Cases of melanoma are expected to rise to around 26,500 by 2038, according to Cancer Research UK, yet there is increasing data to show that consumers are unaware of the consequences of UV damage and how to prevent it.

The beauty industry has long spearheaded increased awareness of the importance of UV Safety, as well as driving consumer education and access to SPF, however this has often been in silo. Now, the British Beauty Council is bringing businesses together and supporting collective action under the banner of the ‘UV Safety Initiative’.

With inaugural support from retailers LOOKFANTASTIC, Debenhams, Boots and Face The Future, brands including BYOMA, Hello Sunday, No7 Beauty Company and L’Oreal Groupe, this is the first cross-industry collaboration of its kind. These brands are setting out to improve and increase messaging surrounding UV safety and provide evidence on the topic to policymakers and fellow business leaders to spearhead positive change.

The initiative comes as the All-Party Parliamentary Group for Beauty & Wellbeing launches its first inquiry into UV safety in Westminster. The cross-party inquiry, chaired by long-time advocate of the beauty industry, Carolyn Harris MP will serve to investigate and make recommendations to industry and Government regarding UV safety and exposure.

Members of the initiative fully support the inquiry and will be inputting as part of the APPG’s open call for evidence.

On the launch of the initiative, Millie Kendall OBE, CEO of the British Beauty Council said: ‘Brands and businesses across the beauty industry have long been doing great work when it comes to increasing UV safety and access to SPF, however we can only drive real change when we collaborate to achieve a shared vision.

‘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 embark on a year-long campaign which will result in the formation of a British Beauty Council UV Safety Coalition. This coalition will seek to take forward the findings and recommendations of the APPG inquiry when the findings are released via a report in Spring 2026.

The Council welcomes more beauty brands and businesses interested in this activity to join the UV Safety Initiative. It hopes to expand the group of supporters to ensure the initiative’s reach is as impactful as possible.