SPF 50 sales surge as consumers trade up sun protection

London, UK – 24th July 2025 – Prestige suncare value sales in the UK reached their highest levels to date in 2024, according to newly released data from Circana. This surge comes despite a decline in sunshine hours versus the previous year, as reported by the UK Met Office. The growth signals a more educated consumer base, heightened awareness around year-round SPF use (prior to and within make up application), and continued innovation from brands in the category.

The suncare category experienced standout performance in May, generating £3.9 million in sales and growing 31% year-on-year (YoY). Momentum was particularly strong for SPF 50 suncare products, which rose +25.5% YoY (up 33% in May alone), while SPF 30 lines recorded a decline in comparison to 2023 figures, suggesting a trade-up in protection level as consumers become more mindful of sun safety.

Face cream with SPF in particular, generated £29.7 million in sales, remaining flat YoY growth (-0.1%). Within this segment, higher SPF formats outperformed, with SPF 50 face cream growing +32.2%, followed by SPF 25 (+13.1%) and SPF 30 (+9.7%). In comparison, non-SPF face cream rose +8.5% in the same period, reinforcing the consumer’s growing preference for multifunctional skincare.

Foundation and tinted moisturisers with SPF saw a modest increase of +1.0% YoY, totalling £123.4 million. However, growth was polarised by protection level: formats with SPF 25 and over grew +8.3%, while products offering SPF 24 and under declined by -3.3%. For context, non-SPF foundation and tinted moisturisers grew +10.9%, underscoring an opportunity to further educate consumers on the benefits of integrated sun protection in their makeup routines.

Emma Fishwick, UK Account Director at Circana commented: “Affordability remains a cornerstone of prestige suncare’s success. More than half of all suncare units sold in the UK are priced under £20, positioning the category as one of the most accessible across prestige beauty.

“Mineral SPF formats, often considered more environmentally friendly, continue to outpace chemical-based formulas in growth, though the latter still dominate in market share. Ingredient-led innovation, hydration-forward formulations, and radiant finishes have contributed to ongoing excitement in the space, especially around newer SPF 45 entries. 

“Consumers should think of SPF in makeup as the gloss - the real work, however, is done by the base layer.”

The Circana data revealed that seasonality remains a core factor in suncare sales, with nearly half of purchases made between May and August, however growth outside the summer months points to progress in positioning SPF as a daily essential, not just a seasonal product. 

Fishwick concluded: “As awareness around the importance of SPF deepens, we're seeing the results translate into both consumer behaviour and category performance. The opportunity ahead lies in sustained education, continued innovation, and an industry-wide commitment to making SPF both understandable and accessible.”