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Self-Tanning Products Market Size, Share & Industry 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), Distribution Channel (Offline Channel and Online Channel), and Regional Forecast, 2024-2032

Last Updated: June 03, 2024 | Format: PDF | Report ID: FBI104609



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The self-tanning products market size was valued at USD 1.09 billion in 2023 and is projected to grow from USD 1.15 billion in 2024 to USD 1.99 billion by 2032, exhibiting a CAGR of 8.1% during the forecast period.

Self-tanning products provide a uniform, tanned glow to the users’ skin. By using such products, consumers can avoid sun exposure, which can sometimes cause skin cancer and sunburn. Companies, including Isle of Paradise, St. Tropez, Bondi Sands, and Bali Body are launching innovative products to acquire newer customers in different countries worldwide.

Companies' continuous product launches will likely influence customers to buy these products, driving the growth of self-tanning products. For instance, in April 2021, Boots, a U.K.-based beauty brand, launched six innovative self-tanning products for summer use from leading brands, including Isle of Paradise, Bondi Sands, St. Tropez, and Bali Body. These products are Isle of Paradise Day Dew Self-Tan Face, St. Tropez Tan x Ashley Graham Limited Edition Ultimate Glow Kit, Skinny Tan NoTox Beauty Elixir, Bondi Sands GLO Matte One Day Tan, S19 SUPER FX, and Body Gloss Bronze, Bali Body Gradual Tan.

The COVID-19 pandemic hit several countries in one way or another, disrupting manufacturing, plummeting consumer spending, shelving investment plans, and increasing unemployment. Therefore, the rapid spread of the COVID-19 virus and the adoption of various containment measures & restrictions caused product unavailability at the consumers' end and hampered the market’s growth during the pandemic.

Self-Tanning Products Market Trends

Growing Adoption of Organic Skin Tanning Products to Favor Market Growth

The growing adoption of organic ingredient-based skincare products, including Beauty by Earth Self Tanner and Botanic Tree Self Tanner, is expected to favor the sunless tanning products market growth. Furthermore, rising demand for sustainable skin tanning products made from naturally derived, plant-based ingredients, including aloe, glycerin, sorbitol, coconut oil, and shea butter, will accelerate the product’s sales in many countries across the globe. As per an email survey conducted in August 2020 over 62 consumers by CLEANTAN, a tanning products maker, 93% of consumers said that they obtained a more natural skin color by using plant-based tanning drops over spray tans.

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Self-Tanning Products Market Growth Factors

Technological Advancements in Formulations of Tanning Products to Drive Market Growth

Manufacturers are developing self-tanning products with innovative formulations to offer consumers a range of functional skincare benefits, including improved skin tone, skin hydration & nourishment, and skin smoothening. For instance, in September 2023, Coco & Eve, a famous beauty company, expanded its R&D facilities to undertake scientific innovation in skincare products, including self-tan creams, lotions, sprays and other products in Europe. Improved customer satisfaction and loyalty for the newly launched products will drive the product’s demand.

Growing Aging Population to Drive Demand for Anti-Aging Tanning Products

The growing ageing population and increasing consumer spending on anti-ageing self-tanning products will likely drive the product demand globally. According to the World Health Organization (WHO), in October 2022, the global share of the ageing population reached 1.4 billion in 2020 and is expected to double to 2.10 billion by 2050, owing to the declining global fertility rate and increasing life expectancy.


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

Lack of knowledge and awareness regarding the benefits of self-tanning products restrains the growth of the tanning products market. According to a report published by the National Center for Biotechnology Information (NCBI) in 2022, 74.7% of the female population used skincare products, including tanning creams and lotions. In contrast, only 46.6% of the male population used skincare products in Saudi Arabia. This lack of awareness among certain demographics can impede the sales of fake tan products.

Self-Tanning Products Market Segmentation Analysis

By Product Form Analysis

Ease of Use of Self-Tan Lotions Boosted Their Demand in the Market

Based on product form, the market is segmented into self-tan lotion, self-tan spray, self-tan oil, self-tan mousse, self-tan drops, self-tan wipes, and others.

The self-tan lotion segment captured a major share of the market in 2023. Enhanced convenience and reduced likelihood of tan streaks and patches while using tanning lotions are the major factors increasing consumers’ demand for these products. Manufacturers are focusing on strengthening their self-tan lotion offerings by incorporating non-ionic emulsifiers and emollients in their product designs. These products offer additional hydration, smoothness, and silkiness to the users’ skin, thereby accelerating the segment’s growth. For instance, in February 2023, Mslova, an Australian tanning solutions company, launched a range of skin tanning products in the Australian market, including lotions, creams, and sprays. The tanning lotion is made from safer and naturally sourced ingredients and has anti-ageing skincare properties.

The self-tan spray segment will also see significant growth, mainly driven by the increasing demand for self-tan spray products at spray booths and salon facilities. The rising prevalence of skin dryness and growing awareness regarding the skincare benefits of tanning oils will accelerate the self-tan oil segment’s growth. Easy access to consumers to skin tanning mousse products made up of natural ingredients, such as elderflower extract, jojoba oil, and others, will support the product’s global consumption rate. Besides, several key market players are introducing tanning drops-related social media campaigns, which can influence consumers to buy such products, thereby driving the self-tan drop segment’s revenue. For instance, in May 2021, Isle of Paradise, a tanning products maker, launched a TikTok campaign to show its recent edition of self-tan drops.

