Passiflora cincinnata is a Passifloraceae typical of the Caatinga, a biome unique to Brazil. It has various pharmacological properties associated with its high flavonoid content. Vitexin, isovitexin, orientin, isoorientin and derivatives are the main chemical and pharmacological markers for this plant. Although flavonoids enriched‐extracts have been widely applied in phytocosmetics, especially in sunscreen formulations, the use of P. cincinnata as a photoprotective ingredient remains unexplored. Different hydro‐alcoholic extracts were prepared and their antioxidant and photoprotective activities were evaluated by in vitro assays. The most promising extract (Pc‐1) was analyzed by HPLC‐DAD‐ESI‐MS/MS. Nine flavonoids were identified as major compounds: isovitexin‐7‐O‐glucoside, isoorientin‐2”O‐hexoside, orientin, isoorientin, isovitexin‐2”‐O‐glucoside, isovitexin‐6”‐O‐glucoside, isoscoparin and isoquercitrin. Finally, Pc‐1 (5 and 10%, v/v) was incorporated into gel formulations, alone or combined to commercial chemical filters (benzophenone‐3 and octyl methoxycinnamate). Formulations containing Pc‐1 showed high SPFspectrophotometric values. When combined to commercial filters, Pc‐1 (5%) potentiated their photoprotective efficacy (p<0.05). A physicochemical characterization indicated no incompatibility or signs of instability after extract incorporation. Altogether, these findings encourage the use of Pc‐1 as a photoprotective ingredient or co‐adjuvant in sunscreens formulations.