The UK’s SPF habits revealed
A OnePoll survey of 2,000 UK adults highlights some worrying patterns:
- Only 1 in 6 Brits (16%) wear SPF every day
- 77% still treat SPF as seasonal, mainly using it in summer
- 1 in 5 rarely wear SPF, and 7% never use it at all
- 33% rely on makeup or moisturiser with SPF instead of proper suncream
- Nearly half (47%) have experienced sunburn due to inconsistent use
- 60% believe SPF should be VAT-free, pointing to cost as a barrier
“Every day without SPF is cumulative damage”
Kimberley Medd, Clinic Lead at Face the Future, says many people underestimate the impact of daily exposure.
She explains:
“UVA rays don’t care if it’s cloudy, winter, or if you’re sitting by a window. Every day without proper SPF is cumulative damage - it accelerates ageing and raises your skin cancer risk. Millions of Brits are leaving themselves completely unprotected.”
The myths still driving behaviour
The research also highlights several misconceptions still influencing SPF use:
- 37% believe UK weather means SPF is unnecessary
- Nearly 1 in 2 use lower SPF or under-protect on cloudy days
- 1 in 3 only apply SPF to their face, leaving areas like the neck, chest and hands exposed
- 1 in 8 avoid SPF due to ingredient fears or “clean beauty” concerns
“Awareness isn’t enough”
Julia Barcoe Thompson, Co-Owner and Director at Face the Future, says education alone is not changing behaviour.
She explains:
“Our 2026 survey shows awareness isn’t enough. People know SPF matters, yet most still skip it or rely on makeup. We’re here to fix that — and removing VAT is a simple, powerful way to make protection a no-brainer every single day.”
A push towards daily protection
The 365 Days of SPF campaign is now live, with VAT removed from selected SPF products for a limited time.
As awareness grows, the message remains clear: SPF is not just for summer, it is a daily essential for long-term skin health.
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