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This can reduce the skin's elasticity and encourage sagging and wrinkle formation. Sunscreen can protect the skin from sun damage; sunscreen should be applied at least 20 minutes before exposure, and should be re-applied every four hours. Sunscreen should be applied to all areas of the skin that will be exposed to sunlight, and at least a tablespoon should be applied to each limb, the face, chest, and back, to ensure thorough coverage. Many tinted moisturizers, foundations and primers now contain some form of SPF. Inspired by the eternal and undeniable beauty of Hollywood icons such as Marilyn Monroe, Grace Kelly and Audrey Hepburn, Italian business tycoon Lorenzo Riva founded LR Wonder Company in 2012, in Milan, Italy.