The first new sunscreen in 25 years ☀️

Trend of the Week

☀️ The first new sunscreen in 25 years

America finally got the good sunscreen. People are googling the label.

Our algorithm picked this one up recently, and it's a weird one to spot in the fall.

The scoreboard: searches for "bemotrizinol sunscreen" went from 210 a month a year ago to 9,900 now. They spiked to 60,500 in June and never went back to zero, even after summer ended.

The nickname moved too. "BEMT sunscreen" went from 40 searches a month a year ago to 4,400. When people learn the abbreviation, they're not curious anymore. They're shopping.

Wait, what's bemotrizinol?

It's a sunscreen filter: the ingredient that actually blocks UV. It covers both UVA and UVB, and it holds up in the sun far better than avobenzone, the only other chemical UVA filter US sunscreens could use. Europe, Australia and Asia have used it for decades. The US couldn't, until this year.

You'll see it on the bottle as bemotrizinol, BEMT, or Parsol Shield.

Why now?

1. The FDA finally said yes. On June 9, the FDA added bemotrizinol to the list of allowed sunscreen ingredients, the first new one since the late 1990s. That's the June spike on the chart. America waited a quarter-century for a new sunscreen ingredient. It took the FDA seven months once it got going.

2. It's on shelves now. In mid-October, the AP reported that the first BEMT sunscreens are hitting US store shelves, including formulas from Neutrogena. Australian brand Ultra Violette got there first: it launched the first US BEMT sunscreen on August 31, $40 at Sephora, in stores from October 2.

3. The old filters are on their way out. In September, the FDA revoked oxybenzone because it gets absorbed through the skin more than anyone thought. Same AP story: more than a dozen other sunscreen ingredients still need more evidence. One door closes, a better one opens.

Who's making money

• Amazon sellers: the top listings for "bemt sunscreen" average about 14,850 sales a month at about $24, according to sales estimates. They also average 13,000 reviews, so these aren't brand-new listings. Shoppers are finding sunscreens that were already there.

• Dermatologists with a blog: janeyoomd.com, a Manhattan dermatologist's site with a whole BEMT explainer, went from about 4,000 visits in April to 14,000 in October, according to traffic estimates. scenicdermatology.com went from 6,600 to 18,000 over the same stretch.

• The big brands: Neutrogena is already on shelves. When a drugstore brand moves this fast on a new ingredient, it's betting the label sells.

So what happens next?

• Summer 2027 is the real test. This year's launches landed after the season. Next spring is the first time BEMT gets a full sunscreen season in the US, so expect the June spike to come back bigger.

• "With BEMT" becomes a label claim. Like "mineral" or "reef safe" before it. The ingredient becomes the brand.

The Pro Move

⚡ Spot the next one first

BEMT sunscreen was one trend. There are 50,000 more.

Pro has every one of them, each with its search history, plus 20,000+ websites and apps on the rise and the Amazon categories people are actually buying from. "Bemotrizinol sunscreen" got 210 searches a month a year ago. That's when you want to be writing the explainer.

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Trending in the Group Chat

👀 Glasses that read your lips

What the internet argued about, starred and installed this week

🐦 The tweet: Subvocal announced $1.3M from YC and Afore Capital for glasses that turn silent, almost invisible mouthing into text at 200+ words a minute. 12M views and 26K likes. Typing is slow, talking to your laptop is awkward, and now you can do neither.

🛠 The repo: Concat is a free, open-source CapCut replacement that runs on your own machine: auto-captions, voice cloning, background removal, 4K export, no watermark, no account. It even has a built-in MCP server, so Claude can edit your videos. 13.9K stars, +9.9K this month. It's still in beta, and the license is AGPL. Your video editor finally stopped asking you to log in.

🧠 The skill: reverse-any-video from HeyGen rebuilds any video as an editable HyperFrames project, frame for frame, so your agent can remix it. 4.3K installs in its first week, and #3 on the skills.sh hot board. It needs a paid HyperFrames Pro plan, and only use it on videos you have the rights to.

