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"Consumers are aiming to be more tanned (and skinnier) than ever, signalling a shift in beauty ideals. Smarter shade tech and skin‑first performance can grow the self-tan market."
Shiyan Zering, Senior Beauty and Personal Care Analyst
58% of UK self‑tan users tried a sunless tanning brand they hadn’t used before in 2025, a notably high level of experimentation for a category traditionally shaped by routine and fear of mistakes. This points to weak loyalty in the category and suggests many users feel their current products aren’t fully meeting their needs. Win share quickly with clearer undertone systems, more reliable results and skincare or makeup‑aligned products that feel worth switching for. Strong performance, better shade accuracy and credible skin‑first claims can turn these switch‑prone users into long‑term loyalists.
At the same time, the category’s most active and valuable users, Gen Z and younger Millennials, are shifting toward ‘real’ tanning methods and disengaging from key formats. Re‑engaging this group to win share back from professional sunbed usage is the defining growth priority through 2026–27.
With high interest in mini sizes, brands can boost penetration by pairing clearer in‑store navigation with mini trial formats that let shoppers test depth and undertone before committing. Minis lower risk while retaining premium cues, improving trial, accuracy and long‑term value capture.
For the purposes of this Report, Mintel has used the following definitions:
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