In 2026, talking about the importance of sun protection almost feels redundant. By now, we should all understand that wearing SPF every day is essential, responsible and, above all, fundamental for long-term skin health. But that doesn’t mean the conversation around photoprotection is over. Quite the opposite. And Avène understands that perfectly.

Today, the challenge is no longer simply about understanding why sunscreen matters; it’s about finding new ways to integrate it into everyday life in a way that feels lighter, natural and intuitive. In other words, it’s about how we actually live with SPF on a daily basis. That may be why Avène’s new Ultra Sérum SPF 50+ feels so aligned with the current skincare landscape. It was designed to fit seamlessly into routines that move fast and constantly evolve.

In an exclusive conversation with Topics That Transform, Alejandra Luna, Marketing Director at Pierre Fabre —the dermatological group behind Avène— reflects on this new launch, describing it as a “solar revolution” within a dermocosmetic industry that is actively rethinking the way we experience skincare every day.

Author: aNDREA BAU

Sun protection is no longer an extra step

For years, photoprotection existed as a separate step within skincare routines. Something functional, often associated only with vacations or long days under the sun. But today, as dermocosmetics evolve to integrate more naturally into everyday life, that perception is beginning to shift. Because the challenge is no longer just about understanding the importance of SPF; it’s about turning it into a real habit.

Alejandra Luna: That’s exactly why Ultra Sérum SPF 50+ was created. I think the challenge today is turning SPF into a real habit. Once people begin to understand the visible effects sun damage can have —like premature aging— the conversation changes. It stops being only about prevention and becomes part of wellness and everyday skin care.

More than a passing beauty trend, Alejandra Luna makes one thing clear: sun protection is beginning to transform the way we experience contemporary skincare. Not only from a dermatological perspective, but from the idea that a product can naturally become part of everyday life.

Alejandra Luna: People want products that truly fit into their lifestyle. Lighter routines, faster routines, more intuitive routines. And that also forces the dermocosmetic industry to evolve. It’s no longer enough to create effective products; they also need to feel natural within people’s daily routines.

The solar revolution and the rise of serums

As skincare routines became simpler, the dermocosmetic industry also had to rethink the way formulas were created. The goal was simple: lighter textures, multifunctional products and more organic beauty routines. Within that shift, serums quickly became one of the most relevant formats in skincare.

Alejandra Luna: We saw incredible growth in anti-aging serums. Over the last five years, growth reached almost 400 or 500%. So we started asking ourselves what was happening with this category. And the answer was texture. A serum feels much lighter than a cream or a traditional sunscreen.

The rise of serums also reflected new ways of consuming skincare. As everyday life became faster and more demanding, lighter routines started feeling much more compatible with the way we consume beauty today. That realization led Avène to develop formulas capable of combining sun protection, sensoriality and scientific rigor within a single product. Something that, for Pierre Fabre, could only be achieved through the dermatological expertise that defines the brand.

Alejandra Luna: We come from a medical laboratory background. We are not a beauty brand that later developed dermocosmetics. All of our products go through extremely strict scientific criteria. With Ultra Sérum SPF 50+ we wanted to maintain maximum sun protection, including blue light protection, without sacrificing sensoriality or texture.

For the skin’s different versions

Beyond transforming photoprotection into a serum, Ultra Sérum SPF 50+ also responds to a much more contemporary skincare conversation: understanding that skin does not behave the same way every single day. Weather, lifestyle, stress and even hormonal cycles constantly shift what the skin needs. With that in mind, the collection was developed around three different formulas focused on hydration, luminosity and volume.

While Ultra Sérum Plumping Effect delivers immediate volume through a formula powered by 1.2% hyaluronic acid and niacinamide, Ultra Sérum Long-Lasting Hydration focuses on deeper, soothing repair with 1.0% panthenol. Finally, Ultra Sérum Radiance, formulated with 1.4% Vitamin Cg Complex, delivers the glowy finish that continues to define much of today’s skincare conversation.

Alejandra Luna: All three products work beautifully for different moments of the skin. If your skin feels dry, you can use a more hydrating formula; but maybe one morning you wake up and the weather is colder, so you need something different or much more luminosity. What’s incredible is that there really is an option for every need and every version of the skin.

Epilogue

Perhaps Avène’s true “solar revolution” is not only about turning sunscreen into a serum. It’s about understanding that dermocosmetics today also need to adapt to real life: more dynamic routines, changing needs and skin that evolves every single day. Because once SPF stops feeling like an extra step, the relationship we have with skincare changes too.