Shiseido has developed new technology to reduce the use of UV filters – such as titanium oxide and zinc oxide – to improve texture and white cast issues without compromising the strength of UV protection. Titanium dioxide and zinc oxide minerals are naturally occurring minerals frequently used in sunscreens to physically block harmful UV rays. However, despite their high functionalities, these ingredients can cause a sunscreen formulation to be thicker in texture. Furthermore, it can leave the dreaded ‘white cast’ on skin, making it less suitable for individuals with darker skin tones. Shiseido explained that with the company’s conventional methods, high amounts of titanium dioxide or zinc oxide powder need to be added to obtain a high level of protection. However, this would invariably lead to a thicker texture and more a noticeable white layer on the skin.