Skincare Education Series
Through our education series, we will help explain the science that goes into formulation our skincare and suncare products to help you better understand why we developed them, what are the benefits, and which type of
Zinc Oxide Guidebook:
What is it?
Why Does It Work?
Who Is It Best For?
& More Questions Answered
Our story
Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work.
What began as a passion project has evolved into something more. We’re proud of where we’ve been and even more excited for what’s ahead. What sets us apart isn’t just our process—it’s the intention behind it. We take time to understand, explore, and create with purpose at every turn.
What is the best filter for optimum protection in North America?
Zinc Oxide remains the best filter for true broad spectrum protection in North America, especially when it comes to protecting against UVA light. It has the most robust safety and efficacy data and alongside Titanium Dioxide, one of two filters that currently meet the FDA’s most stringent safety rating of GRASE (Generally Recognized as Safe and Effective). A short but good rule of thumb to remember- the more Zinc Oxide a sunscreen has, the better broad-spectrum protection it will provide. We recommend a concentrations as close to 25% zinc oxide as possible. The more Zinc, the better.
When it comes to sun protection, mineral sunscreens with high concentrations of zinc oxide remain the gold standard for broad-spectrum coverage, visible light protection, and skin tolerance.
Don’t fall for internet myths—look past SPF numbers, white-cast rumors, or marketing jargon. A well-formulated mineral sunscreen is not just safe and effective; it’s one of the most powerful tools you have to protect your skin from UV damage and premature aging.
By choosing a zinc oxide mineral sunscreen, you’re protecting your skin from sunburn, premature aging, and long-term UV damage—safely and reliably.
Non-nano sized Zinc Oxide Explained
We very often wrestle with how to answer this very complicated question with a simple answer. Simply put, we use a supply of Zinc Oxide that is Ecocert Certified Organic. Ecocert does not currently certify products that are considered nano as organic. Therefore, in simple terms, our zinc oxide can be considered non-nano. However, we caution consumers to delve deeper into these types of claims. There is no current global standard or test for determining what is considered nano sized. This means that suppliers can use their own in-house tests to determine whether their zinc oxide particles are below 100 nm. in size. Results can differ dramatically depending on what type of test is used. Furthermore, while a lab might detect the presence of nano-particles, these particles might not exist as such in real life conditions in finished formulas. Zinc Oxide especially tends to aggregate into larger clumps that formulators need to find ways to prevent in order to create uniform dispersions. Nano-particles have also been shown up until 30 nm in size to have robust safety when used in lotion based sunscreens. The EU currently only recommends avoiding nano particles in spray or powder form. Finally, many brands may rely on their suppliers information about whether their zinc oxide or titanium dioxide contains nano-particles and lack the ability to delve critically into their testing and reliability of their data. We would rather consumers look for options that contain high enough concentrations of zinc oxide rather than focus on particle size of their mineral filters.
Are your sunscreens safe for pregnant women or breastfeeding women to use?
Yes! We take possible Endocrine Disruption very seriously and only work with filters that are large in size and are controversy free. Our co-founder a retired OB-GYN with a speciality in fetal maternal health and endocrinology shares his expertise with us to ensure we bring you the safest and most effective sunscreens for all phases in life. We actually use the litmus test for all of our research and development that our products should be ‘safe enough for a pregnant woman to use’ and we take a conservative approach in recommending any products that might be considered in a grey area.
Can Zinc Oxide Be Transparent?
You’ve probably seen influencers posting videos of zinc oxide as a stark white powder, claiming that mineral sunscreens can never be transparent. But just because zinc oxide starts as a white powder doesn’t mean it has to stay that way on skin.
Modern sunscreen formulation has come a long way. Instead of simply mixing in raw zinc oxide powders (a method that often leads to thick, chalky formulas), today’s cosmetic chemists use zinc oxide dispersions—liquid suspensions designed to stabilize and evenly distribute particles. These dispersions can even be matched with carrier fluids that bend light in a way that makes the particles look invisible on skin.
The result? Mineral sunscreens that are elegant, lightweight, and transparent—no white cast required.
Today’s formulations are transparent, safe, and effective for all skin types.
Transparency is Relative
Let's first begin by clarifying the terms. The perception of transparency depends on skin type since what might work really well for someone with pale Skin Type I but will not work for someone with darker skin that is Type VI. You'll often see this with a lot of Skinfluencers that are demoing a mineral SPF; they will add the caveat that what works for them, might not work for all. To be clear, we do have formulas that are 100% transparent as in they will rub into the skin with some agitation to be completely invisible for all skin types. Our current best-selling mineral sunscreen, Ava Isa Sun-e-Serum Drops SPF 35 will apply after minimal blending to be clear or invisible on all skin types.
Why Do you Use Such High Concentrations of Zinc Oxide?
Some brands claim that coatings, dispersions, or “Super-Zinc” technologies mean you can get the same protection with less zinc oxide. But concentration still matters.
We use a simple rule of thumb:
Estimated SPF = % zinc oxide × 2
Estimated UVA-PF = % zinc oxide ÷ 2
Our research shows many sunscreens claim far higher SPFs than their zinc oxide content would suggest—often by adding SPF boosters or redness-reducing ingredients like niacinamide, aloe, or bisabolol. While these make formulas look good in testing, they don’t provide the same true UV absorption.
That’s why we stick to over 20% zinc oxide in every formula. It’s harder to formulate, but it ensures reliable broad-spectrum protection.
Are newer Chemical Filters Better Than Zinc Oxide Now?
Korean and European sunscreens are often praised for using “next-gen” UV filters not available in North America. While some of these filters (like MBBT or BEMT) are excellent, not all are created equal—and many still lack the FDA’s GRASE designation (Generally Recognized as Safe and Effective).
By contrast, zinc oxide and titanium dioxide remain the only UV filters officially recognized as safe and effective by the FDA. Zinc oxide, in particular, provides unmatched broad-spectrum protection, is non-irritating, and does not absorb into the body.
Innovation is exciting, but zinc oxide has been continually refined for decades. Today’s zinc oxide mineral sunscreensare elegant, effective, and proven safe—making them a world-class choice for daily protection.