In 2025, SPF Can Be Perfume, Too

The perfume boom has officially reached the SPF category.

On the heels of the fragrance mist craze — Circana reports sales of body and hair mists grew 94 percent and 32 percent in 2024, respectively — clean fragrance brand Skylar is launching its first SPF/fragrance hybrid with its Boardwalk Delight Scent-Screen Mist, $25.

Infused with SPF 30, the multipurpose offering claims a water-resistant formula for up to 80 minutes and features an aquatic accord top note; middle notes of guava flower and coconut milk, and a base of cotton candy and musk. This marks the third format for Skylar’s Boardwalk Delight scent, previously available in eau de parfum and body and hair mist versions at Sephora and via the brand’s own website.

“Skylar has always been about pushing clean fragrance into new territory, and we’re excited to reach Skylar fans and beauty lovers alike who want their SPF to do more than just protect,” said David Dreyer, chief marketing officer of Starco Brands, which acquired Skylar in 2023 for an undisclosed sum and also owns personal care brand Art of Sport.

The company estimates sales of Scent-Screen could reach up to $100,000 during the product’s first year on the market, with plans to potentially expand the franchise next year to include other scents within Skylar’s portfolio. In addition to SPF, the formula taps red algae and copper peptides to hydrate the skin during wear (this follows Beekman 1802’s recent, similarly skin-caring fragrance foray with its three-scent Milk Shake Body collection).

While this isn’t the first time a brand has paired scent with SPF — Sol de Janeiro’s Rio Radiance body SPF taps the brand’s Cheirosa 87 scent; inversely, Vacation offers a $60 (non-SPF) Eau de Toilette inspired by the signature smell of its sun care offerings — the positioning of Scent-Screen as a hybrid SPF/fragrance seeks to bring a differentiated approach to both categories.

Fragrance has been a thriving sector for beauty since 2021, when it saw an initial, post-pandemic sales spike of 82 percent during the first half of the year. Each year since, scent has continued to outpace the growth of makeup, skin and hair care, most recently growing 12 percent in the prestige market and 9 percent in mass in 2024, according to Circana.