Extreme weather, rising awareness of sun damage, and the love for Y2K nostalgia are bringing sunless tanning back in a big way. People are after that year-round glow but without the skin damage. The trend is shifting to “prejuvenation” skincare, where sunless tanning products now include active ingredients that actually treat the skin while giving users that bronzed look.
With humidity-proof and long-lasting formulas, transfer-proof self-tanners are more in demand than ever. Consumers also love products that let them multitask, like overnight tanners, faux freckles, and body contouring tans. TikTok interest in #FakeTan is skyrocketing, growing faster than last year, proving this isn’t just a seasonal fad. Sunless tanning is becoming a year-round must, with US self-tan use nearly doubling from 8% to 13% between 2023 and 2024.
Here’s a look at WGSN’s TikTok analysis on the sunless tanning boom and four trends that prove it’s back in full swing for 2025.
Table of Contents
4 key trends for the sunless tanning boom in 2025
Sunless tanning: 5 drivers pushing this trend
Rounding up
4 key trends for the sunless tanning boom in 2025
1. Skincare-tanning hybrids
Consumers are craving multitasking tanners that do more than just give a glow—they want skincare benefits that they can easily incorporate into their daily routines. The “skinification” trend pushes beauty brands to create hybrid tanning products with skincare benefits. Take James Read’s Self Glow from the UK, for example. It blends skincare and tanning, using ingredients like fermented mushrooms and hyaluronic acid to nourish the skin while bronzing.
As awareness grows about sun damage, there’s more room for tanning products offering sun protection. Look at Australian brand Ultra Violette’s Super Glow bronzing drops—a perfect example of how glowing sunscreen is trending, with social media buzzing by 91% year-over-year in May 2023.
Today’s savvy shoppers want to know exactly where their ingredients come from, especially DHA. Natural or DHA-free formulations will be in demand. France-based By Terry’s Tea to Tan uses black tea as a tanning agent, which also offers antioxidants to protect the skin from environmental stress.
Think of creating “sunshine-in-a-bottle” formulations that give the glow and wellness benefits of the sun without the damage. Key ingredients? Vitamin C, vitamin D, and antioxidants. Drunk Elephant’s Antipollution Sunshine Drops even include chronocyclin, a clever ingredient miming vitamin D’s effects.
2. Next-gen tan formats and tools
Smart tanning products and innovative tools make it easier for people to get salon-quality tans at home. Airbrush tech is leading the charge for #AtHomeBeauty, bringing professional spray tans to your bathroom. Swedish startup COMIS is ahead of the game with a travel-friendly nano-mist device that uses pre-filled capsules of gradual self-tan formula.
But let’s be real, not every home tanning attempt is a success—#TanFails on TikTok proves that! There’s a big opportunity for tans that are easy to apply and remove. Take Rose & Caramel’s 60-second Tan Remover as a prime example.
As the “high-maintenance made low-maintenance” trend grows, blending self-tan formulas with semi-permanent makeup is gaining popularity. Think freckle pens and kabuki brushes, letting people get creative with their glow.
The key to leveraging this trend is making tanning accessible. Offer easy-to-use tools like ergonomic kabuki brushes, tanning mitts, and nano-mist sprays that invite new users to explore the category. For example, SkinnyTan’s back applicator tool is a smart solution for those hard-to-reach spots.
Consumers also love buildable and wash-off tans. Lightweight formulas that fade naturally or rinse off easily—like Bali Body’s fast-absorbing Self Tan Body Milk—are perfect for those seeking fuss-free coverage.
3. Inclusive and customizable color
The growing demand for more inclusive sunless tanning is opening up big opportunities for brands to cater to melanin-rich skin tones. On TikTok, creators are already exploring the best #BlackGirlTan products. US-based @bey.janvier, for example, has racked up 2.9 million views sharing her self-tanning routine, proving there’s a real hunger in this underserved market.
