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Two of its biggest selling points are efficiency and stability:

Most of the other chemical filters are considered "photostable" if they can last for two hours.

Because this ingredient is oil-loving, it can sit neatly into the oil phase of emulsions and shines in water-repellent/water-resistant formulations.

The EU and Canada allow it to be used up to 10% and Japan allows it up to 5%.

Unfortunately, it's not yet an FDA approved sunscreen agent so you won't be able to find it in sunscreens in the US.

Safety-wise, it has a pretty solid record: the EU's Scientific Committee on Consumer Safety (SCCS) has reviewed it and found low skin absorption, no capacity to produce skin irritation or photo-irritation.

In vitro testing has found less than 0.1% of the applied dose is absorbed by the skin over 24 hours (mostly due to its large molecule size).

Fun fact: This ingredient even has anti-inflammatory properties similar to those of ketoprofe, an anti-inflammatory medication.

Emollients help hydrate the skin by creating a thin barrier. This thin barrier prevents moisture from escaping.

Topically applied tocopherol has been shown to protect against UV damage by ramping up the skin's own natural defense enzymes.

It also acts as a skin conditioning agent; some studies show that regular topical use can improve the skin's water-binding capacity over 2-4 weeks.

This ingredient is especially loved for being a team player. When combined with Vitamin C, the photoprotective effect of both ingredients roughly doubles and the combo also helps reduce UV-induced DNA damage.

This ingredient has some brightening potential but it's more of a prevention ingredient than spot-fader. Cell studies show it can slow down melanin production but it's worth noting that it's not the most powerful brightener out there.

In formulations, it also serves as a stabilizer that helps protect other oxidation-prone ingredients from degrading.

Concentrations usually range from 0.1-1% in most leave-on products.

It's actually inactive on its own and works like a slow-release "storage" form; the enzymes in your skin called esterases gradually convert it into active vitamin E over time.

One in vivo study showed 5% of the acetate in the living layer of the epidermis converted to vitamin E after 5 days of application. This study also found the skin gained protection against UV damage even though the conversion was slow and small.

Once converted, vitamin E acts as a skin's main fat-soluble antioxidant that fights free radicals to protect skin from damage.

Topical vitamin E generally boosts the skin's photoprotection, and it reduced UV-damage in animal models.

This ingredient has some brightening potential but it's more of a prevention ingredient than spot-fader. Cell studies show it can slow down melanin production but it's worth noting that it's not the most powerful brightener out there.

Overall, it has a pretty solid safety profile and has been found to be non-irritating and non-comedogenic. Allergic reactions may happen but stay rare due to how widely the ingredient gets used.

The concentration will vary depending on the formula; industry data shows 0.1% in baby lotions, 3% in lipsticks, and 5% in foot powders. You can also find this ingredient at 100% in a pure vitamin E oil.

Most leave-on skincare keeps it at the lower end, often between 0.5-1%.

You'll also recognize water as that liquid we all need to stay alive. If you see this, drink a glass of water. Remember to stay hydrated!

Xanthan gum is a pretty common and great ingredient. It is a natural, non-toxic, non-irritating ingredient that is also commonly used in food products.