# Accessible SPF Pop-Ups LOOKFANTASTIC's What The SPF?! Pop-Up Makes Sun Care Simple & Fun By Laura McQuarrie | Published 2026-05-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/what-the-spf References: [cosmeticsbusiness](https://cosmeticsbusiness.com/lookfantastic-what-the-spf-campaign-pop-up) & [eventbrite](https://www.eventbrite.co.uk/e/what-the-spf-with-lookfantastic-tickets-1988548690664?aff=PR)  To position SPF as one of the hottest things people can do for the health of their skin, [LOOKFANTASTIC](https://www.trendhunter.com/trends/spf-education-popup) is gearing up to open the doors to an interactive What The SPF?! pop-up in London. LOOKFANTASTIC launched its What the SPF?! sun safety campaign in 2024, calling attention to the fact that, in the UK, SPF is classified as a cosmetic product and taxed at 20%. To make sun protection solutions more accessible to everyone, LOOKFANTASTIC partnered with the [British Beauty Council](https://www.trendhunter.com/trends/35-gut-booster-mega-mix) to offer at 20% off SPF. At the pop-up experience, LOOKFANTASTIC promises feel-good, simple, SPF education, complimentary drinks and non-alcoholic options for guests to sip as they browse, plus an exclusive LOOKFANTASTIC x [Ruby Loot](https://www.trendhunter.com/trends/light-but-loaded-bowls) slogan baby tee for purchase. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 44% | Activity: 46% | Freshness: 77% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Democratized Sun Care:** Rising consumer demand for affordable SPF options is redefining sun protection as an everyday health commodity rather than a luxury cosmetic. - **Experiential Retail Pop-ups:** Interactive brand activations that combine education, entertainment and exclusive merchandise are shifting how customers discover and trust skincare products. - **Wellness-forward Beauty Education:** Increasing emphasis on clear, feel-good skincare education positions prevention-focused messaging as a primary driver of product adoption. ### Who This Affects Most - **Retail Cosmetics:** Brick-and-mortar and e-commerce beauty retailers are being reshaped by integrated experiential formats that prioritize in-person learning and sampling over traditional product displays. - **Hospitality and Beverage:** Event-driven hospitality concepts that offer curated non-alcoholic and complimentary beverage experiences are enhancing dwell time and brand affinity at retail activations. - **Tax Policy and Regulatory Affairs:** Regulatory classifications and VAT treatment of skincare products are emerging as strategic levers that materially affect pricing, accessibility and market growth. ## Related on Trend Hunter - [Plant-Derived PDRN Sunscreens](https://www.trendhunter.com/trends/vt-pdrn-air-cloud-sunscreen.md) - [Sunscreen-Inspired Lip Balms](https://www.trendhunter.com/trends/classic-whip-spf-30-lip-balm.md) - [Next-Gen UV Sunscreens](https://www.trendhunter.com/trends/nextgen-uv-sunscreens.md) - [Culturally Provocative Sponsorship Campaigns](https://www.trendhunter.com/trends/shadow-sponsor.md) - [Grocery-Inspired SPF Pop-Ups](https://www.trendhunter.com/trends/morning-moisturizer-spf-grocery.md) - [Convenience-Focused Sprayable Sunscreens](https://www.trendhunter.com/trends/dr-squatch1.md) - [Vibrant Sunscreen Packaging Designs](https://www.trendhunter.com/trends/lucy-kirk.md) - [Retailer-Exclusive Sun Care Sets](https://www.trendhunter.com/trends/amazon-exclusive.md) - [22-Ingredient Organic Cleansers](https://www.trendhunter.com/trends/cosmic-cleansing-oil.md)