🎓 The tutorial: Greg Isenberg's $1M+ Solo Grok Bot Business (Full Course), posted November 2. In 50 minutes, Orgo's co-founder walks through research, design, stack, hosting and shipping a custom team of AI agents for a business, plus how to price it. 39K views in a day. Cheaper than an MBA, and shorter.

Site on the Rise

🌐 americanpeptides.us

A peptide shop selling a drug that isn't approved yet

• What it is: an online store for "research peptides." The site opens with an age gate and a disclaimer: everything is for lab research only, not for human use. Its best seller by far is retatrutide, Eli Lilly's next-generation weight-loss drug, which the FDA hasn't approved. Lilly plans to file for approval in the first quarter of 2027.

• Traffic: about 319,000 visits a month according to traffic estimates, up from under 100 in April. It started picking up in June, and that's thousands of times more in six months.

• Top keywords bringing the traffic:

  • "reta peptide" (165,000 searches a month), ranking #1

  • "ghkcu" (201,000), ranking #3

  • "klow peptide" (74,000), ranking #2

  • "retatrutide how to get" (18,100), ranking #1

  • "research peptides" (18,100), ranking #2

• The legal part: retatrutide can't lawfully be compounded or marketed for human use, and a "research use only" label doesn't change that. In August, Lilly sued six sellers it says falsely claim their retatrutide is for research use only.

• Insight: look at the keywords. "Retatrutide how to get" gets 18,100 searches a month for a drug that's at least a year from approval. Demand shows up years before the legal product does. If you're in health, the legal play is to own the explainer and the waitlist (telehealth, content, coaching) for when it's approved, not the vial today.

• Link: americanpeptides.us

Breakout App

PineDrama

TikTok's app for one-minute soap operas

• What it is: a feed of microdramas: fictional series told in one-minute vertical episodes. Romance, thrillers, family drama, a cliffhanger every 60 seconds. Think TikTok, but every video is the next episode.

• Launched: TikTok quietly put it out in January in the US and Brazil, to take on ReelShort and DramaBox.

• Traction: 82 million installs on Google Play, with 4.6 stars from 463,000 ratings. On the App Store, 4.9 stars from 105,000 ratings. Together that's about 54,000 new ratings a month.

• Search interest: "short drama" gets 12,100 searches a month, up from 3,600 a year ago and 880 two years ago.

• Insight: TikTok had microdramas inside its main app, then gave them their own home. When a format gets big enough to leave the app it was born in, it's a category. Screenwriters, actors and small studios: one-minute episodes are a new production market, and the platforms need a lot of them.

• Get it: App Store · Google Play

Down Bad

📉 Freeze dryers

The candy melted. So did the machine.

• What it is: a machine that pulls the water out of food in a vacuum, so it keeps for years. Homesteaders bought them for food storage. Then the internet bought them for candy.

• The fall: searches for "freeze dryer" peaked at 301,000 a month in July 2023, were at 246,000 two years ago and sit at 90,500 now. "Freeze dryer home use" went from 8,100 a year ago to 1,600.

• The twist: freeze dried candy got there first. It also hit 301,000 searches in July 2023, and it's at 18,100 now. The machine followed the candy all the way down. Meanwhile, "freeze dried fruit" is up a bit, from 9,900 a year ago to 12,100.

• Insight: freeze dried candy was the machine's best ad. When one viral use case is selling your gadget, your demand has one point of failure. Sell the snack, not the factory.

That's a Wrap

👋 Same time next Tuesday?

You made it to the end. Respect.

Hope you walked away with at least one idea worth stealing. Hit reply and tell me what you're building, what you loved, or what you'd cut. I read every reply, usually with too much coffee.

Catch you next week,

Rachid · Founder, Rising Trends · @rachidseo