Beauty / news
Oovii Debuts Kids' Sunscreen as Daily Skin-Care Essential
British sunscreen brand Oovii launches with Face First, a mineral SPF 30 facial sunscreen for kids, aiming to make sun protection a daily habit. The debut taps into a fast-growing children's skin-care segment.
New British brand Oovii has entered children's skin care with a single product: Face First, an SPF 30 mineral facial sunscreen priced at £28, or about $38. The launch, which went direct-to-consumer last month, reframes kids' sun protection as a daily ritual rather than an outdoor-only necessity.
Co-founder Lucia Dailey said the goal is for SPF to become as routine as brushing teeth. The product's development began more than two years ago after Dailey's daughter developed facial scars and a dermatologist recommended daily sunscreen to prevent further procedures.
Oovii, a name that rhymes with "groovy" and plays on how a child might pronounce "UV," enters a market with considerable momentum. The global kids' personal care market is estimated at $38.6 billion, with skin care representing 34.2% of 2025 revenue, per market research firm Dataintelo.
Within that category, sun protection is among the fastest-growing segments. The mineral sunscreen market for babies was worth $1.82 billion last year and is projected to grow at a 7.4% compound annual rate to $3.47 billion by 2034. Zinc oxide formulas such as Face First account for over 62% of segment sales.