A new nationwide initiative has been launched, bringing together a number of leading beauty brands and retailers to highlight the importance of UV protection and improve consumer access to SPF products.
With skin cancer cases expected to rise significantly in the coming years – Cancer Research UK projects melanoma diagnoses could reach around 26,500 per year by 2038 – the campaign aims to address persistent gaps in public awareness about the risks of UV exposure and how to mitigate them effectively.
This cross-industry effort has gained early support from companies including Lookfantastic, Boots, Debenhams, Face The Future, Byoma, Hello Sunday, No7 Beauty Company and the L’Oréal Group. It is the first collaborative campaign of its kind in the UK focused specifically on UV safety messaging.
As well as promoting education and behaviour change among consumers, the campaign will contribute evidence and insight to policymakers and stakeholders, with the intention of encouraging broader systemic change in how UV protection is approached.
The campaign will run in parallel with the All-Party Parliamentary Group (APPG) for Beauty & Wellbeing’s inquiry into UV safety, which is being led by Carolyn Harris MP. The inquiry will examine current levels of understanding and exposure, and is expected to issue a set of recommendations to industry and government in spring 2026.
A key outcome of the campaign will be the formation of a new UV Safety Coalition, which will continue the work beyond its initial phase. The British Beauty Council has helped facilitate early collaboration and is encouraging wider industry participation to help grow the initiative and expand its reach.
