UK suncare sales hit £444.9m as SPF becomes a year-round skincare habit

UK suncare sales reached £444.9m in the 52 weeks to 25 April 2026, up 10% year-on-year and 17% on two years earlier, according to new data from Circana.

From holiday buy to daily routine

Sales through department stores, beauty specialists, and eCommerce rose 31.4% in 2025, with unit sales up 37.4% — a steep acceleration on 2024's 6.3% unit growth. Prestige SPF sales grew more than 40% between September and December 2025 despite colder weather, signalling a shift from seasonal purchase to year-round skincare staple.

Within prestige face protection, SPF 50 grew 42.5% to take 80% of the market, up from 70% two years ago. Lightweight, skincare-led formats led the charge with serum SPF up 102% and milk-based formats up 203%.

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.

"SPF is no longer viewed by consumers as something reserved for holidays or periods of sunny weather," said Emma Fishwick, UK account director at Circana. "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."