As others have mentioned, these sunscreens are thick. It is a ZINC CREAM, not a typical watery lotion so it will not rub in like a thin lotion! The natural zinc makes it apply thick like a cream and yes you will see a luminosity and a white film on the skin....to me that's a bonus, I can see if I've missed a spot. If you rub in very well it will be hardly noticeable. My kids are 8 and 6 and it's still the only sun protection I use on them (other than wide brim hats and breaks from the sun) and it's never let me down. Far too many 'natural' products still have ingredient lists that are iffy and far too long which leaves me to question their authenticity. Badger baby is short and to the point, no extras, no weird stuff. HIGHLY RECOMMEND.