Superdrug cuts prices of own-brand suncare as it labels SPF as "healthcare essential"

Superdrug is reducing the price of its own-brand suncare range by 20%, helping to ensure customers have access to affordable sun protection amid the cost-of-living crisis.

The reduction will come into effect across 41 products from 31 May and remain in place until the end of the year. This includes SPF protection for adults and children in a range of factors and formats. 

These savings mean that consumers will be able to protect their skin with SPF50 for just over £6, with the retailer's Solait Sun Cream SPF50 reduced to £3.59 and the Solait Kid’s Roll-on Sun Cream SPF50+ reduced to £2.79.

Jamie Archer, Own Brand Director at Superdrug, said: “As a leading accessible health and beauty retailer, we believe that everyone should have access to products that protect their health and wellbeing and at an affordable price.

"Suncream is currently classed as a cosmetic product and therefore carries the VAT associated with it, making it unaffordable for some people.

"We hope that by reducing the price of our Solait range we can help make sun protection more affordable and allow families to stay safe in the sun.”

The move comes as UK charity Melanoma Focus calls on the Government to remove VAT for high-factor suncreams to help make sun protection more accessible to those who cannot afford it.

A survey commissioned by the charity recently found that 1 in 10 people across the UK aren't wearing suncream because it is too expensive and people on the very lowest incomes are less likely to wear sunscreen than any other economic group.

Susanna Daniels, CEO of Melanoma Focus, said: “Skin cancer, particularly melanoma skin cancer, is an extremely serious and growing issue. 86% of melanomas are preventable and therefore, wearing a high SPF sunscreen is a hugely important safety measure for protecting against it.

"This move by Superdrug is a big step in the right direction and a brilliant start to our mission to have VAT removed from all high-factor sunscreens across the UK."

The initiative marks Superdrug's latest efforts to help consumers during the ongoing cost-of-living crisis. The retailer has also recently continued to develop its own-brand offering, price freeze promise and long-term charity partnership with Beauty Banks.

Read TheIndustry.beauty's interview with Superdrug's Head of Own Brand & Exclusives, Emma Monaghan.