Joe Lingeman for TIME The skin around the eyes is the thinnest on your face, which is why it’s more susceptible to visible aging and skin cancer—studies have shown that up to 10% of skin cancers are found around the eyelids. But despite the heightened risks, Supergoop! founder Holly Thaggard discovered that many people avoid putting on sunscreen near their eyes for fear of irritation. This led her and her team to create Shimmershade, the first and only eye shadow to be clinically tested to provide broad-spectrum SPF 30 protection. “I thought, if we’re going to do this, let’s do it in a fun and playful way and re-create an eye shadow with UVA and UVB protection,” she says. The product has fielded some skepticism that users will apply an eye shadow thick enough to make the sun protection effective, and dermatologists still recommend using sunscreen wherever skin is exposed. But the product takes the vital step of encouraging users to think more holistically about sun protection. And the fact that the creamy, mineral-based formula won’t crease and lasts for hours doesn’t hurt either. —Cady Lang
Buy now: Supergoop! Shimmershade eye shadow