
China’s national standards require UV protection products to meet two key criteria: an ultraviolet protection factor (UPF) greater than 40 and a UV transmittance rate of less than 5% at wavelengths between 315 and 400 nanometers.
To meet these standards and consumer demands, Chinese companies are investing in technological innovation. Many are embedding molecules that reflect and absorb multiple wavelengths of light directly into yarn, rather than applying UV-protective coatings to finished products. This approach ensures that materials are not only sun-protective but also more breathable, comfortable, and resistant to washing damage.
Some companies are going further by incorporating materials that enhance the thermal conductivity of fibers during the spinning process. This boosts the fabric’s ability to conduct heat away from the body, creating a cooling sensation when the skin touches the clothing.
Sports brands have also entered the sunscreen market, leveraging their expertise in outdoor and athletic wear to launch new products. Even traditional apparel companies are making strides in this booming sector. Bosideng, known for its down jackets, has ventured into the summer market with significant success.
“The number of Bosideng stores selling sun-protective clothing has grown from about 1,100 in 2023 to approximately 1,500 in 2024, reflecting rapid expansion,” said Shen Yun, a planning expert with Bosideng.
“Sales of our sun-protective apparel have surged from an initial trial in 2022, which generated 100 million yuan, to 500 million yuan in 2023, and surpassed the one-billion-yuan mark in 2024,” Shen added.
Bosideng attributes China’s booming sunscreen economy to technological innovation. The company has developed a new type of sun protection fiber that enhances UV protection while maintaining the fabric’s lightness and breathability.
“Additionally, we are collaborating with research institutions to explore the application of biotechnology in the manufacturing of sun-protective clothing, aiming for production processes that are more environmentally friendly,” Shen noted.
As the sunscreen market expands, it is also becoming more diverse. Sun protection products are no longer just for women. Data from the online shopping platform Tmall shows that searches for men’s sunscreen clothing increased by 127% year-on-year during the first wave of sales of the “618” shopping festival in 2024. Children’s sunscreen consumption is also on the rise, with some products seeing turnover growth of over 70% year-on-year, according to data from the Jingdong Institute of Consumer and Industrial Development in May.
Meanwhile, as people’s lifestyles become more varied, so do sun protection scenarios. Companies have launched products tailored specifically for daily commuting, outdoor activities, beach vacations, and camping.
Ding Ying, an associate professor at Renmin University, noted that the growth of the sunscreen clothing market reflects Chinese consumers’ focus on healthy and environmentally friendly consumption.
“The future of the sunscreen market lies in diversification and intelligence, aligning with consumers’ quest for an enhanced quality of life,” said Deng Zhidong, an expert in industrial economy and investment.
Deng explained that diversification means offering a richer variety of products, catering to daily protection, outdoor sports, water activities, and more, with customized options for different skin types and age groups.
“The integration of technological innovations will lead to intelligent sunscreen products, potentially featuring systems that automatically sense UV intensity and adjust protection accordingly,” Deng added.
Reference(s):
Technology fuels China's sunscreen economy amid soaring summer heat
cgtn.com
