"Assisting You in Establishing Data Driven Brands"

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 and Online), and Regional Forecast, 2022-2029

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



Play Audio Listen to Audio Version

The global self-tanning products market size was valued at USD 1.00 billion in 2021. The market is projected to grow from USD 1.04 billion in 2022 to USD 1.58 billion by 2029, exhibiting a CAGR of 6.1% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. Based on our analysis, the global market exhibited a decline of -9.4% in 2020 as compared to 2019.

Individuals around the world are increasingly prioritizing the attainment of fairer skin tone to achieve a presentable appeal, which is rising the need for sunless tanning products. The use of the product helps to avoid traditional tanning, which has a high risk of skin cancer due to exposure of skin to sunlight to attain tanned skin. Moreover, the market players such as Isle of Paradise, St Tropez, Bondi Sands, Bali Body, and others are progressively focusing on the launch of innovative self-tan products to help gain more consumers through their product offerings is acting as an opportunity for self-tanning products market growth. For instance, in April 2021, Boots, a U.K.-based beauty brand, launched its six innovative self-tanning products from leading brands, such as Isle of Paradise, St Tropez, Bondi Sands, and Bali Body, which are ideal for summer use. These six 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, and Body Gloss Bronze & Bali Body Gradual Tan


Closure of Beauty Stores due to COVID-19-related Lockdown Restriction to Limit Growth

The implementation of lockdown worldwide due to COVID-19 is leading 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 self-tanning. According to the released data 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 around the world. This aspect is lowering the consumer disposable spending and altering the skincare products purchasing behavior, which is negatively impacting the sunless tanning products market growth.

In addition, limited availability and increased prices of the erythrulose & dihydroxyacetone (DHA) tanning color ingredients and other packaging-related raw material supplies due to severe global supply chain disruption are posing challenges to the key companies in manufacturing these tan products, thereby hampering the market growth. However, increasing trend of stockpiling of consumer goods during COVID-19-related lockdown restrictions in many countries globally is supporting the self-tanning products demand amid pandemic.


Request a Free sample to learn more about this report.

Rising Production of Organic-based Product 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, is surging the need for organic-based self-tanning products. The increasing consumers' inclination toward organic products is mainly driven by the product being made up of natural and plant-based substances, which are regarded safe to use than chemical-based products. For instance, in June 2020, Tan Organic, a U.S.-based Self Tan brand, launched its New Dark Self-Tan Mousse, which is 100% vegan and organic.


Growth of Beauty Industry and E-commerce Businesses Bolster Market Expansion

The thriving beauty industry over the years is playing a significant role in the rising consumption of beauty products, including self-tanning products. This is majorly propelled by the product to boost self-confidence, conceal skin imperfections, and help achieve ideal looks for a photo shoot. As per the released data by L’Oréal Annual report 2020, the global beauty market is witnessing a growth rate of 8% in 2019. Moreover, the booming growth of e-commerce businesses in various industry verticals, including beauty & personal care, is expected to play a significant role in surging the product consumption. According to the data issued by the United Nations Conference on Trade and Development, the 2019 business-to-consumer e-commerce sales of various countries were the U.S. at USD 1,261 billion, China at USD 1,539, the U.K. at USD 251 billion, Japan at USD 178 billion, and France at USD 116 billion. These have risen from the previous year's e-commerce B2C sales, which include the U.S. at USD 1,098 billion, China at USD 1,361 billion, the U.K. at USD 266 billion, and Japan at USD 163 billion.

Rising Urban Population and Advertisement Spending to Fuel Demand

Individuals residing in urban places worldwide are highly conscious of using self-tanning products due to being well exposed to various skincare products, including self-tanning, compared to individuals living in rural places, which raises the product demand. As per the data issued by the World Bank.Org, a U.S. global financial institution, mentioned that the 2020 worldwide urban inhabitant was 56.16% which was a 55.72% rise from the prior year. Furthermore, increasing expenses made on advertising and promotional campaigns by market players is expected to have a positive influence on the market progression. As per the published data by the L’Oréal 2020 Annual Report, the 2019 advertisement and promotional spending of L’Oréal was USD 10,311.09 million, which was a rise from USD 9,604.60 million.


