KraveBeauty Beet The Sun SPF 40: The Reformulation, and the Lab Reports Behind It
Last updated September 13, 2026
After withdrawing its first sunscreen, KraveBeauty published the full laboratory reports for the reformulated Beet The Sun SPF 40, which returned a mean SPF of 44.80 by the FDA static method and 43.3 by ISO 24444:2019 against an SPF 40 label.
This page reports two things that belong together. KraveBeauty published its reformulated sunscreen's raw laboratory reports in full — a 64-page PDF linked from its own product page, which almost no brand does. And the laboratory that produced them, Princeton Consumer Research Corp, is the same laboratory an Australian regulator later said it had significant concerns about. Both facts are here because neither is honest on its own.
What was tested
Princeton Consumer Research Corp, commissioned by KraveBeauty measured SPF 44.80 and 43.3, 3 October 2022
Princeton Consumer Research Corp, commissioned by KraveBeauty measured SPF 44.80 and 43.3 against a label of SPF 40. In the body's own words:
Test article 1 – Beet The Sun SPF 40 achieved a mean SPF value of 44.80. The calculated Label SPF = 42.
Method, as Princeton Consumer Research Corp, commissioned by KraveBeauty states it: Two studies at Princeton Consumer Research Corp, published by the brand as a single 64-page report. Study KRASPF2C used the FDA Static Test Method under the FDA Sunscreen Final Rule, 21 CFR Parts 201 and 310, with 10 subjects, and returned a mean SPF of 44.80; its final report is dated 3 August 2022. Report KRASPF3C used ISO 24444:2019 with 10 subjects, was performed between 5 and 9 September 2022, and returned a mean SPF of 43.3; its final report is dated 3 October 2022.
What the brand said
KraveBeauty had earlier confirmed that the original Beet The Sun formula failed, while declining to publish the figures, citing legal and privacy constraints. It discontinued that product and offered refunds for purchases made between 18 May 2020 and 2 February 2021.
the original result was SPF 55.3 but extensive testing since then has shown that the formula performed below our standards.
What happened next
- by 31 October 2025 — In a document about an unrelated group of Australian sunscreens, the TGA stated that it has significant concerns about the reliability of SPF testing undertaken by Princeton Consumer Research Corp, the laboratory that produced the reports above, and that it wrote to the laboratory and has not received a response. That page was first published on 30 September 2025 and carried the passage by its 31 October 2025 update, the earliest archived copy that contains it. The TGA's statement is about the laboratory in general; it does not say that any particular certificate was wrong, and neither does this page. KraveBeauty's second study used ISO 24444:2019 and returned a figure consistent with the first. TGA.
Market status: this is the reformulated product; the formula that failed is no longer sold.
Frequently Asked Questions
Is this the product that failed?
No. The original Beet The Sun was discontinued after the brand said extensive testing showed the formula performed below its standards. This page is about the reformulated SPF 40 that replaced it, for which the brand published the laboratory reports in full.
What did the original formula measure?
KraveBeauty declined to publish the failing figures, citing legal and privacy constraints. No number for the original formula is stated here, because none was published.
Should the laboratory's record change how the reports are read?
That is for the reader to weigh, which is why both facts are on the page. The TGA's published concern is about Princeton Consumer Research Corp as a laboratory, not about this or any other specific certificate.
SPF List did not test this product. The results on this page were published by the named test body or regulator; quotes and links go to the original publication. Brand responses and later developments are listed where they were published. Formulations change; a result applies to the batch and date tested.