Sales of foundations containing SPF soar 73% as Brits take sun protection seriously

Consumers are now turning to foundations with added benefits to ace their base, wanting a flawless finish as well as hydration and adequate sun protection, according to new data from market analyst The NPD Group.

UK sales of prestige foundation with moisturising, balancing and SPF properties reported an increase of 114% in the first seven months of this year (January to July 2019). 

The biggest growth was in the foundation with SPF category, with sales of those with an SPF from 30 to 50 soaring 73% in the first half of the year, representing 6% of total foundation sales in this time period, the report found. 

Broken down, this meant that sales of foundations with SPF 50 grew by 114%, those with SPF 40 rose 30% and those with SPF 35 soared to 67%. This move could be because using products that are multi-purpose is a growing trend in the UK, with women now cutting down their skincare regime

Meanwhile, foundations with moisturising properties totalled £30 million in this time period, representing 26% of all foundation sales, while those with balancing benefits reached £17m, amounting to 14% of all foundation sales, the report found.

The CC cream market also grew in strength, with sales increasing 331% year-on-year, accounting for 2% of all foundation sales. 

The growth of make-up with skincare benefits demonstrates that today’s savvy consumer are looking for products that enhance the skin while protecting and perfecting at the same time,” said June Jensen, director of NPD UK beauty. 

“These multi-purpose products streamline the beauty regime and give brands the opportunity to enhance their new product launches with new and exciting ingredients. We can see this trend across other sectors of make-up where sales of lip colour with skincare benefits increased 245% in the first six months of 2019 compared to the same period in 2018.” 

The make-up industry has also become much more shade inclusive. Check out how brands are embracing all ages, races and genders in their products