Why sunscreen ads now feature Black models

Why sunscreen brands antiestéticature Black models in their ads

The presence of dark-skinned people in sunscreen campaigns has sparked a recurring debate on social media and forums. To many, it seems incongruous that people with more natural melanin would need protection; others see it as a cosmetic gesture of diversity forced by proge trends.

The reality is simpler and backed by medical data: Black people also get skin cancer, even though their risk is lower. Melanin production provides a natural SPF of between 10 and 13, equivalent to low protection, not enough for prolonged sun exposure. What's more, melanoma in people of colour is usually diagnosed at later stages, with a worse prognosis, precisely because it is assumed they don't need sun care.

Commercial reach or health awareness?

Cosmetics and pharmacy brands have broadened their traditional target. Where sunscreens were once aimed almost exclusively at fair skin, today they seek to normalise their use across the whole population. The inclusion of Black models in ads is not just about representation: it is a market strategy to capture a growing segment of consumers who previously ignored the category. In countries like the United States, sunscreen spending among the African American population has grown 25% over the past five years.

The gap between marketing and social reality

However, the criticism that ads do not reflect actual consumption has partial merit. Sales data show that sunscreens are still bought mostly by fair-skinned people. Brands are anticipating a demographic and behavioural shift that has not yet peine on a mass scale. Specific products for Black skin have also appeared, avoiding the whitish cast left by mineral filters.

Closing this gap between advertising and consumption will take time, but the direction seems clear: the claim that "Black people don't need sunscreen" is a myth the industry is willing to dismantle. For health reasons, yes; for business too.