The Beet Shield

Imagine you are an American skincare enthusiast circa 2018. You have read the studies about how European sunscreens use superior, more photostable UV filters. You have watched Liah Yoo's YouTube videos explaining why Tinosorb S makes older FDA-approved filters look like antiques. And then, on the website of the very brand Liah Yoo founded, you see a product that contains those exact filters — available for shipping to your US address. The catch? It cannot call itself a sunscreen.

The Beet Shield existed in a regulatory twilight zone. Its UV filters — Bis-Ethylhexyloxyphenol Methoxyphenyl Triazine (Tinosorb S) at 3%, Diethylamino Hydroxybenzoyl Hexyl Benzoate (Uvinul A Plus) at 3.5%, and Ethylhexyl Triazone at 2% — are approved sunscreen actives in Europe, Korea, and most of the world. They are not, however, on the FDA's list of approved sunscreen actives for the US market. This meant KraveBeauty could not label the product as a sunscreen, could not claim an SPF rating, and could not market it for sun protection. Instead, it was sold as an antioxidant day fluid — a cosmetic product that happened to contain ingredients with UV-filtering properties.

For the skincare community, this was an open secret. Everyone knew what the product was. Everyone knew the UV filters worked. The Korean SPF testing rated it at SPF 50+ PA++++. Dermatologists and cosmetic chemists vouched for the filter system's quality. And for a couple of years, The Beet Shield became a cult favorite among ingredient-savvy consumers who wanted access to the UV protection technology that most of the world already had.

The formula itself was genuinely excellent for its time. Beyond the UV filter system, KraveBeauty built a multi-layered antioxidant complex: Beta Vulgaris beetroot extract (betalain antioxidants), EGCG (green tea catechin), resveratrol (sirtuin activator), and sodium ascorbyl phosphate (stable vitamin C). Four antioxidant pathways addressing different aspects of UV-induced damage, layered behind three photostable UV filters. The texture was elegant — a lightweight fluid with a warm, barely-there tint from the beetroot that absorbed instantly and left a dewy, primer-like finish.

The alcohol content was the trade-off for that elegance. Denatured alcohol high on the ingredient list enabled the quick-drying, weightless feel but posed a genuine concern for sensitive and dry skin types. It is a common formulation choice in Asian and European sunscreens — the alcohol evaporates, leaving a thin, even film of UV filters — but it can compromise the skin barrier with repeated daily use, particularly for those with compromised or reactive skin.

Then came 2021 and the independent SPF testing controversy. A third-party laboratory published results suggesting that several popular sunscreens — including The Beet Shield — did not meet their stated protection levels. The skincare community erupted. KraveBeauty responded with transparency: Yoo published a detailed statement, acknowledged the findings, voluntarily pulled the product, and committed to reformulating. It was, by most accounts, an exemplary response from a brand in crisis.

The regulatory irony was not lost on anyone. Here was a product that could not legally claim SPF protection in the US — and the controversy arose precisely because it might not have provided the SPF protection that it could not legally claim. The entire episode underscored the argument that the FDA's failure to approve modern UV filters was not just about access to better products but about consumer safety: without FDA-regulated testing of these filters in their specific formulations, there was no standardized way to verify protection levels.

The Beet Shield was not perfect. The alcohol was a real drawback. The regulatory ambiguity was a real risk. And the SPF testing controversy revealed that even well-intentioned formulations can fall short of expectations. But it was important. It introduced a generation of American skincare consumers to Tinosorb S and Uvinul A Plus, it demonstrated that sunscreen could feel elegant, and it started conversations about filter reform that continue today.

As a product to purchase, it no longer exists. As a chapter in skincare history, it mattered.

Formula

The Science

The UV filter system in The Beet Shield was identical to the Korean Beet The Sun SPF 50+ PA++++, featuring three next-generation organic filters. Tinosorb S (Bis-Ethylhexyloxyphenol Methoxyphenyl Triazine) at 3% provides broad-spectrum absorption across 280-400nm with exceptional photostability — BASF data shows it retains 98.4% of its capacity after 50 minimal erythemal doses. Uvinul A Plus (Diethylamino Hydroxybenzoyl Hexyl Benzoate) at 3.5% delivers strong UVA protection, while Ethylhexyl Triazone at 2% handles UVB absorption.

