Face The Future has announced it will be burning VAT on their SPF brands, for the second time, until 31st October.  

Last year, Face The Future’s sales increased significantly, with over 40,500 units of SPF products sold during 2024’s SPF burn, highlighting a difference in consumer behaviour in purchasing SPF products.

Participating brands in the 2025 VAT burn include La Roche-Posay, Bioderma, Eucerin, Bondi Sands, Hello Sunday and more.  

Julia Barcoe-Thompson, owner and director of Face The Future, says: “We started our 365 Days of SPF Campaign in 2024, to highlight the importance of wearing SPF in our everyday lives. As skincare educators in the industry, we saw that as our duty.”  

“SPF is not a luxury, and we strongly believe that it is an essential item that should be VAT exempt.”  

“As a UK retailer, Face The Future continue to urge the government to consider VAT removal on SPF, as part of the fight against skin cancer.”  

According to the brand’s ‘365 Days of SPF’ report, 70% of Brits feel that VAT should be removed from SPF products and 39% agree that they would be encouraged or influenced to buy SPF if it was more affordable.