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Self-Tanning Products Market Size, Share & COVID-19 Impact Analysis, By Product Form (Self-Tan Lotion, Self-Tan Spray, Self-Tan Oil, Self-Tan Mousse, Self-Tan Drops, Self-Tan Wipes, and Others), By End-User (Household and Commercial), By Distribution Channel (Offline Channel and Online Channel), and Regional Forecast, 2023-2030

Region : Global | Format: PDF | Report ID: FBI104609



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The global self-tanning products market size was valued at USD 1.04 billion in 2022 and is projected to grow from USD 1.10 billion in 2023 to USD 1.70 billion by 2030, exhibiting a CAGR of 6.45% during the forecast period.

Individuals worldwide are increasingly focusing on skin treatment and have become aware of the sun's harmful effects, raising the need for tanning products. The use of the product assists to avoid traditional tanning, which has a high risk of skin cancer due to exposure of skin to sunlight to attain tanned skin. Moreover, market players, such as Artesian Tan, Isle of Paradise, St. Tropez, Bondi Sands, Bali Body, and others, are progressively focusing on the launch of innovative self-tanning products such as Coco Eve by Charlotte Tilbury, creams, sprays, and others to help gain more consumers through their product offerings, thereby acting as an opportunity for the self-tanning products market growth. For instance, in April 2021, Boots, a U.K.-based beauty brand, launched its six innovative sunless tanning products from leading brands, such as Isle of Paradise, St. Tropez, Bondi Sands, and Bali Body, which are ideal for summer use. These products include Isle of Paradise Day Dew Self-Tan Face, Skinny Tan NoTox Beauty Elixir, St. Tropez Tan x Ashley Graham Limited Edition Ultimate Glow Kit, Bondi Sands GLO Matte One Day Tan, S19 SUPER FX, Body Gloss Bronze, and Bali Body Gradual Tan.


Closure of Stores amid the Pandemic Reduced the Demand for the Product 

The implementation of lockdown worldwide due to COVID-19 led to the closure of stores of non-essential goods, including beauty products. The closure of stores has undesirably impacted the sales of various beauty products, including tanning products. According to the data released by the L'Oréal 2020 Annual Report, make-up and sun protection products were hit particularly hard, and the market witnessed a decline of 15% in 2020. In addition, the pandemic resulted in millions of job losses worldwide, which alters consumer spending behavior and negatively influences market growth.


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Rising Production of Organic-based Products Acts as a Market Trend

The growing number of individuals increasingly attracted by organic-based products such as Beauty by Earth Self Tanner, Botanic Tree Self Tanner, and others are surging the need for organic-based self-tanning products. The increasing consumer inclination toward organic products is mainly driven by the product being made up of natural and plant-based substances, which are regarded as safer to use than chemical-based products. For instance, in December 2021, Beraca Ingredients Naturais S.A., an American organic ingredient supplier, announced the launch of a collection of vegan and multifunctional materials, such as beige, caramel, ebony, and others, which are used for the production of tanning oil, creams, and lotions.


Flourishing Trade of Personal Care Products among Different Nations to Support Market Expansion

The U.S. is filled with renowned skincare companies, including B Tan, Bondi Sands, Neutrogena, and others, enabling them to launch innovative tanning products and export them to different countries. Besides, trading also boosts production volume combined with increased revenue of the players present in the self-tanning industry. These factors are estimated to drive the overall market. Moreover, in recent times, consumers have been inclined toward using natural and organic tanning products as they are less harmful to the skin and provide tanning effects for a more extended period. This has contributed to the growth of the global market during the forecast period. For instance, according to the data published by the U.S. Census Bureau in 2021, U.S. exports of personal care products, including self-tanning products to Thailand and Indonesia, clocked USD 120 million and USD 103 million, respectively, during 2019-20. Due to the extreme weather conditions and soaring temperatures in APAC countries, the U.S. export volume of skin care products has increased for that region.

Growing Awareness Regarding Excessive Sun Exposure to Augment Self-Tanning Products Demand 

Individuals aged between 15-20 years are expected to get affected the most by the sun's harmful rays. Therefore, to avoid skin diseases, people are progressively using tanning products such as lotions, sprays, masks, creams, and others, which is expected to drive the demand overall. Also, skin cancer treatment involves a considerable cost, which sometimes becomes unaffordable for the consumers and bears cumulative post-treatment effects emerging from cancers. For instance, according to the American Academy of Dermatology Association, 2022, the treatment cost of non-melanoma skin cancer is projected to be USD 4.8 billion, while that of melanoma skin cancer has been estimated to be USD 3.3 billion.


