Are you applying SPF daily ?

This year, the UK’s fastest-growing online beauty retailer, Face the Future, is on a huge mission dedicated to revolutionising consumers’ attitudes to sun and skin safety. Forget the occasional sunscreen slathering reserved for your summer holidays, Face the Future wants to make daily sunscreen a habit, so has launched the 366 Days of SPF campaign.

The 366 Days of SPF campaign has launched with a YouGov survey of over 2,000 participants – and clearly highlights that the UK population is not adhering to SPF guidelines, putting their skin health at risk.

The vast majority of the UK does not currently follow SPF guidance and does not feel like it is necessary to. Beauty standards of seeking a tan currently outweigh attitudes of worrying about the possibility of skin cancer, and almost half of the population are not familiar with the symptoms of skin cancer.

A large proportion of people find SPF to be expensive (64%), which is putting their skin health at risk.

  • Only 22% of the UK apply SPF daily
  • 68% of the UK are worried about sunburn and only 61% are concerned about skin cancer
  • 64% of the UK say SPF is expensive​
  • 40% of the UK who wear SPF only buy it when they go on holiday
  • 45% of the UK are not worried about getting skin cancer​
  • 46% of the UK are not familiar with the symptoms of skin cancer​
  • 56% of the UK who actively seek a tan do so for confidence​

Face the Future is combatting the SPF squeeze, by cutting VAT on SPF products as part of the campaign.

Director and Co-Owner at Face the Future, Julia Barcoe-Thompson, says: “We believe that everyone in the UK has the right to sun safety and skin health. At Face the Future, we have SPF and suncare products at all price points to ensure that we remain accessible to everyone. However, to further support consumers in their choices, as part of the 366 Days of SPF campaign, we will be cutting VAT on all SPF products for from 14th March – 31st May 2024. We hope that this additional 20% saving will encourage UK consumers to begin or continue their SPF journey.”


The fear of getting sunburn is greater than that of skin cancer for the UK, and almost half of the population are not worried about getting skin cancer, nor are they familiar with the symptoms.

  • 45% of the UK are not worried about getting skin cancer​
  • 46% of the UK are not familiar with the symptoms of skin cancer​
  • 68% of the UK are worried about sunburn and only 61% are concerned about skin cancer


Nearly a third (31%) of the population actively seek a tan, over half of whom do so to look more attractive (53%) and confident (56%). Despite the fact that 72% are concerned about the risks.


  • 31% of the UK don’t think they have any sun damage​
  • 22% of the UK actively seek a tan but feel concerned about the risks​
  • 44% of the UK attribute their skin damage to sunburn, 19% say it’s pigmentation, and 16% say it is due to sunspots


Almost half of the UK population say they do not follow medical advice on wearing SPF on a daily basis.

  • 45% of the UK tend to disagree/strongly disagree with the medical advice to wear SPF every day, even indoors and during winter
  • 48% of the UK say that daily SPF is one of the most powerful anti-agers for your skin​
  • 35% of the UK usually wear less than SPF30​


Almost 1/4 of the UK wear SPF daily, with over half only applying when it is sunny outside. And around 1 in 7 never apply SPF.

  • Only 22% of the UK apply SPF daily
  • 55% only applying SPF when it’s sunny​
  • 14% of the UK never apply SPF​
  • Only 8% re-apply their SPF in a day

The 366 Days of SPF campaign is backed by Amy Callaghan MP, whose VAT Burn campaign calls on the UK government to remove VAT from sunscreen products that have a health benefit. Callaghan says: “I’m delighted to be partnering with Face the Future to support their 366 days of SPF campaign. Too many people still don’t protect their skin from the sun, as their research has found, putting them at risk of melanoma and other skin cancers. It’s high time the UK government took note of these stats and enacted meaningful action to reduce deaths from melanoma and other skin cancers.”


It is also in association with the British Skin Foundation, who comment: “Good sun safety behaviours can play a vital role in reducing the risk of skin cancer, including potentially deadly melanoma. The skin is the body’s largest organ, and it can often be overlooked. That’s why it’s fantastic to see Face the Future commit to educating the wider public on important skin health matters.”

Phil Brady, British Skin Foundation Chief Operating Officer


Kimberley Medd, Head of Clinic, Face the Future, says: “No matter the weather, the sun’s harmful UVA and UVB rays are ever present throughout the year, causing damage to the DNA in your skin cells that can result in premature ageing, skin cancer and a host of other skin-related issues. Because of this, it’s important to wear your shield of UV protection every day to protect your skin against the likes of melanoma skin cancer.”



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