Why Sunscreen Brands Keep Failing to Meet SPF Claims

Natalie Jones
Aug 29
2 min read

Another week, another sunscreen recall. This time, Mecca has pulled Naked Sundays sunscreen off shelves in New Zealand after SPF testing raised concerns about whether the products live up to the claims on their labels.

Sunscreen in New Zealand is something we rely on to protect us from our harsh sun. So, why do sunscreen brands keep failing to meet SPF claims—and how do you know which sunscreens you can trust?

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Not All SPF Tests Are Equal

Independent lab testing is the gold standard for verifying sunscreen claims. But here’s the catch: not all labs are created equal. Around the world, some testing facilities cut corners—or worse, falsify results. In fact, an RNZ investigation found that a US testing lab falsified SPF results for New Zealand sunscreens (read here).

That’s why the choice of lab matters. At Smidge, we test our Daily Face & Body Sunscreen through Eurofins Dermatest, the same independent lab Consumer NZ relies on for re-testing sunscreens sold here (see Consumer NZ’s report). This ensures that the results are robust, reliable, and internationally recognised.

SPF Testing at Independent Labs

To Naked Sundays’ credit, they’ve now committed to testing at multiple independent labs. In theory, this is a failsafe way to ensure consistent SPF results. However, the article doesn’t mention where those tests are being run—an important detail when you consider how many questionable labs exist worldwide.

Why Smidge SPF Stands Up

Here’s why you can trust Smidge sunscreen to perform as promised:

Proven SPF: Our Daily Face & Body Sunscreen tested above SPF 40 at Eurofins Dermatest.
Stable formula: We use zinc oxide, not chemical UV filters. Zinc is a physical blocker, meaning it’s far more stable and doesn’t degrade the way some chemical sunscreens can.
No recipe changes: Our sunscreen is still made in the same manufacturing lab it was tested in. This matters—a tweak in formulation or production can alter SPF performance, even if the label doesn’t change.

Sunscreen testing can be a murky world. The good news? Reliable, science-backed sunscreens do exist—you just need to look for brands that are transparent about where and how their products are tested.

At Smidge, we’ll continue to keep our testing process clear, independent, and trustworthy—so you can focus on getting outdoors safely.