Lack of Awareness & Information about the Product's Application to Restrict the Market Growth

In developing countries or Least Developed Countries (LDCs), such as Brazil, India, Peru, and others, people have less information about sunless tanning products as those products are not so popular in Latin America and APAC region. Moreover, Asian people are more inclined toward the traditional tanning process rather than using self-tanning creams and sprays. For instance, as per the report published by United Press International, Inc., in May 2022, 63% of the population worldwide got suntan in 2021, from 54% suntan in 2020. It has also been found that around 39% of the population is unaware of the risks associated with sunburn, which increases the probability of skin cancers. Moreover, owing to the lesser internet penetration combined with lack of knowledge about the flexibility of online portals, pertinent information about the usage and benefits of sunless tanning products is not conveyed to consumers of developing regions. This decreases the demand for the products, and thus restricts the market growth in the near term. According to the report published by the International Telecommunication Union (ITU) in 2021, digital connectivity penetration constitutes 76% in urban areas, whereas in rural areas, it is stacked only 39% worldwide.


By Product Form Analysis

Self-tan Lotion Segment to Hold the Largest Market Share due to its Ease of Use

By product form, the market is fragmented into self-tan lotion, self-tan spray, self-tan oil, self-tan mousse, self-tan drops, self-tan wipes, and others.

Self-tan lotion segment holds the major market share due to ease of use and low risk of application errors on the skin, increasing the preference for lotion product form. Similarly, the ability to get realistic tanning outcomes with consistent hues encourages individuals to utilize self-tan lotion. Nevertheless, the self-tan spray can produce an immediate result, whereas self-tan oil can keep the skin pliable and flexible. Similarly, self-tan mousses can easily control the depth of tan, and self-tan drops' have easy tan customizability. Such attributes of these sunless tanning products attract consumers with various tanning needs.

By End-User Analysis

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Wide Usage in Residential Places to lead Household Segment 

Based on end-user, the market is segmented into household and commercial. The household segment is expected to have a larger market share due to the low cost of the product and ease of use at the user's comfort. Furthermore, the ability to achieve a tanned skin tone in a short period increased the product demand in households.

Additionally, the commercial segment is also observing a decent market share due to the growing number of individuals wanting to achieve a perfect tan skin tone for special occasions such as weddings, birthday parties, festivals, and others. Therefore, the desire to have a fairer skin tone in this situation is driving individuals to visit beauty salons, skincare outlets, and other locations that are well-equipped with tools, products, and professionals to achieve an optimum skin tone.

By Distribution Channel Analysis

Offline Channel Segment to Remain at the Forefront Due to Variety of Products Available

By distribution channel, the market is fragmented into offline channels and online channel. Offline channel segment is anticipated to hold the leading share due to a large number of consumers still preferring to make a physical comparison between products. Likewise, the presence of a salesperson or a skincare consultant for consultation regarding an ideal product for a particular skin type increases the purchase of the product through this channel.

Alternatively, the online channel segment is also progressively gaining traction, owing to the rising number of market participants increasingly establishing their online stores. Moreover, the rising number of busy working professionals with less time to spare browsing through physical stores increases the preference for the online channel.


Europe Self-Tanning Products Market Size, 2022 (USD Million)

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Europe holds the dominant self-tanning products market share, and the market size was valued at USD 352.47 million in 2022. Market participants, such as L’Oréal, Clarins, and others, are increasingly focusing on expanding their retail stores in European countries. Such a factor is likely to surge product accessibility among consumers of this region and lead to market growth. As per the data published by Health Club Management, in May 2021, Clarins expanded its geographical footprint in Europe through the launch of its new boutique retail stores. Moreover, individuals in European countries are increasingly surging the expenses on cosmetic and personal care products, including tanning products, driven by their high purchasing ability and fashion sense, which act as a driving force for market growth. 

Asia Pacific is anticipated to embrace considerable growth during the coming years. The increasing inclination toward beauty products among the youth is playing a significant role in the growing product demand. Moreover, the growing internet adoption among individuals in Asian countries, which leads to a surge in consumption of beauty product promotional campaigns, is anticipated to favor market expansion. For instance, in August 2021, ITC-owned Dermafique launched the Soleil Defense, a range of full-light technology-based sun care products in India. These products are highly efficient in blocking UV rays from reacting with the users' skin cells. 

North America is estimated to show a substantial growth opportunity in the forecast period. The growing establishment of beauty salon businesses in North American countries, leading to a surge in the need for products, is anticipated to contribute to the market expansion significantly. Moreover, the high spending made by women driven by the large participation of females in the labor force is expected to have a positive impact on product consumption. According to data presented by the U.S. Bureau of Labor Statistics, in April 2021, female workforce participation increased from 57.1% of the total U.S. workforce in 2018 to 57.4% in 2019. 

South America is projected to have significant growth in the coming years. The gradual economic progress in South American countries leading to higher expenditure made on beauty products is expected to have an extensive influence on market growth. For instance, in 2020, the Brazilian Association of the Personal Hygiene, Perfumery, and Cosmetics Industry (ABHIPEC) reported a 21.9% jump in the total retail sales of face and body skin care products in Brazil.

