NEW YORK, Oct. 20, 2026 /PRNewswire/ — La Roche-Posay introduces Anthelios UV Defense SPF 50 Sunscreen, featuring Bemotrizinol (BEMT), the first UV filter approved by the FDA in over 25 years, for advanced UVA protection in a weightless formula with an invisible finish. Powered by an amplified Cell-Ox Shield® complex, it provides 16-hour antioxidant and anti-pollution defense to protect against environmental damage.

Bemotrizinol (BEMT), often used in European sunscreens, offers broad-spectrum UVA/UVB coverage up to 370nm. As the #1 suncare brand in European countries* with over 40 years of UV expertise, La Roche-Posay is excited to bring this BEMT-powered formula to the market following the historic FDA approval.

Anthelios UVDefense Sunscreen SPF 50 comes in a lightweight, milky texture that melts into skin with no white cast and offers up to 24-hour hydration.

La Roche-Posay’s proprietary Cell-Ox Shield® technology is amplified with Litchiderm and EXO-P to defend against sun-damaging free radicals for up to 16 hours. Litchiderm, a Litchi Pericarp Chinensis Extract, supercharges antioxidant defense against oxidative stress, while EXO-P, an Alteromonas Ferment Extract, a biomimetic shield against urban pollution and smoke.

“At La Roche-Posay, our mission is to advance dermatology and improve quality of life. As a brand recommended by 100,000 dermatologists worldwide, we know there’s still important work to do. 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. Our goal is simple: make sun protection something people want to wear every day.” said  Grace Riggenbach, General Manager, La Roche-Posay U.S.

“BEMT may be new to U.S. sunscreen formulations, but it is a filter La Roche-Posay already knows well,” said Steve Lynch, Associate Vice President of Skincare Development and Scientific Valorization, North America at L’Oréal Groupe. “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. *When used as directed with other sun protection measures.

Anthelios UV Defense SPF 50 ($39.99) launches October 20, 2026 and will be available at LaRochePosay.us and Amazon.com.

About La Roche-Posay 
Recommended by 100,000 dermatologists worldwide, La Roche-Posay’s mission is to offer life-changing dermatological skincare. La Roche-Posay offers a unique range of daily skincare developed for every skin type to address various skin concerns and complement prescription treatments. At the center of the brand is the exclusive selenium-rich La Roche-Posay Thermal Spring Water, a core ingredient in its skincare formulas known for its soothing and antioxidant properties that is sourced from its Thermal Center in France, the first Dermatology Center in Europe. The products are developed using a strict safety and formulation charter with a minimal number of ingredients and are formulated at optimal concentrations. Additionally, La Roche-Posay products undergo stringent clinical testing for efficacy and safety with over 750+ studies and 25 years of extensive research, even on sensitive skin. For additional information about La Roche-Posay, visit www.laroche-posay.us and follow La Roche-Posay USA on Facebook, Instagram, and TikTok.

For Press Inquiries Contact: larocheposay@purplepr.com

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SOURCE La Roche-Posay