Today, KraveBeauty, a New York City-based beauty brand on a mission to create a more sustainable and equitable world, announces the re-launch of its best-selling sunscreen, Beet the Sun.

KraveBeauty discontinued its first version in 2021, which was a best-seller, due to widespread production issues happening in the SPF industry.

Liah Yoo, founder and CEO, comments, “After two years of development, we’re proud to say that Beet The Sun SPF 40 is probably one of the best sunscreens in the U.S. in terms of texture and finish.”

Yoo adds, “Everyone knows the importance of sunscreens, but because a lot of sunscreens tend to be thick and greasy…our primary focus was to create a formula that’s so pleasant that you want to apply more. The texture is light as a feather, the cast is barely noticeable, and the finish is un-beet-able…”

The new Beet the Sun features a fully verified FDA-approved SPF rating of 40.  To provide a reliable sunscreen, KraveBeauty conducted three SPF determination tests—two based on the FDA method, and another based on the ISO 24444:2019. KraveBeauty views the testing method as the most important part of any sunscreen launch, and plans to share the testing reports with its customers.

In addition to a reliable SPF rating, the new sunscreen features hydrating, skin barrier-supporting ingredients such as hyaluronic acid, vitamin E and propanediol.

The product’s star ingredient, beet root extract, helps fight against free radicals and protect against UV rays, while the formula is lightweight and white cast-free to accommodate a variety of skin tones. The product comes packaged in a 90% post-consumer recycled tube.

One of KraveBeauty’s brand pillars is transparency. When the brand decided to discontinue its first sunscreen, it released an official statement breaking down exactly why it decided to discontinue the product and the steps it took to prevent similar issues.