Summer heat drives surge in sun protection masks

[Courtesy of GS Retail Co.]

As an early heat wave sweeps across South Korea this summer, consumers are increasingly turning to physical sun protection products such as masks, sun patches, and parasols instead of traditional sunscreen.

According to industry sources on Sunday, the UV-blocking mask “Leflex” has become the best-selling summer heat-related product on GS Shop’s TV home shopping in 2024. Since its launch in the first half of the year, approximately 250,000 units have been sold, with over half of these sales, or 150,000 units, occurring in June alone as the heat intensified, often selling out during broadcasts.

The Leflex mask, made of mesh material, provides UV protection from the face to the neck and is reusable after washing. Its popularity is growing not only for outdoor activities such as golf but also for daily use to shield against strong sunlight.

In addition to masks, “sun patches” that can be applied to exposed areas such as the face and the back of the hands are gaining popularity. According to Olive Young, sun patches saw the highest sales growth among summer products in June 2024, with a 165 percent increase in sales compared to the same period the year before.

“Sunscreen can melt in the heat or sting if it gets into the eyes. Masks and sun patches are gaining attention for providing UV protection while addressing these drawbacks,” a beauty industry insider said.

Other sun protection products such as sun sprays and sun sticks also saw a surge in sales at Olive Young.

Umbrellas that can be used as parasols with UV protection have also surged in popularity this summer. Shinsegae International reported that June sales of Umbrella + parasol products from its brand JAJU increased by 60 percent compared to the same month in 2023. As users seek to block strong UV rays, both women and men are turning to parasols, which can also be used as umbrellas during the rainy season.