Many years ago, before the damaging effects of the sun were widely recognized, the author would spend hours basking in the sun covered in oil in pursuit of a tan. After experiencing severe sunburn and skin damage, she turned to sunless tanning products as a safer alternative. In 2019, she tried a sunless tan for the first time with tanning expert Amanda Harrington and was amazed at the results. However, at the time, there were limited options for self-tanning products for deeper skin tones, forcing many Black individuals to resort to sunbeds despite the known risks.
Today, the tanning industry has undergone significant changes, with brands like Clarins, James Read, Isle of Paradise, Tan-Luxe, and Vita Liberata offering high-quality sunless tan products for all skin tones. This shift in the industry is driven by a growing awareness of the health risks associated with sun exposure and a desire for a safer way to achieve a sun-kissed glow. Gemma Jones, a brand trainer, emphasizes the importance of responsible tanning practices, citing the link between unprotected sun exposure and premature aging and skin cancer, while acknowledging the ongoing consumer demand for tanned skin.
Jules Von Hep, founder of Isle of Paradise, criticizes past marketing campaigns that excluded people of color from self-tanning products, noting that the outdated mindset is gradually fading away with the rise of social media platforms like TikTok. The new generation of self-tanning products is also focused on hydration, with formulas that rival skincare products in their moisturizing properties. Brands like James Read’s Self Glow line incorporate natural ingredients like cacao extract, hyaluronic acid, squalane, kakadu plum, and aloe vera to provide a natural, glowing tan without drying out the skin.
In addition to improved formulations, the messaging around self-tanning has also evolved, shifting from a focus on altering the skin to enhancing its natural glow. James Read advocates for moving away from the term “tan” and embracing a more inclusive definition of beauty that emphasizes skin health and radiance. The trend towards a more natural, healthy glow is reflected in the naming of his brand, Self Glow, which highlights the desire for radiant, luminous skin rather than drastic changes in skin tone. As the tanning industry continues to adapt to changing consumer preferences and concerns, the availability of diverse, hydration-focused self-tanning products for all skin tones is increasing, providing safe alternatives to traditional sunbathing and sunbed use.
