Why Don't Men Stick With Sunscreen? Bulkhomme Tackles 'Sustainable UV Care'

While many men enjoy outdoor activities like camping and sports, they often find UV protection to be a hassle and tend to put it on the back burner. However, as summers get longer and hotter, and the importance of sun protection grows, sunscreen has become an absolute must-have for men.

To make UV protection more convenient and comfortable for men during increasingly harsh summers, Bulkhomme has revamped its sunscreen, 'THE SUNSCREEN.' We sat down with Natsumi Nishimura, the manager of product development, to learn how they tailored the new formula to men's needs and elevated the original product.

Created to Teach Men the Importance of Daily UV Care

While men are becoming more beauty-conscious and more are using sunscreen, many still find it a burden to use consistently. They're often put off by the sticky feeling, white cast, and the hassle of washing it off. Bulkhomme's 'THE SUNSCREEN' was specifically designed to tackle these challenges.

Nishimura explains that when the original 'THE SUNSCREEN' launched in 2014, it was an era when few men used sunscreen outside of trips to the beach or vacations. In fact, many men were actively trying to get a tan.

"'As a men's skincare brand, we wondered if we could raise awareness about the importance of UV protection by launching a sunscreen aimed at men who weren't in the habit of using it every day.'

'While sunscreens designed for the outdoors demand high SPF and powerful waterproof capabilities, our concept wasn't about 'preventing a tan' at all costs. Instead, we focused on minimizing sun damage and protecting the skin from photoaging through consistent, daily use.'"

Sunscreens generally fall into two categories: chemical formulas using UV absorbers, and non-chemical (or mineral) formulas using UV-scattering agents. Mineral sunscreens, which use ingredients like titanium dioxide to physically block and reflect UV rays, are considered gentler on the skin. The downside is that this same light-reflecting property can often leave a noticeable white cast.

'Because 'THE SUNSCREEN' is designed for daily use, we opted for a mineral formula to be gentler on the skin.'"

"'The original formulators struggled a lot, but the product still had some issues with a slight shine, a white cast, and a base scent from the titanium dioxide that would become more noticeable over time. These are all aspects that men tend to dislike in a product, so we started working on improvements around 2021, leading to the version we're launching now.'"

A Soap-Washable Formula to Prevent Skin Issues from Sunscreen Residue

'THE SUNSCREEN' is built around the core concept of being 'washable with soap.' Nishimura notes that it was a challenge to improve the texture and feel while still making it easy to incorporate into a simple skincare routine.

"'We believe that adding a separate cleansing step on top of applying sunscreen raises the bar for use even higher for men. What's more, if the sunscreen isn't washed off properly, it can oxidize on the skin and potentially lead to clogged pores.'"

"'Men naturally produce more sebum, which means it oxidizes more easily than in women. We see this as a skin type that is more prone to accumulating damage over time.'"

It's a crucial point that the very sunscreen meant to protect the skin can, depending on how it's used, become a source of irritation itself.

"'But the three core goals—'using titanium dioxide,' 'improving water and wear resistance,' and 'being washable with soap'—are inherently contradictory. Using titanium dioxide usually means a higher oil content, which makes the product feel heavy and hard to remove with a simple face wash. On the other hand, if you make the formula lighter, it won't adhere to the skin as well, and you lose durability.'"

Dual Functions That Minimize Shine and White Cast for a High-Adhesion Finish

The solution was their proprietary Dual Lock Veil structure. A highly adhesive oil containing the UV-scattering agents is first enveloped in a water-based gel that resists dissolving in oil. This entire package is then suspended in a milky lotion, a process that achieves high adhesion and water resistance while maintaining a lightweight texture.

"Picture this: as you blend it into your skin, the gel bursts, and the oil inside coats your skin. What's more, this inner oil is designed to be broken down by alkaline cleansers, so it washes off easily with regular soap."

Another challenge was the dreaded white cast. A white cast tends to appear when the oily components don't spread evenly across the skin.

"That's where our oil-burst technology comes in. This technique ensures that the UV-scattering agents, which are encapsulated in the oil within the gel, are dispersed evenly. This not only minimizes the white cast but also allows the product to blend seamlessly into the skin, leaving it feeling fresh and hydrated.

In fact, we surveyed around 400 men about what they look for in a sunscreen, and a top reason for not using it was, 'I can't stand the stickiness.' That's why THE SUNSCREEN is different. Instead of a greasy feel, it leaves your skin feeling moisturized and supple, with a remarkably lightweight finish you can truly feel."

Viewing sunscreen as an essential part of a daytime skincare routine, we also infused the formula with 14 different beauty ingredients. It includes moisturizing and anti-inflammatory components like artichoke leaf extract and licorice-derived glycyrrhetinic acid to shield the skin from dryness and irritation caused by UV rays.

"It's often said that roughly 80% of skin aging is caused by photoaging. If you skip UV protection, your skin will age regardless of your skincare routine or diet. By applying sunscreen to skin that is already well-cared-for and moisturized, you can minimize damage like peeling caused by dryness from UV exposure.

However, we feel that not many men are consistent with this. That's exactly why we also considered after-sun care, packing the formula with a generous amount of beauty ingredients. This way, the sunscreen not only protects you from UV rays but also moisturizes your skin at the same time."

Although 'THE SUNSCREEN' has been renewed, it's more than just an update—the entire product was re-evaluated and the formula redesigned from the ground up. "You'll feel the difference the moment you put it on," Nishimura says with confidence.

These days, UV protection is more than just preventing sunburn; it's a vital self-care routine with a major impact on health and beauty. By tackling the reasons men skip sunscreen one by one and re-engineering the formula to be something they'll want to use every day, 'THE SUNSCREEN' is poised to transform UV protection from a 'special treatment' into a 'daily habit.'