In the United Kingdom, sales of luxury sun care products reached a record high in 2024, according to data from market research firm Circana, despite fewer hours of sunshine than the previous year. This trend was driven by better-informed consumers who are more attentive to daily SPF use (including under makeup) and by continuous innovation from brands.
In May 2025, the sunscreen category generated £3.9 million in sales (up 31% year-on-year).
SPF 50 products saw significant growth (+25.5% over the year, +33% in May), while SPF 30 products declined. This is a sign that consumers are “moving upmarket” to protect themselves more.
The trend is also evident in face creams. The segment remains stable at £29.7 million (-0.1%), but SPF 50 products jumped by +32.2%, ahead of SPF 25 (+13.1%) and SPF 30 (+9.7%). “Affordability remains a pillar of prestige sunscreen success. More than half of the units sold in the UK are priced at less than £20, making this category one of the most affordable in the prestige segment,” says Emma Fishwick, UK Account Director at Circana.
Innovation and mineral formats
Mineral formulas, often perceived as more environmentally friendly, continue to grow faster than chemical formats, even though the latter still dominate in terms of market share. “Innovation focused on ingredients, moisturizing formulas, and luminous finishes is maintaining the segment’s appeal, particularly with the arrival of SPF 45 formats, which are generating curiosity,” observes Emma Fishwick.
In makeup, foundations and tinted moisturizers with SPF are growing slightly (+1%), but SPF 25 and …
