The self-tanning products market size was valued at USD 1.16 billion in 2024. The market is projected to grow from USD 1.22 billion in 2025 to USD 1.99 billion by 2032, exhibiting a CAGR of 7.2% during the forecast period. Europe dominated the self-tanning products market with a market share of 33.63% in 2024.

Self-tanning products are products that let users get a body tan at their own convenience, without exposure to the sun. They offer a uniform tanned glow and can also prevent sunburns caused by excessive sun exposure. The growing demand for a hassle-free sun-tanned look among customers is one of the major factors driving the market growth.

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LIST OF KEY COMPANIES PROFILED IN THE REPORT

• 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.)

Segmentation:

Demand for Self-Tan Lotions Increased Due to Their Ease of Use

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 accounted for a major self-tanning products market share in 2023 as these lotions offer benefits, such as ease of use and lesser chances of tan patches and streaks.

Growing Trend of DIY Tanning Tutorials Boosted Product Use in Households

Based on end-user, the market is segmented into household and commercial. The household segment held a leading market share in 2023 as the trend of DIY skin tanning tutorials is gaining significant traction, which has boosted the use of self-tanning products in households.

Ability to Choose from Wide Variety of Products Increased Customer Footfall in Offline Stores

Based on distribution channel, the market is segregated into offline channels and online channels. The offline channel segment might hold the leading market share as offline stores offer customers a wide range of products to choose from. They can also physically inspect and compare different products before making the final purchase decision, which will further boost the segment’s growth.

With respect to region, the market covers North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Report Coverage:

The report offers an in-depth analysis of the market and highlights crucial aspects, such as leading distribution channels, products, end-users, and prominent market players. It also provides valuable information regarding the top market trends and key industry developments. Besides these factors, the report covers several other factors that have helped the market grow.

Drivers and Restraints:

Introduction of Advanced Technologies in Tanning Products to Boost Market Growth

An increasing number of leading market players are creating cutting-edge formulations for their self-tanning products to cater to the growing beauty and skincare needs of their customers. They are infusing skincare ingredients into their tanning products to not only offer a good tan, but also improve the user’s skin texture and appearance. These initiatives will help the market grow at a significant pace.

However, lack of awareness about the benefits of using these products can hinder the self-tanning products market growth.

Regional Insights:

Europe Dominates Global Market Due to Robust Demand for Cosmetic and Skincare Products

Europe is dominating the global market as the region is witnessing a notable rise in the demand for skincare and cosmetic products. This factor has prompted many leading market players to set up their business in various European countries, which will further improve the forecast of self-tanning products market.

North America is also expected to showcase promising growth as the number of salon and spa establishments offering tanning services is increasing across the region.

Competitive Landscape:

Leading Firms to Collaborate With Celebs to Remain Competitive

Many key market players are entering partnership agreements with celebrities to enhance the reach of their products and boost their revenues. They are also collaborating with other brands to bring innovations to their existing product range and cater to a wide range of self-tanning needs of their customers.

Notable Industry Development:

April 2022: The Isle of Paradise, a leading brand offering skin care solutions, introduced a new self-tanning oil mist that contains hydrating ingredients, such as argan oil, hyaluronic acid, and squalane. The product will offer enhanced hydration to users, leaving skin moisturized and supple.

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