Lack of Product Awareness Acts as a Restraining Factor for Growth

Lack of awareness of the presence of self-tanning among a large number of individuals residing in developing and under-developed economies is restraining the market growth. Likewise, the product being less effective in individuals with darker skin tones discourages its use among a large number of consumers, thus resulting in limiting the product demand.


By Product Form Analysis

Self-tan Lotion Segment to Hold Largest Market Share

The global self-tanning products market analysis can be conducted based on various product forms such as self-tan lotion, spray, oil, mousse, drops, self-tan wipes, and others.

Self-tan lotion holds the major market share on account of the ease of use and low risk of application errors on the skin, which increases the preference for lotion product form. Similarly, the ability to get realistic tanning outcomes with consistent hues is encouraging individuals to utilize the lotion.

Nevertheless, the self-tan spray has the ability to produce an immediate result, whereas self-tan oil is capable of keeping the skin pliable and flexible. Similarly, self-tan mousses have the ability to easily control the depth of tan, and self-tan drops have easy tan customizability. Such attractive attributes of these tanning products are uniquely attracting consumers with various tanning needs.

By End-User Analysis

To know how our report can help streamline your business, Speak to Analyst

Household Segment to Remains at Forefront

Based on end-user, the market is segmented into household and commercial. Household 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 of time 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 tanned 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, which are well-equipped with tools, products, and professionals that can assist in achieving an optimum skin tone.

By Distribution Channel Analysis

Offline Segment to Remain at the Forefront

By distribution channel, the market is fragmented into offline and online. The offline channel 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, online channel is also progressively gaining traction owing to the rising number of market participants increasingly establishing their own online stores. Moreover, the rising number of busy working professionals who have less time to spare on browsing through physical stores increases the preference for the online channel.


Europe Self-Tanning Products Market Size, 2021 (USD Million)

To get more information on the regional analysis of this market, Request a Free sample

Europe holds the dominant market share. The Europe self-tanning products market size was valued at USD 339.58 billion in 2021. Market participants, such as Loreal, Clarins, and others, are increasingly focusing on expanding their retail stores in European countries. Such a factor is likely to surge the product accessibility among consumers of this region and favor the market growth. As per the data published by Health Club Management, in May 2021, Clarins had expanded its geographical footprint in Europe through the launch of its new boutique retail stores. Moreover, individuals in European countries are increasingly surging expenses on cosmetic and personal care products, including these tanning products, driven by their high purchasing ability and high fashion sense, which acts as a driving force for the market growth. For instance, as per the data published by the World Bank, the 2020 GDP per capita income even during the pandemic in the European Union was 34,148.92, which is a slight decline of 35,083.81 from the previous year. 

Asia Pacific is anticipated to witness considerable growth in the coming years. The increasing inclination toward beauty products among the youth population is playing a significant role for the growing product demand. As per the data issued by the United Nations Department of Economic and Social Affairs, in 2019, Central and South East Asia had 361 million youth population, which is the highest in the world. 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 the market expansion. For instance, the data released by the World Economic Forum in August 2020 mentioned that the number of internet users in India experienced a growth of 128 million, which is 23% growth. 

North America is estimated to show a substantial growth opportunity over the forecast period. The growing establishment of beauty salon businesses in North American countries, leading to a surge in need for products, is anticipated to contribute to the market expansion significantly. According to the released data by the Small Business Development Center Net.Org, a U.S.-based organization that deals with small businesses, in May 2020, declared that in the U.S., there were 77,000 beauty salons establishments. 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 the product consumption. As per the World Bank.Org data, a U.S.-based financial institution stated that the 2019 female labor force participation was 56.60%, which was higher than the previous year with 56.54%.

