Suncare sales rise 10% as SPF becomes year-round essential

Suncare sales have risen by 10% to reach £444.9m as an increasing number of consumers wear SPF all year round.

New data from Circana shows retail sales, including chemists and health & beauty retailers, were up by 17% compared with two years ago [52 w/e 25 April 2026].

The growth comes as UK sunshine hours rose by 11% year on year and 13% above the long-term average last year.

Demand for face SPF is higher than ever, Circana said. Suncare sales through premium channels including department stores, beauty specialists and e-commerce retailers rose by 31.4% in 2025, a significant increase on the 6.3% growth of 2024.

While nearly half of sales occur from May to August, prestige SPF sales grew by 40% from September to December 2025 compared with 2024.

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,” she added.

“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.”

SPF 50 products grew by 42.5% to account for 80% of the prestige face sun protection market in 2025, up from 70% two years ago.

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%, Circana said.

Fishwick added: “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.”