Who knew SPF could spark so much drama? Sunscreen has been caught in the middle of a beauty trust storm within the US.
Recently, Tower28 faced major backlash after their mineral sunscreen, SOS FaceGuard, promised “no white cast.” But for deeper-skin users, the reality was far from it.
Their TikTok mentions were flooded. Creators with melanin-rich skin shared how the product left a visible residue and even caused breakouts. In response, founder Amy Liu issued a public apology:
“Despite our best efforts in testing, the truth is, we missed the mark. We described it inaccurately —saying it had “no white cast”… which was misleading… I’m sorry.”
The statement ended with a commitment to do better. But for many, the damage was done.
What Went Wrong?
This controversy cracked open a larger conversation around inclusive formulation and marketing integrity, reminding us of a crucial rule: “A good marketing claim should never outpace real-world performance.”
Here’s where Tower28 may have missed the mark:
1. Understand the Limitations of Mineral Sunscreen
Zinc oxide and titanium dioxide are physical blockers. No matter how finely they’re milled, some visible residue is inevitable, especially on deeper skin tones.
2. Test on a Truly Inclusive Panel
To ensure universal claims, testing must include all Fitzpatrick skin types, from Type I (very fair) to Type VI (deepest tones). What once felt like an inclusive gesture is now a fundamental requirement for relevance.
3. Accurate Language Over Aspirational Promises
Inclusive marketing can’t just be about the visuals, it must reflect the lived experience.
Consumers Are No Longer Passive
In the age of TikTok skincare sleuths, consumers are savvier than ever. They read ingredients, cross-check claims, and hold brands publicly accountable. Today’s brands aren’t evaluated by results alone, they also need to build trust. And trust isn’t just a feeling, it’s the outcome of:
- Scientific testing
- Transparent communication
- Real, diverse user feedback
- Claims rooted in data, instead of feeling.
What Can Brands Learn From This?
When it comes to making a marketing claim, your best source of truth might just be your consumer. But getting honest, representative insight takes more than a comment section.
Make Claims That Hold Up in Real Life
At Venas Consulting, we help brands design and test their products with real users across all skin types, tones, and concerns. When it comes to marketing claims, what matters is proof, and that’s what builds credibility.
From early ideation to formula iteration and pre-launch testing, our Product Research & Development team supports your journey toward more inclusive, trusted innovation.
Let’s talk about your next formulation