The Future of Sunless Tanning: Innovations You Can’t Miss

As we move into 2025, the self-tanning industry stands on the brink of a transformative shift—one that prioritises innovation, premiumisation, and meaningful connections with today’s discerning consumers. Trends in luxury and skincare are reshaping the beauty landscape, and self-tanning is evolving to meet these demands.

Learn more about our vision for the future and explore our range of premium tanning products.

A New Era for Luxury Beauty

Retailers across the globe are investing heavily in reimagining their beauty departments. Mass-market brands are giving way to premium offerings that cater to a more selective audience, particularly with the rise of Gen Z. This generation prioritises high-quality, ingredient-driven beauty that delivers results while aligning with their values of sustainability and inclusivity.

The future of self-tanning lies in creating products that go beyond aesthetics. Today’s consumer expects efficacy, inclusivity, and skincare benefits—all wrapped in a premium experience. – James Read, Founder of Self Glow by James Read

Read more about our commitment to sustainability and how we’re leading the way in responsible beauty.

Redefining Self-Tanning

With over 22 years of experience in the self-tanning industry, I’ve witnessed—and been a part of—its incredible evolution. When I launched my previous brand, my goal was to challenge outdated norms. With Self Glow by James Read, I wanted to redefine the category entirely.

Our approach was simple but revolutionary: we created self-tanning products that prioritise skincare-first formulas and inclusive colour guides suitable for all skin tones. By harnessing natural ingredients like cacao extracts and fermented skincare actives, we developed dual-purpose products that deliver a natural, beautiful tan while nourishing and enhancing the skin.

Discover the ingredients behind our formulas and their benefits for your skin.

Moving Beyond Outdated Marketing

The era of self-tan marketing centred around women in bikinis by pools is fading fast. Today’s consumers demand authenticity, relatability, and a more holistic approach to beauty. As I often say:

I can’t imagine my mother self-tanning in a bikini in her living room. Self-tanning has become a year-round essential, not a summer-only ritual.

Discover year-round essentials like our Dusk to Dawn Overnight Tan Facial, which delivers hydration and a soft, natural glow overnight.

The Rise of Skincare-Infused Self-Tanning

A key driver of this transformation is the integration of skincare benefits into self-tanning formulas. At Self Glow by James Read, we’ve embraced this trend by creating products that do more than provide a tan—they actively improve the skin. Our formulas are designed with advanced hydration, nourishment, and skin-enhancing benefits at their core.

• Hyaluronic Acid and Squalane: Provide deep hydration and plumping effects.
• Cacao Extracts: Deliver natural antioxidants to promote healthy, glowing skin.
• Fermented Skincare Ingredients: Improve skin texture and absorption, ensuring an even tan.

Try the Sunblush Hydrating Tan Mist for a lightweight mist that hydrates while building a radiant tan.

The Consumer-Led Shift

Retailers are responding to these changes by elevating their beauty offerings and prioritising brands that embody sustainability, inclusivity, and premium quality. Consumers today are highly informed and value products that reflect their ethical and aesthetic standards.

This isn’t just a trend; it’s the new normal. People expect more from their beauty products, and it’s up to us to meet—and exceed—those expectations. – James Read

Find out more about our journey on our About Us page.

A Bright Future for Self-Tanning

As we embrace 2025, the self-tanning industry has the chance to redefine itself as an essential part of modern beauty. This is a pivotal moment to create products that go beyond providing a tan and deliver a complete beauty experience.

By focusing on innovation, authenticity, and premium quality, the industry can continue to grow while resonating with a new generation of consumers. The future of self-tanning is more than just skin deep—it’s about enhancing confidence, embracing inclusivity, and delivering a glow that feels as good as it looks.

DISCOVER THE FUTURE OF SELF-TANNING

At Self Glow by James Read, we’re leading the charge with skincare-led, inclusive formulas that redefine what self-tanning can be. Explore our range and experience the future of self-tanning today.