The fake tanning market is experiencing a notable surge, driven by innovation and changing consumer preferences. According to Euromonitor, the global self-tanning category is expected to grow by 5% annually, reaching $1.65 billion by 2029, with North America and Western Europe leading the charge.
The Growth of Tanning Products
Beauty retailer Lookfantastic reports double-digit growth in the tanning category over the past two years. Lauren Starkey, senior buying manager, attributes this to increased consumer education on sun safety. "Consumers want the glow without the sun damage," Starkey notes, highlighting a shift towards products catering to sensitive skin and fragrance-free options.
Kylie Jenner's comments on Jake Shane’s “Therapuss” podcast exemplify the trend: "Sometimes I think I’m depressed. Then I get a spray tan, and I’m like, I was just pale," she quipped. Such endorsements have bolstered the popularity of faux tans.
Innovations in Formula and Application
Self-tanning products have advanced significantly, overcoming past complaints of streaky finishes and unpleasant odors. Brands like St. Tropez, Bali Body, and Dove have added skincare ingredients like hyaluronic acid to enhance hydration and longevity. Dove's new formulas include niacinamide, focusing on skin tone and texture improvement.
Isabel Vita, founder of Dolce Glow and Sunnee Baeskin, notes an increase in demand for serums and drops that integrate into daily skincare routines. "People want more control of their tan-tone," she says, with Gen Z largely driving this trend.
Premium and Affordable Options
As formulations improve, prices have risen, leading to the emergence of a "premium" category, with products ranging from $20 to $52. Luxury brands like Sisley and Dolce Glow are priced even higher. James Read of Self Glow acknowledges the cost of quality ingredients: "Really good ingredients cost a lot of money," he says.
Budget options are available too, with brands like Blue Lizard and Tanologist offering products between $4.99 and $13.99. Despite this, a large portion of the market remains in the $20-$30 range, indicating a preference for premium quality among consumers.
The Future of Tanning Products
Industry experts predict further integration of tanning products with skincare and wellness practices. Jimmy Coco, a celebrity tan artist, suggests that future products may combine tanning benefits with skincare, offering a dual-purpose solution.
James Harknett, another celebrity tan artist, sees growing interest among men, who now account for 40% of his clientele. "Every year I say it gets busier," says Harknett, emphasizing the role of education in expanding the market.
As consumer awareness of UV damage increases, the demand for sophisticated, skin-friendly tanning solutions is expected to continue its upward trajectory.
Source: https://www.vogue.com/article/fake-tannings-big-glow-up
