Native enters the sunscreen category

Native is expanding beyond the world of personal care.

The beauty brand is entering the sunscreen category by launching its first line of dermatologist-tested, and mineral-based sun care products.

Featuring products suitable for the face and body, the collection is available in two scents — coconut and pineapple, and unscented.

In addition, there will be a limited-edition rosé body scent that will be available on May 18.

Consisting of SPF 30 mineral sunscreens that are powered by 20% non-nano zinc oxide that’s been selected for its purity, efficacy and transparency, the line also is water-based and contains more than 20% skin conditioners, the company said.

“I’ve tested lots of mineral sunscreens, and I’ve never been satisfied with how those sunscreens blend, especially through hair,” Darren King, Native’s vice president of research and development said. “I always have to apply in front of a mirror to make sure it's completely rubbed in. Native’s mineral sunscreen is different. It easily blends through my arm hair and disappears amidst my freckles and moles; in fact, it was designed to be invisible on all skin types. Our ultimate goal is mirror-free application at the beach, or anywhere you might be showing some skin.”

Formulated for all skin types, Native’s Sunscreen line contains ingredients that are naturally derived, and is free from silicones, styrene derivatives, ethoxylates, parabens, phthalates and such chemical fillers as oxybenzone, octinoxate and avobenzone, the company said.

Available exclusively at NativeCos.com, the brand’s sunscreen line comes in a body variant that retails for $20 and a face variant for $16.