The New Luxury

How expensive can sunscreen get?

By Emily Jensen

May 14, 2025

Brands like Augustinus Bader and U Beauty have taken what was a utilitarian good and transformed it into a luxury beauty product whose pricing is in line with buzzy serums and face creams. But justifying a sunscreen that costs as much as a serum means promising as stellar results as a high-priced serum, which can be a challenge in a U.S. market sometimes hampered by strict regulations.