Sometimes, products trusted by millions become the center of urgent investigations, and this time, it’s sunscreen under review. The Australian sunscreen industry is facing unprecedented scrutiny as six sunscreen products have been voluntarily removed from shelves following a damaging investigation by consumer advocacy group CHOICE that revealed widespread failures in SPF protection claims.
The Growing Crisis
What began as a single investigation has quickly become a sweeping crisis of consumer confidence. Four additional sunscreen products were pulled from Australian shelves this week, bringing the total number of removed products to six after Ultra Violette’s Lean Screen SPF 50+ Mattifying Zinc Skinscreen was first withdrawn.
The newly paused products include Outside Beauty & Skincare SPF 50+ Mineral Primer, Found My Skin’s FACE Tinted Mineral SPF 50+ with Kakadu Plum, Endota’s Mineral Protect SPF50 and Natural Clear Zinc SPF50+, and Naked Sundays SPF50+ Collagen Glow 100 per cent Mineral Perfecting Priming Lotion.
The Shocking CHOICE Investigation
In June 2025, CHOICE tested 20 popular Australian sunscreens marketed as SPF 50 or 50+ in TGA-certified labs. The results were alarming: 16 out of 20 sunscreens didn’t live up to their stated SPF values.
Only four products passed: Mecca Cosmetica To Save Body SPF 50+ Hydrating Sunscreen, Cancer Council Kids Sunscreen 50+, Neutrogena Ultra Sheer Body Lotion SPF 50, and La Roche-Posay Anthelios Wet Skin Sunscreen 50+.
The most dramatic finding was Ultra Violette’s Lean Screen SPF 50+ Mattifying Zinc Skinscreen, which returned an SPF of just 4 despite being marketed as SPF 50+. After an internal investigation, Ultra Violette discovered highly inconsistent data.
Ultra Violette said in a statement: “In consultation with the TGA, we are performing a recall for all batches of Ultra Violette Lean Screen SPF50+ because of inconsistent SPF levels shown in independent testing,” Ultra Violette also said “We are deeply sorry that one of our products has fallen short of the standards we pride ourselves on and that you have come to expect of us.”
The brand announced that, due to inconsistent testing outcomes, it has decided to withdraw the product from sale and expressed regret that the product did not meet expected standards.
Industry-Wide Precautionary Measures
Other brands also took action, though they weren’t named in the original CHOICE investigation. Several companies are voluntarily pausing sales until they get independent SPF test results.
Outside Beauty & Skincare said: “With the utmost safety and concern for our customers, we have momentarily removed the SPF 50+ Mineral Primer from our website while we investigate the efficacy and stability of this product. In light of recent events, it has come to our attention that this formula has similar active ingredient concentrations as another brand that has had variable SPF testing results.”
The company stated that it is taking steps to maintain product quality and consumer safety, and that recent developments prompted action to help customers feel secure in using its products.
Regulatory Response and Investigation
The TGA is leading an investigation into the sunscreen industry after CHOICE’s findings. TGA said: “The TGA is investigating a selection of sunscreens and whether their sponsors hold sufficient evidence to support their SPF claims. The TGA is also aware that it is common practice for different sunscreen products to share the same or similar base formulations.”
The regulator also noted that current SPF testing methods can produce varying results, in part because they rely on human subjects and subjective visual assessments, which may contribute to inconsistent outcomes.
The TGA is now looking into alternative and possibly more reliable test methods, including in vitro approaches, and is reviewing existing SPF testing requirements.
Consumer Advocacy and Call for Reform
A recent investigation by a consumer organization brought attention to inconsistencies in sun protection claims and encouraged authorities to further review these products and share their findings with the public.
This controversy reveals significant gaps in Australia’s sunscreen regulation, where the TGA relies purely on reports supplied by manufacturers instead of conducting its own compliance checking. CHOICE wants to see the TGA invest in independent testing rather than rely on manufacturer reports.
Health authorities still urge all Australians to protect themselves from the sun. TGA said: “Given Australia’s high incidence of skin cancer, the TGA reiterates that using sunscreen is an important measure to prevent the harmful effects of ultraviolet radiation.”
As the investigation develops, the sunscreen industry faces pressure to restore consumer trust and adopt stronger protections for the public.