South America is projected to have significant growth in the coming years. The gradual economic progress in South American countries leading to heightened expenditure made on beauty products is expected to have an extensive influence on the market growth. According to the data issued by the United Nations Conference on Trade and Development World Investment Report 2020, a Switzerland-based organization that deals with world trade, mentioned in 2019 the economic growth of various South American countries, which includes Brazil at 20.4%, Colombia at 25.6%, and Peru at 37.1%.

To know how our report can help streamline your business, Speak to Analyst

The Middle East & Africa region is projected to have a steady progression in the forecast timeline. The growing popularity of organizing beauty products exhibitions in the UAE is leading to boosting the adoption among consumers in this region. For instance, Beauty World, the UAE-based International Trade Fair Organizer, stated that in 2021, Beauty World exhibition would have 31,000 visitors from 116 countries and exhibitor participants from 53 countries.


Key Players Increasingly Shift toward Collaboration

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 the market growth significantly. For instance, in April 2021, St Tropez brand announced the 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 the market growth.


  • PZ Cussons Plc. (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.)


  • July 2020: Lidl Northern Ireland launched its first own self-tan brand called Marbella Glow. This brand will have a wide range of self-tan offerings from dark, medium, and extra dark.

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


An Infographic Representation of Self-Tanning Products Market

To get information on various segments, share your queries with us

The market research report provides a detailed research on the market outlook 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



Value (USD Billion)

By Product Form

  • 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 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 1.00 billion in 2021 and is projected to reach USD 1.58 billion by 2029.

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

The global market is expected to grow at a CAGR of 6.1% during 2022-2029.

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

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

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

Europe dominated the market share in 2021.

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

Seeking Comprehensive Intelligence on Different Markets?
Get in Touch with Our Experts

Speak to an Expert
  • May, 2022
  • 2021
  • 2018-2020
  • 180


  • $4850

Personalize this Research

  • Granular Research on Specified Regions or Segments
  • Companies Profiled based on User Requirement
  • Broader Insights Pertaining to a Specific Segment or Region
  • Breaking Down Competitive Landscape as per Your Requirement
  • Other Specific Requirement on Customization
Request Customization Banner

Consumer Goods Clients

Health Canada

Client Testimonials

“We are happy with the professionalism of your in-house research team as well as the quality of your research reports. Looking forward to work together on similar projects”

- One of the Leading Food Companies in Germany

“We appreciate the teamwork and efficiency for such an exhaustive and comprehensive report. The data offered to us was exactly what we were looking for. Thank you!”

- Intuitive Surgical

“I recommend Fortune Business Insights for their honesty and flexibility. Not only that they were very responsive and dealt with all my questions very quickly but they also responded honestly and flexibly to the detailed requests from us in preparing the research report. We value them as a research company worthy of building long-term relationships.”

- Major Food Company in Japan

“Well done Fortune Business Insights! The report covered all the points and was very detailed. Looking forward to work together in the future”

- Ziering Medical

“It has been a delightful experience working with you guys. Thank you Fortune Business Insights for your efforts and prompt response”

- Major Manufacturer of Precision Machine Parts in India

“I had a great experience working with Fortune Business Insights. The report was very accurate and as per my requirements. Very satisfied with the overall report as it has helped me to build strategies for my business”

- Hewlett-Packard

“This is regarding the recent report I bought from Fortune Business insights. Remarkable job and great efforts by your research team. I would also like to thank the back end team for offering a continuous support and stitching together a report that is so comprehensive and exhaustive”

- Global Management Consulting Firm

“Please pass on our sincere thanks to the whole team at Fortune Business Insights. This is a very good piece of work and will be very helpful to us going forward. We know where we will be getting business intelligence from in the future.”

- UK-based Start-up in the Medical Devices Sector

“Thank you for sending the market report and data. It looks quite comprehensive and the data is exactly what I was looking for. I appreciate the timeliness and responsiveness of you and your team.”

- One of the Largest Companies in the Defence Industry
We use cookies to enhance your experience. By continuing to visit this site you agree to our use of cookies . Privacy.