Having a consistent skincare routine is extremely important, especially in the summer months when your skin may be exposed to the sun more often. While many people may only wear SPF on holiday, experts are urging that Brits wear it every single day, even in the UK.

The SPF experts at UltraViolette have unveiled that London is the city with the highest number of searches for anti-ageing products compared to the rest of the UK, with 63% of their total anti-ageing related searches being focused on products. Now, skincare experts are urging consumers not to overlook the “simplest” and “most effective” step in preventing signs of ageing.

Ava Matthews, co-founder of UltraViolette.co.uk, said: “SPF is hands down the most important step in any skincare routine.

“It needs to be worn every single day, even in the UK, where it may not feel hot or sunny.

“UVA rays are present year-round and are the biggest contributor to premature ageing, pigmentation, volume loss, wrinkles and fine lines—all the things people spend hundreds trying to fix.”

Without daily sun protection, the SPF expert said cosmetic treatments such as Botox, retinol or laser won’t have the impact people hope for.

Ava added: “Sun damage is cumulative, so every hour without SPF adds up.

“If you’re only going to use one product each day, make it sunscreen. It’s the cheapest, most effective anti-ageing treatment available, and the best investment you can make in your skin.”

The research by Ultra Violette also found that cities around the country were also interested in eye creams for dark circles as well as retinol results.

Despite all the attention on retinols and wrinkle creams, daily sunscreen remains one of the most affordable, accessible and effective anti-ageing products on the market.

It’s also far easier to prevent damage than to spend hundreds trying to reverse it later on in life.

There are so many sunscreens on the market, and for example, Ultra Violette even do sprays which can go over your makeup to help keep it topped up throughout the day.

It’s recommended that sunscreen be reapplied every two hours, especially when spending time outdoors, as UV rays can degrade the protection over time.

Reapplication is also important after swimming or sweating as these activites can wash away or reduce the effectiveness of the product.