The UPF protection provided by this hat is amazing. I'm very fair, but the sensitive skin on my face doesn't take well to most sunblock. So I used this for an extended beach vacation (during which we had aggressive sun!), only taking it off occasionally to swim a bit. My face didn't burn once. Not even one tiny bit. The hat is attractive and trendy, too. I'm willing to be wrapped up and shielded from the sun, but it's important to me to avoid looking frumpy whilst doing so. I think I managed!