SPF 50 sales soar in UK as consumers embrace daily sun protection
Sales of prestige SPF products have hit new heights in the UK, with consumers increasingly prioritising high-factor sun protection in both skincare and makeup routines, according to new data from analytics firm Circana.
The data reveals that prestige suncare sales reached their highest value to date in 2024, despite a drop in overall sunshine hours.
For the purpose of the study, Circana Prestige Beauty in the UK provided insights from its electric point of sale (EPOS) data, comparing beauty (including suncare) performance in 2024 vs 2023, in addition to May 2025 vs May 2024.
Prestige suncare refers to premium SPF products typically sold through department stores, specialist beauty retailers and high-end e-commerce platforms, often featuring advanced formulations and skincare-led innovation.
Experts attribute the growth to heightened consumer education, a stronger focus on year-round skin protection and continued innovation from beauty brands.
SPF 50 outperforms lower formats as consumers look for higher protection
In May 2025 alone, UK prestige suncare sales reached £3.9m – up 31% year-on-year.
The standout performer was SPF 50, which saw a 25.5% increase in sales across the year and an impressive 33% boost in May.
In contrast, sales of SPF 30 products declined, indicating a clear consumer shift towards higher protection.
“Consumers are becoming more mindful about sun safety,” said Emma Fishwick, UK account director at Circana.
“We’re seeing a trade-up to higher SPF, especially in facial skincare and hybrid makeup products.”
Face cream with SPF 50 sees strongest growth in skincare segment
Face creams with built-in SPF generated £29.7m in sales, with high-protection formulas driving the category. SPF 50 face creams grew by 32.2%, outpacing lower-SPF options.
Even non-SPF face creams saw growth (+8.5%), but not to the same extent, signalling a preference for multifunctional skincare.
Meanwhile, foundation and tinted moisturisers with SPF recorded £123.4m in sales – a modest 1% growth year-on-year.
However, consumer preference skewed clearly towards products offering SPF 25 and above (+8.3%), while those with SPF 24 or lower saw a decline (-3.3%).
“Consumers should think of SPF in makeup as the gloss – the real work is done by the base layer,” Fishwick noted, reinforcing the importance of dedicated sun protection.
Read about why you can't get adequate sun protection from foundation alone here.
Mineral SPF and ingredient innovation drive consumer excitement
Prestige suncare is also proving to be one of the most accessible categories in beauty, with more than half of all units sold in the UK priced under £20.
Fishwick explained, “Affordability remains a cornerstone of the category’s success.”
Mineral-based SPF formulations are growing at a faster rate than chemical formats, though the latter still lead in market share.
Hydration-boosting formulas, radiant finishes and innovations like SPF 45 are also fuelling consumer interest.
More consumers now use SPF daily, not just in summer
While seasonality remains a strong factor – nearly half of SPF purchases are made between May and August – Circana’s data shows growing momentum in off-season months, pointing to progress in repositioning SPF as a daily skincare essential.
“As awareness around the importance of SPF deepens, we're seeing this reflected in consumer habits and market performance,” Fishwick said.
“The opportunity ahead lies in sustained education, continued innovation and an industry-wide commitment to making SPF both understandable and accessible.”
Find out why skin cancer charities are campaigning for VAT to be scrapped on SPF products here.
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