In January 2025, online retailer Face the Future commissioned an independent YouGov survey of 2,081 people in the UK, to find out more about their use of SPF and attitudes to sun care.
The research shows that more British people prioritise moisturiser (32%) over the use of sunscreen (23%) as the most important step in their skin care routine.
Almost half of those quizzed (45%) said they don’t apply SPF on a daily basis and only 55% were aware that UVA rays were the leading cause of premature skin ageing.
People seemed to take the topic more seriously as they got older, as two thirds of the participants (69%) said they understood the health and beauty benefits of using SPF more now than when they were younger.
It also appeared that the best ways brands could encourage daily use of sun protection is through including SPF in makeup/skin care products.
Educating consumers on sun care
There were some key points for sun care brands to note on how they can educate people on SPF use.
For example, those questioned said they learned more about SPF from beauty brands (17%) and retailers (13%) rather than social media platforms such as TikTok (8%). However, the most likely way they receive education on how to use SPF products was via family (25%) and friends (20%), while only 14% said through their GP.
While there is still work to be done in educating the UK’s attitude on SPF application, Face The Future highlighted that its 204 YouGov survey found that only 22% of the UK applied SPF on a daily basis, while a year later in 2025, almost half of those quizzed were now applying sunscreen to their face on a daily basis.
Director at Face the Future, Julia Barcoe Thompson, highlighted that skin cancer and premature ageing caused by UV rays can be prevented if action is taken and that brands have a prime opportunity to educate people on the topic.
“Previously, we found that from the 40% of the UK who wear SPF, they only buy it to wear when they go on holiday, that almost half of the UK (48%) were not familiar with the symptoms of skin cancer, and that shockingly only 22% of the UK apply SPF at least once daily,” she said.
After seeing these results, the e-tailer has made a mission of furthering educate people on UVA/UVB and “promote a positive change in attitudes towards sun health,” she said. “We strive to help the public understand how preventable sun damage can be.”
The firm has also just launched its ‘Burn the VAT’ initiative, which involves removing 20% from all products marked as SPF.
“Consumer feedback and sales showed that our 2024 SPF campaign influenced purchasing habits, as SPF sales increased significantly, with over 40,500 units sold in 2024 alone,” Barcoe Thompson concluded.