London-Based Startup Launches Free Sunscreen Finder

The tool makes sorting through the sunscreen market easy. Photo credit: Ekaterina Vakhrameeva/iStock/Getty Images Plus

Realizing that choosing the right sun protection is often a perplexing endeavor, London-based startup What’s In My Jar has launched a free Sunscreen Finder tool. The company, which focuses on personalized skincare advice, developed a chat-based automated assistant that gives users sunscreen recommendations based on the person’s skin type, lifestyle, and budget. The tool has amassed more than 650 sunscreens in its database and evaluates each sunscreen’s formula for both its ability to provide stable broad-spectrum sun protection and its risk of skin and eye irritation. Sunscreen Finder also assesses the potential of the sunscreens leaving a white cast on the skin in addition to considering the areas in which the specific sunscreens are available for purchase. “Selecting a sunscreen that is right for you is a surprisingly difficult task for most consumers,” says Maria Smykoz, co-founder and CEO of What’s In My Jar. “You need to know a lot about the UV filters, product formulations, and labeling conventions to make sense of the ingredient labels. We wanted to make this task easy with our Sunscreen Finder.”

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