Pulse Nigeria's Gloria Adesanya discovered Biore UV sunscreen products on the shelves of government-licensed pharmacies in Lagos, despite the brand's statement that it does not distribute to Nigeria. The investigation, conducted in September 2026, found the product in multiple retail outlets, raising questions about the product's authenticity and regulatory compliance.
Brand's Denial and Social Media Reaction
The controversy began in August 2026 when a screenshot of a TikTok interaction between Biore UV and a Nigerian user named fw.trixie circulated online. In the exchange, the brand claimed it does not distribute to Nigeria. This prompted Pulse Nigeria to investigate whether the product was actually being sold in the country.
Adesanya, who had purchased Biore UV sunscreen in 2025 for less than ₦10,000, decided to check major malls and pharmacies across Lagos. The investigation covered three major malls on the Lagos mainland, three pharmaceutical stores owned by one brand, and two major online skincare stores.
Findings at Retail Outlets
On September 10, Adesanya visited Purple Mall (formerly Maryland Mall) in Maryland, Lagos. At the Market Square retail mart, no Biore products were found. However, at the Medplus Pharmacy located within the mall, staff confirmed they had Biore UV sunscreen in two sizes: 50g and 70g. The 50g tube was priced at ₦3,400.
At Spar mall in Opebi, Ikeja, no Biore products were found after a thorough search of the skincare aisle. A nearby Medplus pharmacy outlet also did not have the product. At Ikeja City Mall (ICM), the HealthPlus pharmacy did not stock Biore, but a Medplus pharmacy within the mall sold the 70g version for ₦16,200—a significant price difference compared to the 50g tube at the Maryland location.
Online Retailers and Sourcing
Two major online skincare stores, Teeka 4 and BuyBetter, listed Biore UV sunscreen. Teeka 4 offered the 70g KAO Biore UV Aqua Rich Watery Essence SPF50+PA for ₦11,900. BuyBetter listed a product under the title "Biore Bright And Be Rich Watery Essence SPF 50++" for ₦12,000, with a product image that differed from standard packaging.
BuyBetter responded to inquiries on September 11, and on September 15, a representative named Ololade provided the brand's official position via WhatsApp. He stated, "Kao does not currently have an appointed Bioré distributor for Nigeria, and the brand has confirmed it is not officially available here. Like other Nigerian retailers of the brand, BuyBetter sources genuine products from authorised wholesale channels in Japan, where the brand is made and officially sold, and imports it directly."
Teeka 4 did not respond to email inquiries, and Medplus did not respond to customer care emails sent on September 23.
Japanese vs. US Formulations
Ololade also noted that Biore US and Biore Japan are different products. Kao Corporation, the parent company, supplies Bioré UV sunscreen across 66 countries and territories, including Japan, South Korea, India, Thailand, Hong Kong, Taiwan, the UK, and the Americas.
Dr Jane Yoo, a Korean dermatologist and Mohs surgeon in New York, explained in a YouTube video published in April 2025 that the Japanese formulation uses newer chemical UV filters like Uvinul A Plus, Tinosorb S, and Uvinul T 150, offering broader protection. The US version relies on older filters due to slower FDA approvals, resulting in less comprehensive protection and a heavier feel. The Japanese version has a light citrus scent and a white cap with horizontal text, while the US version has a grey cap with vertical text and a stronger chemical scent.
Adesanya noted that the Biore UV sunscreen she purchased in 2025 appeared to be a hybrid of both versions, with the white cap and citrusy scent of the Japanese version but the typography of the US version.
NAFDAC Verification and Public Concerns
Adesanya attempted to verify the product's registration using NAFDAC's NAPAMS and GreenBook tools. Without a NAFDAC number, the NAPAMS check could not proceed, and the GreenBook search returned no matching product. She emailed NAFDAC on September 15 with seven questions about the product's registration and any enforcement actions, but received no response. An email to the agency's complaint desk was blocked.
Social media users shared mixed experiences. Ifediche reported on X that the product caused her to "break out so badly." CandleyV said every bottle she bought felt different from the previous one. Among Adesanya's mutuals, one woman reported a bad breakout, while another said the product worked well. Both had purchased their sunscreens for less than ₦5,000.
The investigation found that Biore UV products are widely available in Nigeria despite the brand's no-distribution claim, raising unresolved questions about importers, distributors, and accountability for what Nigerians use on their skin.
