La Roche-Posay Debuts Anthelios UV Defense SPF 50

La Roche-Posay launched the new Anthelios UV Defense SPF 50 Sunscreen, featuring Bemotrizinol (BEMT), the first UV filter approved by the FDA in over 25 years.

BEMT is often used in European sunscreens and offers broad-spectrum UVA/UVB coverage up to 370nm. La Roche-Posay is excited to bring this BEMT-powered formula to the market following the historic FDA approval.

Grace Riggenbach, General Manager, La Roche-Posay U.S., said:

“At La Roche-Posay, our mission is to advance dermatology and improve quality of life… One in five Americans will develop skin cancer in their lifetime, yet only 11% wear sunscreen every day. Closing that gap means addressing the barriers to daily use, especially for those with sensitive skin. That’s why I’m especially proud to introduce La Roche-Posay Anthelios UV Defense SPF 50 Sunscreen with BEMT, bringing together advanced photoprotection and an elegant sensory experience in a lightweight formula with a natural, dewy finish.”

La Roche-Posay uses BEMT for advanced UVA protection in a weightless formula with an invisible finish. 

Anthelios UV Defense is powered by the brand’s amplified Cell-Ox Shield complex, providing 16-hour antioxidant and anti-pollution defense to protect against environmental damage.

Steve Lynch, Associate Vice President of Skincare Development and Scientific Valorization, North America at L’Oréal Groupe, added:

“BEMT may be new to U.S. sunscreen formulations, but it is a filter La Roche-Posay already knows well. 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.”

Anthelios UV Defense SPF 50 is dermatologist-tested for safety and suitable for sensitive skin.