Women can keep their facial skin moisturized and soft by using self-tan towelettes. Furthermore, compared to other product forms, users can better tan their knees, elbows, wrists, and other high-absorption areas of their skin by using self-tan wipes. These factors will further support the self-tan wipe segment’s growth.

By End-User Analysis

Significant Consumption in Households Places Augmented Product Demand

Based on end-user, the market is segmented into household and commercial.

The household segment captured a major self-tanning product market share in 2023. Consumers use tanning oils, lotions, and gels to prepare tanning formulations based on their specific skin tanning & bronzing needs. The growing popularity of Do-It-Yourself (DIY) skin tanning tutorials among women consumers will drive the household segment’s growth.

The commercial segment will also experience substantial growth in the future. Spa-goers prefer manual skin tanning products, including sprays, oils, and lotions, to avoid skin issues due to the usage of tanning beds, which will support the product’s demand among commercial facilities, including spas and salons.

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By Distribution Channel Analysis

Variety of Products to Increase Product Sales From Offline Channels

Based on distribution channel, the market is split into offline channels and online channels. The offline channel segment is anticipated to hold the leading market share as many consumers still prefer to make physical comparisons between products. The availability of diverse, differentiated, and attractive skin tanning & bronzing products at supermarkets will support the offline channel segment’s growth.

Besides, the online segment will also hold a considerable share of the overall market of self-tanning products in the coming years. The rising adoption of online shopping for personal care products will drive the product’s revenue from online channels.


The global market is segregated into North America, Europe, Asia Pacific, South America, and Middle East & Africa.

Europe Self-Tanning Products Market Size, 2023 (USD Million)

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Europe holds a dominant market share and the regional market size was valued at USD 370.25 million in 2023. The factor is boosting the region’s dominance is due to the strong demand for lotions, gels, and other skincare products in Germany and the U.K. This factor will help the region generate significant revenue from skin-tanning products. Furthermore, the steady expansion of PZ Cussions Plc., Isle of Paradise, and other companies in Europe is expected to increase the supply of fake tan products, thereby supporting the Europe self-tanning products market share. For instance, within the second week of April 2021, High Street Pharmacy, a British health and beauty retailer, reported a 300% spike in the sales of self-tanning products due to the collaboration of Isle of Paradise, St. Tropez, and Bondi Sands with Boots Limited U.K., a British online pharmacy retailer.

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The rising number of salons offering skin tanning services and the evolving salon industry will likely drive the demand for tanning sprays in the U.S. According to the Global Wellness Institute (GWI), the U.S. salon & spa services industry revenue reached USD 25.9 billion in 2022, 16.5% up from 2021. Similarly, the number of salon and spa establishments in North America increased from 30,916 in 2021 to 31,841 in 2022. Moreover, the increasing preference among women consumers for customizable skin tanning services for special occasions, including weddings and birthday parties, will favour the product’s consumption in Canada. Besides, the rising participation of females in the corporate workforce and growing female consumer spending on personal grooming & cosmetic products will drive the product’s revenue in Mexico.

Tatcha LLC, Kose Corporation, Green Herb Bio-Technology Company Limited, and other key companies offer fake tan products with innovative formulations to cater to Asian consumers' skin hydration, skin nourishment, and other skincare needs. This factor will influence consumers in  Asia Pacific to buy these products, thereby driving the regional market’s growth. For instance, in February 2021, BALIBODY, an Australian self-tanning products maker, introduced a one-hour aerated foam, an innovative tanning mousse product in Australia.

Significant demand for premium skincare and beauty products among Brazilian and Chilean consumers resulted in South America holding a considerable market share in 2023. According to the Brazilian Association of the Personal Hygiene, Perfumery, and Cosmetics Industry (ABHIPEC), retail sales of cosmetics, toiletries, and fragrance products in Brazil reached USD 26.9 billion in 2022.

The presence of adequate import facilities for cosmetic goods in South Africa and the U.A.E. will support the supply of self-tanning products in these countries, thereby accelerating the product’s consumption rate in the Middle East & Africa. According to the ITC Trade Map, cosmetic, toiletry, and fragrance preparations worth USD 12.34 billion were imported into the Middle Eastern region in 2022, compared to USD 10.57 billion in 2021.

List of Key Companies in Self-Tanning Products Market

Key Players Are Increasingly Shifting toward Collaboration to Maintain Their Dominance

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


  • December 2022 - L'Oréal launched a new self-tan face serum named 'Sublime Bronze', 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 will help consumers try different products through the company's e-retailing portals and select the most suitable among them.

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

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

  • January 2021- BONDI Sands, a well-known brand of self-tan 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 report provides a detailed market analysis and focuses on key aspects, such as leading companies, end-users, and top product types. Besides this, the self-tanning market research report provides insights into the current market trends and highlights key industry developments. In addition to the aforementioned factors, the report on the self-tanning market outlooks several factors that have contributed to the market's growth over recent years.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 8.1% during 2024-2032


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

  • Online

By Region

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

    • U.S. (By End-User)

    • Canada (By End-User)

    • Mexico (By End-User)

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

    • Netherlands (By End-User)

    • Belgium (By End-User)

    • Poland (By End-User)

    • Rest of Europe (By End-User)

  • Asia Pacific (By Product Form, End-User, Distribution Channel, and by 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 by 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 by 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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