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Top 5 Products Tanning Enthusiasts Will Love in 2024

Woman receiving a tan while holding a tanning product

Who says consumers have to bake under the sun for hours to get the perfect tan? Self-tanning products have evolved to offer similar-looking tans, allowing consumers to enjoy the popular summer look without risking their skin’s health.

This article will help businesses navigate the tanning product market by breaking down the top five tanning product trends worth stocking in 2024.

Table of Contents
What’s the state of the tanning product market?
Tanning products: 5 trends consumers will love for summer 2024
Grab these trends

What’s the state of the tanning product market?

Self-tanning products have become a popular alternative to basking in dangerous UV rays, so their market has registered impressive growth in recent years. Closing 2023 with USD 1.11 billion, experts predict the global market will reach USD 1.59 billion at a 5.2% compound annual growth rate (CAGR) from 2024 to 2030.

  • Lotions and creams account for the largest revenue in the product type segment. Experts also predict they will grow at a 6.3% CAGR over the forecast period.
  • Women dominate the self-tanning lotion market. The female population is more likely to purchase self-tanners for confidence, a healthy complexion, and sun-kissed radiance.
  • North America emerged as the largest regional self-tanning product market. It’s dominant due to a strong focus on beauty/personal care and the growing desire for year-round tans in the region.

Tanning products: 5 trends consumers will love for summer 2024

Tanning lotions

Three bottles of tanning lotion on a yellow background

Winter is over; consumers are reaching for sunless tanners to beat their pale complexions. Tanning lotions are among the first picks, as consumers only need to slather them on and enjoy a fake tan indoors or outdoors.

These lotions come with DHA to give consumers their much-needed synthetic bronze. They react with the amino acids on the skin’s surface, effectively darkening it to create an attractive summer look without exposure to the sun’s radiation.

But what if consumers want a more natural tan? They can go for tanning lotions that help quicken the bronzing process. Manufacturers infuse these with certain oils to help consumers absorb more ultraviolet rays by triggering melanin production.

Tanning lotions have started the year with an amazing search performance as many consumers are gearing up for the upcoming summer. According to Google data, they attracted 201,000 searches in January 2024.


A bottle of self-tanning serums

Some consumers may see tanning lotions as unsafe. Thankfully, they have other options that fit their tastes. If they’re looking for a quick and safe way to get a natural-looking golden glow, tanning serums may be the answer.

Tanning serums don’t apply a fake layer of bronze. Instead, they gradually enhance the skin’s natural color, creating a sun-kissed glow without exposure to harmful UV rays.

Unlike traditional self-tanners that interact with the skin’s outermost layer, tanning serums penetrate deeper to stimulate melanin production. Tanning serums also come with tyrosine to help maintain the tan for longer.

But that’s not all. Tanning serums also take skin type into consideration. Most formulas contain nourishing ingredients (like hyaluronic acid, aloe vera, and vitamin E) to hydrate and protect the skin.

If consumers want an extra glow, some tanning serums include shimmer or light-reflecting particles to enhance the skin’s radiance. Based on Google data, 5,400 consumers have searched for tanning serums in January 2024.

Tanning water

Person holding a black bottle of tanning water

Tanning with lotions and serums can be tricky. If consumers don’t have enough dexterity, they may end up with unsightly streaks and blotches. However, consumers can say bye-bye to such issues with tanning water.

This self-tanner is DHA (dihydroxyacetone) suspended in water. For this reason, the formula is clear, meaning nothing will transfer onto bed sheets or clothing, allowing consumers to tan without worries about staining.

Even better, the formula’s water base means every application delivers hydration to the skin. Tanning water is also lightweight enough to work on or under makeup, so consumers can apply it easily before engaging in daily activities—they sink in instantly, too!

Although tanning water makes at-home tanning hassle-free, it still has its considerations. Businesses must prioritize formulas infused with skin-friendly ingredients, like vitamin C and hyaluronic acid. Anti-aging ingredients are also great to have in tanning waters.

Avoid stocking up on tanning water with parabens, sulfates, and phthalates. Google data shows these products have raked in 27100 searches in January 2024, a 20% boost from 2023’s 22,200 inquiries.


A bottle of a tanning spray with a golden nuzzle

While all tanning waters are sprays, not all sprays are tanning water. These products dispense fine mists that penetrate the skin’s top layer to create a darkened effect. However, what sets these self-tanners apart is that they come in three different forms.

The first one is DIY spray tans. These are ready-to-use products that allow consumers to get a natural-looking tan without visiting the salon. The best part is these spray tans are incredibly easy to use—and consumers can achieve an even tan by following the given instructions.

Tanning booths are the second spray tan method. Many consumers love these machines for their effectiveness and long-lasting results. Spray tanning booths can automatically calculate the spray consumers need for a complete tan. However, they require the help of a professional, so consumers may need to make trips to the salon.

Lastly, airbrush tanning is another great way to apply spray tans. This technique uses an airbrush machine to apply the spray tan evenly on the body. Unfortunately, it’s the most time-consuming method and needs assistance from another person—but the results are worth it!

According to Google data, DIY spray tans and tanning booths attracted 201,000 searches in January 2024. However, airbrush tanning is a more niche market, drawing only 6,000 searches in January 2024.

Tanning mousse

Self-tanning mousse on a white background

While all these tanning products are great, none are as versatile as the tanning mousse. This self-tanner is one the most effective ways to get a seamless tan resembling sun-kissed skin.

These self-tanners are popular for their foamy mousse formula, which makes them incredibly easy to apply. Consumers must massage them into their skin and wait for their bronze glow to pop.

Some consumers feel tanning mousses have runny formulas that may mess up their application. Thankfully, that’s not the case. Although water-based, these self-tanners are consistent enough to help achieve that faux glow without mishaps.

While consumers can use their hands to apply this self-tanner, they’ll get better results from using applicator mitts. Tanning mousses are one of the more popular tanning products. They’ve garnered a significant search interest, reaching 165,000 searches in January 2024.

In conclusion

When consumers became aware of the potential dangers of letting UV rays soak into the skin, self-tanning products emerged as a safer alternative to getting a sun-kissed glow. Various types have popped up in the market, allowing businesses to offer enough variety and attract more attention.

However, tanning products are seasonal products. Although some consumers want year-round tans, the huge demand spike happens in the peak of summer. So, businesses can expect those Google data numbers to reach impressive levels by June! (summer).

If businesses want to increase the value of their offerings, they can bundle these five tanning product trends with applicator mits.

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