Premiumization is accelerating, but it’s anchored to proof, not prestige alone. British consumers are leaning into lab-led stories: stability-tested vitamin C, retinaldehyde with anti-irritation systems, peptide blends with documented endpoints, and filters that balance UVA/UVB coverage with pleasant daily wear. Packaging and price must now justify themselves through repeatable results,...

Barrier-first thinking has moved from niche to norm in the UK, reframing how consumers layer actives and how brands design textures to cooperate under makeup and through variable weather. The benchmark experience is simple, soothing, and steady: gentle cleansing, strategic treatment, reliable hydration, and daily SPF that people actually enjoy wearing. When routines feel good, adherence...