Fact checked by Ros Lederman
The billion-dollar skin care market continues to grow. Social media is a dominant source of information on the topic, but skin care content online is prone to misinformation.
Maria Estela Martinez-Escala, MD, PhD, a dermatologist at the University of Chicago Medicine, says the most important step is to practice sun protection daily, year-round. “Consistent sun protection not only helps reduce the risk of developing skin cancer but also helps prevent the premature skin aging associated with ultraviolet (UV) radiation,” she says.
Look for products with a sun protection factor (SPF) of 30 or higher and broad-spectrum protection, meaning that they protect against UVA and UVB radiation.
“Proper application is equally important,” Martinez-Escala says. General recommendations call for applying sunscreen 15 minutes before sun exposure, using enough to cover the exposed areas (about 1 ounce, or a shot-glassful, for the entire body), and reapplying every two hours.
Moisturizers are important, too, Martinez-Escala adds. “Selecting the right moisturizer can help maintain the skin’s natural barrier and keep it healthy and hydrated,” she says.
“Good skin care does not need to be expensive or complicated. What matters most is being consistent and persistent with a simple routine that includes the right products for your individual skin type and concerns,” she says.
Originally published in the Fall 2026/Winter 2027 print issue.
Anushree (Anu) Vashist is a freelance writer who often covers medicine, science, and higher education. She recently graduated from the University of Chicago with a double major in biological sciences and history.
