British SPF brand Hello Sunday has stepped into the political spotlight this Sun Awareness Week, joining forces with the British Beauty Council and a coalition of major industry players to support the UK’s first Parliamentary inquiry into UV safety. The move marks the launch of the UV Safety Initiative, aimed at transforming public understanding of sun protection and pushing for long-term changes in access and education.
Hosted by the All-Party Parliamentary Group (APPG) for Beauty & Wellbeing, the inquiry will gather evidence from brands, retailers, health experts and policymakers to examine how the UK can better tackle the growing health threat posed by UV exposure. The initiative comes as melanoma cases are predicted to surge to 26,500 annually by 2038.
Hello Sunday – known for its mission to make daily SPF use a non-negotiable – is a founding brand partner of the initiative and has already taken practical steps by offering “VAT-free” SPF skincare bundles on its website to address the affordability barrier around sun protection.
“Hello Sunday is committed to making SPF a right and not a privilege,” said Amy Ford, Founder of Hello Sunday. “As an essential item, VAT should be removed from sunscreen and daily SPF should be as accessible and habitual as brushing your teeth – not reserved for when it’s sunny. We’re proud to be one of the founding brands to stand alongside the British Beauty Council and industry leaders to push for long-term, meaningful change.”
The beauty sector has long called for action on UV safety, and the UV Safety Initiative brings together a powerful coalition that includes retailers such as Boots, LookFantastic and Debenhams, as well as brands like L’Oréal Groupe, Face The Future and BYOMA.
Speaking at the Parliamentary event, Caroline Hirons, renowned beauty expert and British Beauty Council ambassador, highlighted the public’s misunderstanding of SPF and stressed the need for better education: “In the UK, nearly 9 in 10 cases of melanoma are preventable through better sun safety. I’ve long advocated for daily SPF use – it’s one of the simplest, most effective steps in any skincare routine.”
“As a room full of beauty experts, we have a responsibility to educate consumers – starting with the fact that SPF30 does not mean you can stay in the sun 30 times longer without burning! It’s time for brands, influencers, policymakers and retailers to come together to tackle an issue that can be significantly reduced through clear education, better signposting and collective advocacy.”
The inquiry, chaired by Carolyn Harris MP, aims to deliver concrete recommendations to both government and industry. The Council hopes these will include reclassifying sunscreen as an essential healthcare item and removing VAT entirely – a policy backed by recent findings from Melanoma Focus, which estimated a potential £128 million in annual NHS savings from increased SPF use.
Millie Kendall OBE, CEO of the British Beauty Council, described the launch as a pivotal moment: “With rates of melanoma increasing and stats showing that 3 in 4 neglect to address sun damage, now’s the time to kickstart this vital work. The Council is thrilled to have support from this initial group of leading retailers and brands and is excited to accelerate cross-industry participation over the coming years.”
The UV Safety Initiative will run throughout the year and lay the groundwork for a dedicated UV Safety Coalition, which will champion the recommendations from the APPG’s final report in 2026.
As the beauty industry rallies behind this vital cause, Hello Sunday’s latest efforts reaffirm its role as a leader in sun safety – proving that beauty can be a powerful driver of health and policy change.
