Texture emerges as top priority in suncare selection, new study finds

New data has revealed that texture plays a key role in suncare habits, with nearly 7 in 10 people (69%) saying it’s an important factor when choosing a product.

It comes as 26% have avoided sunscreen due to disliking its texture, and 28% have skipped use altogether because of how it feels on their skin.

The most off-putting textures reported were greasy (41%), sticky (38%), and those that leave residue (22%), according to new research from Nivea.

In fact, 35% of consumers say they’ve changed sunscreen brands specifically due to the texture.

Additionally, 54% of those surveyed say they’d be likely to use sunscreen if it felt more like skincare and 51% are more likely to wear sun protection daily if the formulation was more comfortable.

Fast absorption and a non-greasy feel are among the top factors that consumers look out for, with 35% prioritising quick absorption and 33% seeking non-greasy formulas.

As British summer time approaches, the news comes as sun protection continues to drive conversation. Last month, the British Beauty Council launched a new initiative to unite beauty businesses in raising awareness about the importance of UV safety. The campaign aims to educate consumers on the risks of sun exposure and improve access to SPF products, promoting healthier habits across the UK.

Meanwhile, teen beauty brand indu introduced a new campaign to spotlight the gaps in SPF usage among UK girls, after research revealed that fewer than one in three wear SPF daily.