Like makeup, tanning products are upgrading formulations with help from skincare ingredients such as hyaluronic acid and niacinamide to support hydration and last longer on the skin. Brands that have adapted the change include St. Tropez, Bali Body, Vita Liberata and Dove. “Self tan has evolved far beyond a purely cosmetic category. We are seeing the rise of skinification within bodycare, where consumers increasingly expect products to deliver both immediate aesthetic results and long-term skin benefits,” says Anna Persaud, CEO at bodycare brand This Works.
What’s new in tanning?
When Dove launched its gradual self-tanning cream in 2005, its primary focus was about building color, but now the formula has changed and the ingredient pro-ceramide has been added to replenish the skin barrier. The brand’s tanning products now all include niacinamide, helping improve skin tone and texture over time. “We’re designing with a lighter and buildable coverage in mind, making it easier for consumers to achieve a natural-looking, personalized glow,” says Katherine Frizoni, Unilever’s market research and development claims lead.
“There’s been a clear shift toward skin that looks healthy, radiant and effortless, rather than obviously ‘tanned.’ At the same time, awareness around UV damage has grown, so consumers are looking for ways to achieve that glow without the trade‑off. A subtle, sunkissed finish feels more modern, and more in tune with a skincare-first mindset.”
The format of self tan has undergone a transformation, as brands look beyond mousses and lotions. Now, formats like milky toners and daily mists are becoming more popular. Persaud says that it’s in response to consumers asking for self-tanning formats that glide on the skin, making for an easier application.
Isabel Vita, celebrity tan artist and founder of tanning brands Dolce Glow and Sunnee Baeskin, has noted a rise in serums and drops that can be incorporated into daily skincare products. A tan is no longer just for special occasions anymore, as consumers want to be sun-kissed all-year-round. “People want more control of their tan-tone so products like drops and glow-building lotions seem to dominate the market,” she says, noting that Gen Z make up most of the buyers for tanning drops for Dolce Glow and Sunnee Baeskin, respectively. She adds that Gen Z are discarding tanning products that don’t fit into a busy lifestyle.
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