People with melanin-rich skin use sunless tanning to boost their glow and smooth out imperfections. US startup Deeper is stepping up to fill this gap with their upcoming release, promising “body coverage that’s good for your skin and its quirks.”
Brands need to get on board and offer products for all skin types. Australia-based Bondi Sands is doing just that with their Technicolor range, which uses Dermachromatic Color Technology to enhance everything from fair to deep skin tones.
Brands must also test their products on various skin tones and consider undertones carefully. Cool blue shades can counteract orange on very fair skin, while violet works wonders, warming up olive tones.
And personalization is key! Consumers want control over their tan depth and tone. Glow Dry Australia, for instance, uses multi-layered Rinse Control Technology, allowing users to rinse at just the right time for their perfect shade.
4. Feel-good tanning
Sunless tanning will become the go-to, feel-good option with all the sensory perks in 2025. Despite Gen Z’s growing awareness of premature aging, sunbed use is still rising—1 in 3 UK women use it for that confidence boost. But here’s the thing: brands and marketers must show them that sunless tanning is a safer, uplifting alternative. Take Australian Glow, for example. Their tagline says it all: “All the feels, none of the sun.”
A big win for the future? Innovations in fragrance tech are making it easier to hide that telltale DHA smell. Luxury scents are being infused into formulas, turning the whole tanning experience into something special. For example, Freshly Baked’s Violet Perfume Self Tan Mousse blends jasmine, cashmere, and amber notes—making the consumer’s tan as indulgent as it is safe.
Even pharmaceutical companies use natural ingredients that boost melanin production without sun. Givaudan’s research found that 80% of US Gen Z consumers seek beauty products that positively impact their mood. Their Neuroglow ingredient does just that by increasing beta-endorphins, vitamin D, and oxytocin levels.
Brands can make sunless tanning more appealing by focusing on fun, sensory-driven designs. Think jellies, mousses, and mists. Pair these innovative textures with retro nostalgia like Vacation, which combines dreamy scents and SPF with its tanning tech.
Sunless tanning: 5 drivers pushing this trend
1. Global heating
As temperatures keep climbing and UV exposure increases, more people are heading for the shade. Experts also link the rising global heat to a spike in skin cancer cases. In 2023 alone, the US saw 186,000 new melanoma diagnoses. So, this concern drives the need for more sun protection solutions and a focus on staying out of direct sunlight.
2. #BeautyRegulation
Tighter regulations on tanning agent DHA (dihydroxyacetone) are coming into play, especially in Europe, and the US is starting to follow suit. While it hasn’t greatly impacted formulations, it sparks fresh conversations around DHA alternatives for a safer tanning experience.
3. Multifunctional performance
Consumers want more than just a sunless tan—they want products that do it all. The growing demand for user-friendly solutions pushes brands to create sunless tanners that give a natural glow and offer skincare benefits and sun protection. Performance is everything here.
4. Tanning hacks
Alpha and Gen Z are getting creative with their tanning routines. From faux freckles to tan contouring, they’re using products in ways brands never imagined. This opens up a space for innovative products designed to meet these fun, experimental trends.
5. #BlackGirlsTan
Tanning products for melanin-rich skin are finally gaining traction. Consumers seek personalized options that blur imperfections and enhance their natural glow. Businesses should expect more demand for products that cater to deeper skin tones, boosting confidence and radiance.
Rounding up
2025 will focus on creating products that people actually want to use by making them visually stunning, with nourishing textures and fragrances that feel good inside and out. However, some folks will undoubtedly find self-tanning intimidating. Businesses can help with detailed tutorial videos that walk them through it, along with easy-to-use and ergonomic tools.
Lastly, retailers should consider what their customers might miss out on by staying in the shade more often. Then, they should offer products that fill those gaps, like freckle pens, vitamin D-infused options, and textures for feeling good. Remember these tips while stocking these four trends for more sales in 2025.
