The UK sun care market continues to grow rapidly as consumers increasingly prioritise SPF and skin protection, finds analytics firm Circana.
Research reveals wider retail sales across all UK outlets reached £444.9 million in April 2025 vs April 2026, a 10% year-on-year increase.
The growth comes as UK sunshine hours soar, rising by 13% above the long-term average, helping drive demand for sun care products across the country.
As the UK experienced its hottest May day on record last month, with temperatures exceeding 35°C, Circana’s latest analysis is amid growing political and public health focus on UV safety.
This follows the launch of a major new report from the All-Party Parliamentary Group for Beauty, Hair and Wellbeing calling for stronger national action on UV protection and skin cancer prevention.
Prestige sun care sales soar
Demand for face SPF is higher than ever, with prestige suncare sales recently reaching record levels in the UK.
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.
Circana’s latest data shows that between January and December 2025, prestige suncare sales rose 31.4%, whilst unit sales showed an impressive increase (+37.4%).
Customers are increasingly treating sun protection as an everyday skincare essential rather than a seasonal holiday purchase.
While seasonality remains important, with nearly half of prestige UK suncare sales during 2024 and 2025 occurring between May and August, year-round demand is growing rapidly.
Prestige SPF sales increased by more than 40% year-on-year between September and December 2025, despite colder weather conditions.
Importantly, growth was driven by rising consumer demand rather than higher pricing.
The average selling price declined (-4.4%) in December 2025 vs December 2025, suggesting shoppers are increasingly seeking affordable SPF options and brands are competing on accessibility and value.
Consumers see SPF as a daily essential
“SPF is no longer viewed by consumers as something reserved for holidays or periods of sunny weather,” said Emma Fishwick, UK Account Director at Circana.
“It has become firmly embedded within daily skincare and wellness routines, particularly for facial skincare.
“Daily sun protection should not be a luxury; it should be an everyday habit, and price should never be a deterrent to protecting skin health and preventing future damage."
Fishwick explains that consumers are becoming far more educated about skin health, ageing, and year-round UV exposure, driving strong demand for higher SPF protection and multifunctional skincare formats.
Growth is not solely happening at the premium end of the market, consumers are actively seeking products that balance efficacy, skincare benefits, and affordability, creating significant opportunities for both prestige and accessible brands.
SPF 50 and skincare-led formats drive prestige sun care growth
The strongest growth in prestige suncare comes from face SPF products, with consumers increasingly prioritising higher-protection formats.
SPF 50 products recorded sales growth of 42.5% year-on-year and now account for 80% of the prestige face SPF market in 2025 - with SPF 30 lines declining.
Lightweight, skincare-led SPF formats are seeing particularly strong momentum, with serum SPF products growing 102% year-on-year and milk-based formats up 203%.
Mineral skincare dominates
Demand for prestige mineral suncare marketed as reef-safe continues to grow as consumers become more environmentally conscious.
But while these products outperformed chemical formulas in 2024, Circana’s 2025 figures show chemical-filter suncare is regaining momentum.
Sales of chemical formula suncare rose 44% year-on-year vs 23% growth for mineral products, reflecting continued consumer preference for lighter, more cosmetically appealing formulas.
“The prestige suncare category is rapidly evolving and the evolution of SPF is far from over,” Fishwick concludes.
Brands and retailers continue to “reposition sun protection around skincare performance, prevention, and daily wellness rather than purely seasonal sun exposure.
“Future growth is expected to focus on hybrid skincare innovation, inclusive skin solutions, and formats designed to support daily use and consumers' on-the-go lifestyles.”
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