Suncare Becomes More of a Year-Round Pursuit

European suncare has become a year-round purchase for many consumers who have come to accept sun protection as an integral part of daily skincare routines. Climate change and more frequent heatwaves are undoubtedly contributing to this behavioral change, coupled with an awareness of the effects of sun damage on the skin. This has led to strong innovation across the sector and the launch of new formats, brands and products from across the globe. 

According to Euromonitor International, the European suncare market was valued at $4.58 billion in 2025 and forecast to increase by 4.7% to reach $4.8 billion in 2026. 

The UK is the largest market in Europe for suncare, valued at $821.2 million in 2025 and forecast to increase by 2.9% in 2026. Italy registered $748.3 million and Spain $731.3 million in 2025, growing by 4.1% and 4.8% respectively.

Sun Care Integrates into Daily Skin Routines

The last two summers of prolonged heatwaves across Europe may be the start of a trend and a consequence of long-term climate change. Emilie Hood, senior consultant, Euromonitor International contends that hotter temperatures, longer summers and more frequent heatwaves are increasing consumer awareness of UV exposure. “Consumers increasingly view sun protection as part of their everyday skin routine rather than a product reserved for holidays,” she explains, noting that consumer choices are increasingly based around concerns about photoaging, hyperpigmentation and long-term skin health. 

This shift is evident in the number of suncare brands diversifying their ranges to include products with skincare claims. A key contributor is European dermocosmetics and dermatologist-backed brands, which are performing strongly across Europe. 

L’Oréal-owned La Roche-Posay is the UK’s leading dermatologist-recommended brand and recently partnered with the All England Lawn Tennis Club as the exclusive sun care supplier for the Wimbledon Championships. During the two-week tournament in June 2026, which coincided with hot sunny weather, the brand distributed more than 500,000 sunscreen samples. The Anthelios UV Sport range was launched at the same time as the tournament and consists of products formulated to deliver high-performance protection during sport and to help skin withstand the challenges of heat, sweat, movement and prolonged sun exposure. 

Other high performing European dermo-suncare brands include Eucerin (Beiersdorf), which has a range of products for specific sun-related issues, including Sensitive Protect, Pigment Control, Photoaging Control and Sun Allergy Protect. Avene (Pierre Fabre Group) uses a patented filtering system in its sun care products, which is said to increase the skin’s level of protection against photo aging due to the sun’s blue light, thereby offering high protection against deep and visible skin damage. 

Another noteworthy dermatologist endorsed suncare brand is Spanish Cantabria Labs Heliocare, which features ASPA-Fernblock, a powerful antioxidant containing a patented extract of the Polypodium leucotomos fern to help prevent and repair damage caused by daylight and environmental free radicals, and premature skin aging. The formula also contains ASPA from the Aspalathus linearis plant, commonly known as Rooibos, which is rich in flavonoids and exclusive to Cantabria Labs products. 

Lighter, Skin-Friendly Formulations

Euromonitor International survey data reveals a move away from traditional heavy, greasy formulations associated with sunscreen towards products that are similar in feel to skincare and makeup. These include ultra-light fluids, invisible mineral formulas, solar waters and tinted hybrid formats, which are suitable for use under or over makeup, and deliver on cosmetic effects such as glow, hydration and complexion enhancement. 

British Summer Time SPF30 is a new fast-absorbing non-greasy organic sun cream from London-based Pai Skincare that is aimed at the 50% of British Pai customers who have reacted negatively to an SPF. The formulation is based on natural zinc oxide and offers broad spectrum protection without leaving a white cast. 

Portable formats are also on the rise, such as sunscreen sticks and mists, which are more convenient for frequent reapplication throughout the day. Examples include La Roche Posay Anthelios UVAir Vitamin Sun Stick SPF50+ and Caudalie Invisible High Protection Spray SPF50. 

Innovation from Korean Suncare Brands

Driving this change for new textures and formats are launches from the Korean brands that are infiltrating the European market. For more on K-Beauty, go here.

Brands such as Beauty of Joseon, Round Lab and Anua are available in UK retail and online at competitive price points and tend to be perceived by consumers as being more innovative than local brands. 

“The success of Korean brands in Europe is best explained by a combination of innovation, accessibility and digital influence rather than any single factor. They are particularly successful at presenting sunscreen as a desirable skincare product with lightweight textures, elegant formulations and skincare ingredients that improve the user experience,” maintains Hood. 

Another factor in the success of Korean brands in Europe is their ability to connect directly with consumers on social media and shopping platforms such as TikTok. This is where consumers can pick up details of new product launches and learn about formulations, ingredients and usage, which help to drive brand awareness.

Euromonitor has identified the growing importance of algorithm-driven beauty discovery, creating favorable conditions for digitally agile brands. 

Meanwhile, Korean brands Beauty of Joseon and Skin 1004 are also gaining a strong European retail presence. Beauty of Joseon is available in the UK in Pure Seoul, a dedicated Korean beauty retailer, Boots, Sephora, Superdrug and John Lewis (department store). Skin 1004 has listings in Sephora, Rossmann (Germany) and Druni (Spain). 

Future Prospects

Euromonitor’s Hood believes that the future of suncare in Europe is likely to be shaped by the category’s continued evolution from sun protection to skin health protection. Daily SPF usage may be the key to future growth, along with the development of multifunctional products that offer additional benefits such as hydration, barrier support, anti-aging and complexion enhancement. 

Texture innovation will also play an important role in winning over consumers who may have been deterred from using sun protection products that have a heavy and sticky feel on the skin. 

Dermo-cosmetic brands and Korean formulations will be at the forefront of driving more regular use of sun protection products throughout the year. 

According to Hood, “The biggest winners in suncare are likely to be brands that combine high efficacy, elegant textures, multifunctional benefits and strong digital engagement.”

Imogen Matthews

Headington, Oxford UK

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry. www.imogenmatthews.co.uk