The antioxidant complex paired four ingredients targeting different oxidative pathways. EGCG inhibits UV-induced matrix metalloproteinase activation. Resveratrol activates the sirtuin pathway for cellular repair. Sodium ascorbyl phosphate provides stable ascorbic acid activity. Beta Vulgaris extract delivers betalain-based radical scavenging. This multi-pathway approach reflects the understanding that UV damage occurs through multiple mechanisms simultaneously, and single-antioxidant approaches address only part of the problem.

The 2021 SPF testing controversy highlighted an important nuance in sunscreen formulation: the presence of effective UV filters does not automatically guarantee a specific SPF value. Film uniformity, filter distribution, emulsion stability, and interaction effects between filters all affect real-world protection. This is precisely why regulatory bodies require finished-product SPF testing rather than relying on filter selection alone.

Dermatologist Perspective

Board-certified dermatologists were divided on The Beet Shield. Many who advocated for broader UV filter access recommended it as a way for US consumers to access superior protection technology. Others expressed concern about recommending a product that had not undergone FDA-regulated SPF testing, noting that the absence of standardized verification created an accountability gap. The 2021 controversy validated both perspectives: the filters were excellent, but the finished product's protection level was uncertain. Dermatologists now broadly recommend FDA-regulated sunscreens for US patients while continuing to advocate for the approval of modern UV filters like Tinosorb S and Uvinul A Plus.

Guidance

Marketed in the US as an 'antioxidant day fluid' rather than a sunscreen because its UV filters — Tinosorb S, Uvinul A Plus, and Ethylhexyl Triazone — are not approved by the FDA. This regulatory workaround allowed US consumers to access next-generation UV filters, but the lack of formal SPF labeling meant consumers had to trust the brand's Korean SPF testing rather than FDA-validated claims. It was discontinued in 2021 when independent testing questioned whether the formula met its protection claims.

About Krave Beauty Emerging Brand (2–5 years)

KraveBeauty was founded in 2017 by Liah Yoo, a former AmorePacific strategist and YouTuber with 1.2 million subscribers. The Beet Shield was the US-marketed version of the brand's Korean sunscreen, sold as an antioxidant day fluid due to non-FDA-approved UV filters.

Brand founded: 2017 · Product launched: 2018

Myth vs. Reality

Myth

The Beet Shield was an illegal product sold fraudulently in the US.

Reality

It was legally sold as a cosmetic 'day fluid' rather than an OTC drug (sunscreen). While the UV filters provided real protection, the product could not legally claim SPF protection in the US. This was a grey area that many imported sunscreens occupied, not a fraud.

Myth

Antioxidant day fluids provide the same protection as regulated sunscreens.

Reality

While the UV filters in The Beet Shield were real and functional, selling a product without FDA-regulated SPF testing means there is no standardized guarantee of protection level. The 2021 independent testing controversy highlighted exactly this risk.

FAQ

Common Praise

"Invisible, dewy finish with zero white cast"

"Felt revolutionary compared to typical US sunscreens"

"Lightweight enough to forget you are wearing sunscreen"

"Made the case for next-gen UV filter technology"

Common Complaints

"Not legally a sunscreen in the US — marketed as a day fluid"

"Alcohol high in the ingredient list caused drying for some users"

"Discontinued after SPF testing concerns in 2021"

"Unclear regulatory protection status created consumer confusion"

Notable Endorsements

Lab Muffin Beauty ScienceMultiple K-beauty review platforms

Appears In

best korean sunscreen best lightweight sunscreen best sunscreen for no white cast best antioxidant sunscreen

Related Conditions

sun damage aging hyperpigmentation

Related Ingredients

tinosorb resveratrol green tea vitamin c