The Rising Cost of Sun Protection: Can the UK Afford to Stay Safe?

Skin cancer is now the most common cancer in the UK, and cases are still rising. But while awareness around UV exposure has grown, the truth is many people still don’t use sunscreen as often (or as thoroughly) as needed. Why? A big part of the answer is cost.

Skin Cancer in the UK: The Facts

• Non-melanoma skin cancer (NMSC): Over 230,000 cases are diagnosed annually in the UK, with numbers projected to reach 400,000 by the end of 2025.
• Melanoma: Around 20,000 new cases annually, expected to reach 26,500 by 2040.
• Both are primarily caused by UV radiation from the sun or sunbeds.

UVA vs UVB: Why It Matters Year-Round

UV radiation is invisible but powerful. Even on cloudy days, it can damage skin cells. Cumulative exposure over time increases your risk. That includes everyday exposure, not just holidays or heat waves. Not all UV rays are the same, and understanding the difference is key to protecting your skin.

UVB rays are strongest in summer and at midday. They cause sunburns and can directly damage DNA, which can lead to skin cancer. In contrast, UVA rays are stealthier and more persistent. They make up most of the UV radiation that reaches Earth, present all year round from sunrise to sunset, even on cloudy or cold days. Unlike UVB, UVA rays can pass through glass and clouds, reaching deep into the dermis and causing long-term structural damage. They are also the main cause of tanning, which, despite seeming healthy, is the skin’s response to trauma. UVA is a major cause of photoaging, contributing to wrinkles, sagging, pigmentation, and the loss of skin firmness, and it plays a role in every type of skin cancer.

Sunscreen Works, But Many Can’t Afford to Use It

We’re told to wear sunscreen every day, not just in summer. That’s because UVA rays are present year-round, from sunrise to sunset, even on cloudy days or through windows. Dermatologists recommend applying sunscreen 15–30 minutes before exposure and reapplying every two hours, especially after swimming or sweating. They also urge the use of SPF 30 or higher with strong UVA protection, often shown as 4–5 stars on UK labels. But the reality for many households looks very different. 67% of people say they would use sunscreen more often if it were cheaper, and 1 in 10 skip it altogether because of the cost. Parents are especially impacted, 12% say they simply can’t afford to apply sunscreen on their children daily. This isn’t about choice anymore; it’s about affordability.

Even the most budget-friendly sunscreens, priced at £2.99 for 200ml, add up quickly. Adults need around 35–40ml per full-body application, which can mean using up to 140ml a day when following dermatological guidelines. That’s £2.10 per day per adult, or £8.40 daily for a family of four and nearly £60 a week, even with the cheapest options. This turns sun protection into a financial burden for many families. Unsurprisingly, there’s growing public support for change 82% of people now back campaigns to remove VAT from sunscreen. Because staying safe should be accessible for all.

Is UPF Clothing the Missing Link?

Sunscreen works best when it’s affordable and used properly, but that’s not always realistic. That’s where UPF clothing comes in.

• UPF = Ultraviolet Protection Factor (like SPF, but built into fabric)
• UPF 50 fabric blocks 98% of UVA and UVB rays
• Doesn’t wear off like sunscreen, reapplied every two hours or comes with an expiry.
• Great and easy for kids, outdoor workers, and anyone on the go.

Skin cancer is largely preventable. But prevention should be accessible, affordable, and easy for everyone. That’s why we are creating UPF clothing without harmful chemicals, toxins, or a luxury tag. Safe for your skin and the planet.