Sun protection is no longer confined to the summer months. As consumers place greater emphasis on long-term skin health and preventative skincare, SPF has become an everyday essential, creating new opportunities for innovation across the beauty industry.
According to THG LABS’ newly released Suncare 2026 Trend Report, the category is evolving beyond traditional sun care. Two key trends are reshaping consumer expectations: skinification and sunification.
Skinification sees consumers seeking SPF products that deliver skincare benefits alongside UV protection, while sunification reflects the growing demand for sun protection in products that have not traditionally contained SPF, from complexion products and lip care to scalp and hair care.
As a result, today’s consumers expect more from their SPF. Performance, skincare benefits, wearability and sensory experience are all equally important, with formulas needing to protect while feeling comfortable enough for daily use.
The report highlights how these changing behaviours are driving significant opportunities for brands. Premiumisation continues to accelerate, hybrid product formats are gaining momentum, and new white space is emerging across categories including scalp care, lip care, dermocosmetics, longevity-focused SPF, inclusive sun protection and body areas that have historically been overlooked.
Inside the report, THG LABS’ Product Innovation experts explore:
- The key trends driving the next phase of growth in the suncare category.
- How skinification and sunification are influencing new product development.
- Emerging opportunities across skincare, make-up, haircare and specialist SPF formats.
- The rise of premium, treatment-led and longevity-focused sun protection.
- UK and global market insights alongside evolving consumer behaviours.
- Innovation opportunities across ingredients, formats, product claims and positioning.
- Expert predictions on the future direction of SPF.
Whether you’re looking to expand an existing SPF portfolio or enter the category for the first time, the report provides valuable insight into where the greatest opportunities for innovation and growth lie.
Download the full Suncare 2026 Trend Report HERE.
