UK consumers continue to prioritise moisturiser over dedicated sun protection, according to Face the Future’s second annual 365 Days of SPF report.
The independent Yougov survey of 2,081 people, commissioned by online skincare retailer Face the Future, found that 32% of Brits consider moisturiser the most important step in their skincare routine, while only 23% prioritise sunscreen.
Despite growing awareness of sun protection benefits, almost half (45%) of respondents admitted they do not apply SPF daily or most days.
However, this is a significant improvement from the previous year’s findings, which showed that only 22% of people applied SPF daily.
Calls to remove VAT on SPF
The report highlights strong public support for making SPF more affordable, with 70% of respondents believing that VAT should be removed from sun protection products.
The campaign is championed by melanoma survivor Jessica Zbinden-Webster, who is advocating for the government to eliminate the 20% VAT on SPF through her #AxeTheSPFTax campaign.
“It’s about stopping lives from needlessly being disrupted or shortened by skin cancer,” Zbinden-Webster explains. “It’s also about ensuring the longevity of the NHS, as skin cancer treatment costs hundreds of thousands of pounds per year in the UK.”
Last year, politician Amy Callaghan, then-MP for East Dunbartonshire, told us about her mission to get VAT removed from SPF products permanently – read about it here.
To support this cause, Face the Future has announced that, from March, it will be cutting VAT on all SPF products it sells, offering consumers an immediate 20% saving.
Where do consumers learn about SPF?
Interestingly, the report found that people in the UK learn more about SPF from beauty brands (17%) and retailers (13%) than from social media platforms like TikTok (8%).
When it comes to trusted sources, family (25%) and friends (20%) outrank GPs (14%) in shaping attitudes toward sun protection.
The 5 Ws of sun protection
Kimberley Medd, clinic lead at Face the Future, reinforces the importance of consistent SPF use with the “5 Ws" of sun protection:
- Who: Everyone, regardless of skin type or tone, should wear SPF.
- What: A minimum of SPF 30 or higher is recommended.
- When: SPF should be worn daily, including indoors, and reapplied frequently.
- Where: All exposed skin, including the back of the ears, neck and hands, should be covered
- Why: SPF protects against skin damage and reduces the risk of skin cancer.
SPF and anti-ageing: awareness still lacking
While protecting against skin cancer is the number one reason people wear SPF (72%), the report suggests that knowledge about its anti-ageing benefits is still lacking.
Only 55% of respondents were aware that UVA rays are the leading cause of premature skin ageing, and just 20% strongly agreed with this fact.
Additionally, 40% of consumers prioritise SPF products that provide hydration over those marketed for anti-ageing benefits (32%).
This may explain why so many people favour SPF-infused moisturisers or makeup over standalone sunscreens.
Industry efforts to promote daily SPF use
Face the Future’s 365 Days of SPF campaign aims to continue raising awareness and encouraging daily SPF use.
The 2025 report shows progress compared to the previous year, but with nearly half of the UK still skipping daily sunscreen application, there is more work to be done.
Director Julia Barcoe Thompson states, “Skin cancer and premature ageing caused by UV rays are largely preventable. By making SPF more accessible and educating consumers, we hope to shift attitudes toward daily sun protection.”
With growing consumer demand for multifunctional SPF products and increasing pressure to remove VAT on sun protection, the conversation around SPF is gaining momentum – one that could lead to better long-term skin health for the UK population.
