UK suncare market surges as daily SPF use drives double-digit growth

The UK suncare market continues to show strong growth, according to new data from Circana, as consumers place increasing importance on SPF and year-round skin protection.

Total retail sales across all UK outlets, including chemists and health and beauty retailers, reached £444.9 million in the 52 weeks to 25 April 2026. This represents a 10% year-on-year increase and a 17% rise compared with two years earlier.

The category's growth has been driven in part by warmer weather, which has boosted demand for suncare products.

It also comes amid heightened public and political attention on UV protection, following the UK's hottest May day on record last month, when temperatures exceeded 35°C, and the high-temperature warnings issued ahead of this week's heatwave.

The data follows the publication of a report from the All-Party Parliamentary Group for Beauty, Hair & Wellbeing, which calls for stronger national action on UV safety and skin cancer prevention.

The report, A Preventable Crisis: The Case for a National UV Safety Strategy, is based on a year-long inquiry and recommends a coordinated national approach to UV protection and skin cancer prevention, as cases of skin cancer continue to rise in the UK.

Prestige suncare has seen particularly strong momentum, with face SPF driving much of the category's growth and recent sales reaching record levels in the UK.

The data suggests consumers are increasingly treating sun protection as a daily skincare step rather than a seasonal or holiday-specific purchase.

While seasonality remains relevant - nearly half of prestige UK suncare sales in 2024 and 2025 occurred between May and August - demand is becoming more consistent year-round. In fact, prestige SPF sales increased by more than 40% year-on-year between September and December 2025, despite colder seasonal conditions.

Growth has also been driven by consumer demand rather than price increases. The average selling price fell by 4.4% over the 12 months to December 2025, to £18.70, indicating increased demand for more affordable SPF options and stronger competition around price and accessibility.

Emma Fishwick, UK Account Director at Circana, said: “SPF is no longer viewed by consumers as something reserved for holidays or periods of sunny weather. It has become firmly embedded within daily skincare and wellness routines, particularly for facial skincare.

“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. However, there is still much work to be done.

“What is particularly interesting is that growth is not only 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.

“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."

Within prestige suncare, the strongest growth is coming from higher-protection formats. SPF 50 products increased sales by 42.5% year-on-year and accounted for 80% of the prestige face SPF market in 2025, up from 70% two years earlier, while SPF 30 products declined.

Skincare-led and lightweight formats are also expanding. SPF serums have grown by 102% year-on-year, while milk-based formats are up 203%.

Fishwick concluded: “The prestige suncare category is rapidly evolving and the evolution of SPF is far from over, with brands and retailers continuing 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.”

To hear from a leader in the suncare market, Portia Dieguez, Chief Strategy Officer at SunsolveMD, will be speaking at the inaugural TheIndustry.beauty Summit on 1 October 2026.

The event will take place at one of London’s most exciting new venues, The Forum, Leadenhall, bringing together leading voices from across the beauty industry. Tickets available for purchase here.