Brits spend more money on cosmetics and beauty products than any other European nation, according to new research.
According to the European Health and Beauty Retailers report, the average UK consumer spends some £375 a year on health and beauty products – which is 50 per cent more than Spanish individuals and 43 per cent more than the average European.
The report’s authors state this high spend level can be attributed to the ease with which people can access such products and a strong customer demand for high-end items.
Carol Ratcliffe, co-author of the report, said: "The British are certainly happy to splash out on looking good."
Female First magazine suggests that Brits may be spending so much on cosmetics in order to hide their traditionally pale complexions under some fake tan.
Meanwhile, the Press and Journal reports that many UK residents are seeking a not-so-natural sun-kissed glow this summer.
For a "toasted tan", the publication recommends using Sisley Phyto-Touche Sun Glow Gel or hanel Soleil Tan De Chanel Bronzing Powder in Desert Bronze.
