Playface is building a sunscreen brand around the SPF trust problem

In 2025, consumer advocacy group Choice found that 16 of 20 popular Australian sunscreens failed to deliver the SPF printed on their labels, some falling dramatically short. A category-wide credibility problem, it raised fair questions about testing reliability well beyond Australia.

New Australian suncare startup Playface wants to target that space directly. Before its first product is even available to buy, Playface is launching the SPF Observatory, a publicly accessible tracker monitoring sunscreen recalls, failed SPF tests, and brand-level inconsistencies across the Australian market.

Playface’s debut launch

The brand’s first product is a Lip Balm SPF 30, launching in the coming months in Unscented and Coolmint variants. It’s formulated with what Playface calls “Playagents,” a mix of ceramides for barrier support, squalane for hydration, panthenol for skin conditioning, and vitamin E for antioxidant protection, alongside hybrid UV filters that combine both mineral and chemical sunscreen actives.

The hybrid approach is a deliberate middle ground. “Purely mineral formulas tend to be thick, chalky and leave a white cast,” says founder Benjamin Price. “Purely chemical formulas can feel heavy, greasy and irritating for some. Combining both with the right balance gives us broader UVA/UVB protection without compromising on the sensorial feel.” Products are being co-developed with SPF innovators in Seoul, South Korea.

Playface’s debut Lip Balm SPF 30.

On transparency

Early testing of the lip balm showed results up to SPF 60, but the product will be labeled SPF 30, the most trusted and widely purchased protection level for lip care. “We’d always rather over-deliver on our promise than under-deliver,” Price explains. Playface intends to publish the actual lab numbers alongside the label claim as part of the SPF Observatory’s “SPF Receipts” initiative.

The sunscreen trust issue isn’t unique to Australia. Testing reliability and label accuracy are recurring concerns in any category where consumers make decisions based on claimed efficacy, and regulatory environments vary significantly by market. Playface’s SPF Observatory is a rare move for a startup: building a public accountability tool before building a product reputation.

Where to find it

Playface launches in the coming months. Visit playface.world or follow @playfaceworld for updates.