Well poop!!! I had such high hopes for this...I am limited to either a completely or almost completely physical sunscreen for my face. This has received such good press, I had been dying to try.
I purchased towards the end of June. As others have mentioned, it is very similar in container and texture to some of the Japanese SS (I personally find it very similar to Sofina Perfect UV Lucent spf 50 and Biore Moist UV Face Milk spf 50+ PA+++. Same slender bottle tip, must shake prior to dispensing, little bottles that are expensive, works like a SS and primer in one.)
This particular product has a beige tint that completely melts away on my NC 15/Everyday Minerals Fairly Light/Colorstay Buff/Rimmel Ivory skin. It feels LOVELY going on, but don't let the wonderful slip fool you - you still need to use 1/4 teaspoon of this to get adequate protection just like any other SS, but the slip can easily make you think you can use less due to the fabulous ease w/ which this product spreads over your face.
I love the fact that it is a physical and is spf 50. I know the company claims a really hi PPD due to its other ingredients besides the actives - personally I'm VERY skeptical of this claim because not only does the SS calculator = 5.3 - 6.3 PPD (depending if ZnO and TiO2 are in water phase or oil phase which I have no way of knowing, so did calculations using all possible combinations) but (and this is why I've d/c using it and its up for swap), my melasma got darker = NOT GOOD!!
I'm going back to my tried/true BurnOut - Ocean Tested Physical Sunscreen SPF 30 because even though the PPD is only 7.3 if ZnO is water phase and 9.4 if the ZnO is oil phase, my melasma NEVER gets darker when I use this. Granted, I will use a primer now before foundation which I don't have to do w/ Skinceuticals, but since I have discovered (thx to MUA) Monistat Anti-Chafing Gel (very cheap, very effective primer), I don't mind the extra inexpensive step if it keeps my skin happy and my melasma at bay..