The British Beauty Council Calls for an End to the Sunscreen Tax

Wednesday, 13 May 2026 – 5 min read

Today marks a significant moment in the conversation around UV safety in the UK. The British Beauty Council’s UV Safety Initiative has officially launched its landmark report, A Preventable Crisis: The Case...

Jessica Oram Content Editor

Today marks a significant moment in the conversation around UV safety in the UK.

The British Beauty Council’s UV Safety Initiative has officially launched its landmark report, A Preventable Crisis: The Case for a National UV Safety Strategy, at Westminster’s Portcullis House, bringing the issue of UV protection directly to Parliament for the very first time.

As proud supporters of the UV Safety Coalition for the second consecutive year, Face the Future is honoured to stand alongside industry leaders, healthcare professionals, and campaigners like Jessica Zbinden Webster, calling for meaningful change around sun safety education, accessibility and prevention. Today, our Co-Owners Paul Thompson and Julia Barcoe-Thompson are excited to attend Parliament to support the launch of the report and the conversations that follow.

What does the new report cover?

The APPG report outlines what it describes as “a severe, yet entirely preventable, public health crisis in the UK” caused by overexposure to ultraviolet radiation. Despite UV radiation being classified by the World Health Organisation as a Group 1 carcinogen, the UK still lacks a cohesive national UV safety strategy.

The statistics are sobering. Melanoma is now the fifth most common cancer in the UK, with around 2,600 deaths every year - more than seven people every day. The report also highlights that approximately 86% of melanoma cases and 90% of non-melanoma skin cancers are preventable through better UV protection and awareness.

What are we doing to support?

For us at Face the Future, these conversations are deeply important. Sun protection has been part of our DNA since the very beginning. With roots as an advanced skin clinic dating back to 2005, educating customers about skin health, UV exposure and SPF has always been central to what we do.

That commitment continues through our annual 365 Days of SPF campaign (backed this year by Altruist, Ultrasun, Eucerin, and Heliocare) - an initiative designed to challenge the misconception that sunscreen is only necessary during holidays or heatwaves. Because the reality is simple: UV exposure happens every day, even in the UK.

Our latest independent research, conducted with 2,000 UK adults, revealed a major gap between awareness and action when it comes to SPF habits. Only 1 in 6 Brits wear SPF daily, while 77% still see sunscreen as a seasonal product used mainly during summer. Nearly half admitted they had experienced sunburn due to inconsistent SPF use, and 37% believed UK weather meant SPF wasn’t necessary year-round.

Why do we believe in the VAT Burn on sunscreen?

Perhaps most significantly, 60% of those surveyed said sunscreen should be VAT-free, reinforcing one of the report’s most important recommendations: ending the so-called “sunscreen tax”.

Currently, sunscreen is taxed at 20% VAT in the UK because it is classified as a cosmetic product rather than a preventative healthcare product. The APPG report argues this not only increases costs for consumers but also reinforces the dangerous perception that SPF is optional or seasonal rather than an everyday essential.

The report recommends reducing VAT to zero on children’s SPF products rated SPF30 and above, and reducing VAT on adult SPF products to 5%, aligning sunscreen with other preventative health products. This is something we strongly support!

Earlier this year, as part of our 365 Days of SPF campaign, we removed VAT from selected SPF products to help make daily sun protection more accessible. But long-term change requires industry and government to work together, exactly as this report recommends.

What are our thoughts on sunscreen education in schools?

Education is another key focus of the APPG’s findings, particularly around young people and misinformation online. The report calls for long-term public awareness campaigns and mandatory UV safety education in schools. As an education-first retailer, this is something we are passionate about supporting.

Earlier this year, we delivered educational workshops within our local community at Castleford Academy to help improve understanding of daily UV protection and safe SPF use. Speaking about the launch of the report, Paul Thompson and Julia Barcoe-Thompson said:

“We’re delighted to support the British Beauty Council’s UV Safety Initiative and to see the launch of its report, which we hope will encourage government action to remove VAT on sunscreen in the UK, helping to improve access to daily sun protection, reduce skin cancer rates and protect skin from harmful UV radiation. As an education-first beauty retailer, we also fully support the report’s recommendations around UV education within both primary and secondary schools.”

What's the next step?

Today’s launch in Parliament feels like an important step forward - not just for the beauty industry, but for public health.

The conversation around SPF is changing. Sunscreen is no longer just a holiday essential; it is preventative healthcare. And through continued education, accessibility and collaboration, we hope to see meaningful progress toward a future where UV safety is treated with the seriousness it deserves.

To learn more about our 365 Days of SPF campaign and discover SPF education, advice and products, visit our campaign page.