The Truth About "Reef-Safe" Sunscreen: A Marketing Buzz-word

Natalie Jones
Nov 27
2 min read

woman at the snow applying sunscreen lip balm to her lips

In 2021, Hawaii passed a law banning sunscreens containing oxybenzone and octinoxate—two chemical UV filters shown to harm coral reefs. At Smidge, we don’t use either of these ingredients, which means we meet the criteria many people associate with the term “reef-safe.”

But here’s the tricky part: the phrase “reef safe” gets thrown around far too loosely. The term is completely unregulated, meaning anyone can slap a reef-safe sticker on their sunscreen without needing to prove anything.

For example, many sunscreen brands remove oxybenzone and octinoxate, but continue to package their products in single-use plastic… is that really protecting our reefs? I don’t think so. The biggest threat to our oceans and coral reefs is climate change (Smithsonian, 2022). Warming oceans, acidification, and pollution are far bigger dangers than the trace amounts of sunscreen ingredients that enter the water. More on this and the impact of plastic below!

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Is Smidge Reef-safe?

For the reasons above, I don’t jump on the “reef-safe” claims bandwagon. Instead of chasing labels, I focus on a holistic approach to sustainability. Here’s what we do to reduce our impact—just a Smidge:

Plastic-free & recyclable packaging
Naturally-derived ingredients
NZ-made, reducing carbon footprint
2% of every purchase donated to ocean conservation

I believe that in the future, “reef safe” claims will face proper regulation. When that happens, I’ll reassess whether certification makes sense for Smidge. Until then, I’d rather focus on meaningful action—not marketing buzzwords.

Is Non-Nano Zinc Oxide Reef-safe?

When it comes to UV protection, Smidge uses non-nano zinc oxide as our only active ingredient rather than chemical UV filters such as oxybenzone and octinoxate. Some studies suggest that non-nano zinc oxide may be less toxic to marine life than other chemical UV filters, but the evidence is still limited and not conclusive enough to fully support “reef-safe” claims.

We choose it because it's safe for sensitive skin and it works—providing reliable broad-spectrum sun protection for your skin.

Smidge is Backed by Science

Kia ora, Nat here - founder of Smidge - back in 2019, I began making sunscreen in my tiny Wellington kitchen! With a background in science, a career in conservation, and an obsession with low-impact living, I set out to create a sunscreen that protects people whilst having minimal impact on the environment. Raised by the ocean, I feel most at home when I’m connected to the natural environment — and that connection is at the heart of Smidge.

How to Choose a Safer Sunscreen

When shopping for a sunscreen that’s good for both you and the planet, here’s what to look for:

Check ingredients: Generally, less is more—fewer ingredients mean less waste, lower carbon footprint in transport, and no unnecessary use of water, a precious resource. At Smidge, we keep it simple with just 7 ingredients.
Consider packaging: Choose recyclable, plastic-free, or refillable options.
Look for local brands: NZ-made products often have a lower carbon footprint.
Support impact-driven companies: Brands that donate to ocean or environmental projects are actively contributing to positive change.