Hello Sunday Cuts VAT on SPF Products

Hello Sunday, the visionary British SPF brand, is leading the charge towards VAT free sunscreen protection in the UK. Building on the #VATBURN initiative that saw Hello Sunday join a petition for the UK government to remove VAT on SPF products in 2023, Hello Sunday is continuing the mission to make high-quality sunscreen more accessible to all. Alongside charity partnerships and events, in 2024 Hello Sunday is removing VAT on product selections across the Hello Sunday website, introduced as a permanent feature on the Hello Sunday e-commerce platform and fitting into the brand's commitment to promoting simple, daily, SPF skincare routines that provide protection, all year round.

This comes at a time when there are 16,000 new cases of melanoma skin cancer each year in the UK, with 2,300 people dying from the disease*Hello Sunday acknowledges the imminent need for accessible, quality, sun protection for all, especially as 64% of the UK say SPF is expensive.

In the UK, sunscreen is currently classified as a cosmetic product, instead of an essential item so is subject to VAT at the 20% standard rate. Amy Ford, Founder of Hello Sunday comments: “As a brand we are really passionate about everyday SPF given that 90% of sun damage happens in everyday life, not just while on holiday. We work hard to create SPF skincare formulas that make everyday use both easy and enjoyable but know that price can often be a barrier to usage. We believe SPF is a right not a privilege and as an essential item it shouldn ́t be subject to VAT.

Until we see a change in policy in the UK, we are launching a year round VAT FREE section on our website where we are reducing our pricing and paying the VAT across the Hello Sunday range. We want to make it easier for consumers to build SPF into their daily routine with products that are easy to use and re-apply on the go. We hope this can generate awareness and conversation for positive change.”

Following on from last year's initiative, whereby Hello Sunday co-signed a petition asking the UK government to remove VAT on SPF products, this year in 2024 Hello Sunday is launching permanent VAT FREE SPF skincare routines aiming to make high-quality SPF products more accessible to individuals across the UK, ensuring that everyone has the opportunity to prioritise their skin health at a more accessible price point.