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The Middle East & Africa market is projected to progress steadily in the forecast timeline. The growing popularity of organizing beauty products exhibitions in the UAE is leading to a boost in the adoption among consumers in this region. For instance, in April 2021, Faces, a beauty products retailer, launched 'Real Beauty,' a facial beauty campaign to increase consumer awareness regarding a variety of facial beauty products.


Key Players Are Increasingly Shifting toward Collaborations to Foster Product’s Demand

Market participants are increasingly focusing on collaborating with well-known personalities. This initiative to work with celebrities to help gain more consumers toward their product is anticipated to boost market growth significantly. For instance, in April 2021, the St. Tropez brand announced a collaboration with an American model and TV presenter Ashley Graham for the launch of its sunless tanning products. Furthermore, the increasing number of brands collaborating with other businesses to enhance development is anticipated to have an optimistic influence on market growth.


  • St. Tropez Inc. (U.K.)

  • Bondi Sands (Australia)

  • Tan-Luxe (Future Beauty Labs) (U.K.)

  • Isle of Paradise (U.K.)

  • Pradas Glow (U.S.)

  • Kao Corporation (Jergens) (Japan)

  • Coola LLC. (U.S.)

  • Clarins (France)

  • Johnson & Johnson Services, Inc. (Neutrogena) (U.S.)

  • Crown Laboratories, Inc. (Vita Liberata) (U.S.)

  • Avalon Natural Products, Inc. (Alba Botanica) (U.S.)

  • L'Oréal S.A. (France)

  • Skinerals (U.S.)


  • June 2022 - The Fox Tan, a prominent tanning products brand, launched a range of self-tanning products, including Gradual Self Tan Face Serum, Dark Tropical Self Tan Mousse, and tan cream.

  • January 2022 – Cosmopolitan teamed up with Devoted Creation brand to produce CosmoSum, a collection of tanning creams and other sun care products.

  • December 2022 - L'Oréal launched a new 'Sublime Bronze' self-tanning face serum, formulated with hyaluronic acid to keep the face hydrated for a long time.

  • December 2022 - NYX, a leading cosmetic brand, launched its virtual try-on experience for beauty customers. This helps the consumers try different products through the company's e-retailing portals and select the most suitable among them.

  • January 2021 - BONDI Sands, a well-known brand of self-tanning products, launched its range of clean and transparent tanning products, 'Pure' with 100% eco-friendly and recyclable packaging materials.


An Infographic Representation of Self-Tanning Products Market

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The market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, end-users, and leading product types. Besides this, the report offers insights into the current market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 6.45% during 2023-2030


Value (USD Billion)


By Product Foam

  • Self-Tan Lotion

  • Self-Tan Spray

  • Self-Tan Oil

  • Self-Tan Mousse

  • Self-Tan Drops

  • Self-Tan Wipes

  • Others

By End-User

  • Household

  • Commercial

By Distribution Channel

  • Offline Channel

  • Online Channel

North America (By Product Form, End-User, Distribution Channel, and Country)

  • U.S. (By End-User)

  • Canada (By End-User)

  • Mexico (By End-User)

Europe (By Product Form, End-User, Distribution Channel, and Country)

  • Germany (By End-User)

  • France (By End-User)

  • Spain (By End-User)

  • U.K. (By End-User)

  • Russia (By End-User)

  • Norway (By End-User)

  • Denmark (By End-User)

  • Sweden (By End-User)

  • Finland (By End-User)

  • Iceland (By End-User)

  • Rest of Europe (By End-User)

Asia Pacific (By Product Form, End-User, Distribution Channel, and Country)

  • China (By End-User)

  • India (By End-User)

  • Japan (By End-User)

  • Australia (By End-User)

  • Rest of Asia Pacific (By End-User)

South America (By Product Form, End-User, Distribution Channel, and Country)

  • Brazil (By End-User)

  • Argentina (By End-User)

  • Rest of South America (By End-User)

Middle East & Africa (By Product Form, End-User, Distribution Channel, and Country)

  • South Africa (By End-User)

  • UAE (By End-User)

  • Rest of Middle East & Africa (By End-User)

Frequently Asked Questions

Fortune Business Insights states that the global market size was USD 1.04 billion in 2022 and is projected to reach USD 1.70 billion by 2030.

In 2021, the Europe market value stood at USD 339.58 million.

Growing at a CAGR of 6.45%, the market will exhibit moderate growth in the forecast period (2023-2030).

Self-tan lotion segment is projected to be the leading segment in this market during the forecast period.

The rising prioritization of maintenance of skin is one of the major factors driving the market growth.

PZ Cussons Plc. (St. Tropez Inc.), Bondi Sands (Port Melbourne, Australia), Tan-Luxe (Future Beauty Labs), and Isle of Paradise (London, U.K.) are a few of the key players operating in the market.

Europe dominated the market share in 2022.

The increasing digital promotional activity is expected to drive the adoption of this product.

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