What St Tropez does

St Tropez is a self-tanning skincare brand founded in 1996, owned and operated by PZ Cussons Beauty LLP, a UK-registered Limited Liability Partnership. The brand manufactures and sells sunless tanning products across four primary categories — Self Tan, Gradual Tan, Instant Tan, and Tanning Essentials — plus a dedicated Professional salon line and a face-tan sub-category. Core product technology is built around 100% natural DiHydroxyAcetone (DHA) sourced from sugar-beet waste in the Champagne region of France and processed via fermentation, branded as Vegetan Premium. Differentiation is reinforced by proprietary systems including Melanin Technology (tailored pigment targeting for darker, more natural results on deeper skin tones), RAINMAC transfer- and water-resistant technology, and a co-developed mood-boosting signature fragrance with Givaudan that masks the traditional self-tan smell. Recent formulations integrate skincare actives — dual-weight Hyaluronic Acid, Kadaku Plum Vitamin C, niacinamide, marine algae, peptides — positioning the brand within the "skinification of self-tan" trend.

St Tropez generates revenue through one-time product sales via a multi-channel retail and distributor model rather than direct e-commerce. In May 2022 the brand ceased direct-to-consumer sales on its own website and pivoted to a pure retailer/distributor model, with products sold through UK pharmacies (Boots, Superdrug), online platforms (ASOS, Look Fantastic, Feel Unique, Cult Beauty, Beauty Bay, Amazon, Boohoo, Pretty Little Thing, Very, Missguided), and dedicated country storefronts for the US, Australia, and Canada (including a French-Canadian localized site). The professional salon channel is served through a UK distributor (Ellisons), selling 1L spray-tan solutions to tanning salons. Pricing is set independently by each retail partner and is not publicly disclosed by the brand.

The brand's primary customer segment is consumer beauty buyers seeking UV-free tanning — first-time users, regular self-tanners, and salon clients — across mass and prestige price tiers. Operational scale signals include one St Tropez tanning product sold every 15 seconds globally and one spray tan performed every minute globally, alongside third-party data showing UK self-tan category sales up 43% (April 2025-2026) and US self-tan search interest up 55.3% (2025 vs 2024). The brand claims top "most trusted self tan" positioning in both the UK and USA and is marketed with 30 years of "Riviera Radiance" heritage.

Name

St Tropez

Legal name

PZ Cussons Beauty LLP

Website

https://sttropeztan.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

St Tropez is a 30-year self-tanning skincare brand owned by PZ Cussons Beauty LLP, selling sunless tanning products (mousses, lotions, sprays, face tans) to mass-market consumers through retailers in the UK, US, Australia, and Canada, and to salons via the Ellisons distributor.

Ownership category

akta.pro rank

Product category

Self-Tanning / Sunless Tanning

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Self-Tanning (Lotions, Mousses, Drops) (CRABAHAG)

akta.pro secondary industries

Bronzing & Tanning Oils/Accelerators (CRABAHAH), Professional Tanning (Spray Tan & Salon Systems) (CRABALAI), Tanning Prep & Aftercare Services (Exfoliation/Moisturizing) (HSALAJAG), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

Keywords

• Self-tanning products
• Sunless tanning
• Professional spray tan
• Gradual tanning lotion
• Tanning skincare

Headquarters

HQ city

Edison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: St Tropez generates revenue through sales of self-tanning products including mousses, lotions, gels, sprays, and tanning accessories through retail partners and e-commerce platforms
2. Professional/Salon Channel: Professional spray tan products and solutions sold to salons through distribution partner Ellisons (UK) and international distributors

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

St Tropez designs, manufactures, and sells self-tanning and sunless-tanning skincare products, including self-tan mousses, gradual and daily firming lotions, instant bronzers, face tanners, tanning accessories (mitts, brushes), and professional spray-tan solutions for salon use. The portfolio is anchored by a proprietary natural-DHA formulation derived from sugar beet (Vegetan Premium) combined with Melanin and RAINMAC technologies and supporting skincare actives such as hyaluronic acid and Kakadu plum vitamin C.

Product overview

St.Tropez is a self-tanning brand offering a comprehensive wardrobe of products across four main categories: Self Tan (for deeper glow lasting up to 10 days), Gradual Tan (for subtle daily glow building), Instant Tan (for temporary cosmetic bronze up to 24 hours), and Tanning Essentials (accessories and maintenance products). The core products include the iconic Classic Bronzing Mousse, various Gradual Tan firming lotions, Instant Glow bronzing mousses and body bronzers, and professional-grade spray solutions. The brand also offers specialized face tanning products including mists, serums, and the Luxe Tan Tonic Glow Drops. All products use 100% natural tanning active (DHA) derived from sugar beet, with skincare ingredients like Hyaluronic Acid, Vitamin C, and Peptides integrated into formulations. The portfolio is distributed through retail partners including Boots, Superdrug, ASOS, and Amazon, as well as professional salon channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Self Tan Purity Vegan Tanning Mousse A vegan self-tanning mousse for consumers seeking a clean-beauty sunless tan, applied with a tanning mitt.
• Luxe Tanning Applicator Mitt A dual-sided tanning applicator mitt designed to help consumers apply self-tan mousses and lotions streak-free.
• Self Tan Purity Face Mist A facial self-tanning mist within the Purity line, formulated for the face and targeted at consumers wanting a vegan sunless facial tan.
• Sunlit Skin Bronzing Tint + Tan A combined instant tint and gradual self-tan product for the face, providing immediate color payoff and a developing tan.
• Ultimate Tan Body Essentials Kit A bundled kit of self-tan body essentials (mousse plus application accessories) for consumers new to or seeking an all-in-one tanning starter set.
• Instant Glow Body Bronzer An instant body bronzing lotion that provides immediate color to the skin without development time, available in Light and Medium shades.
• Classic Bronzing Mousse The brand's signature classic self-tanning mousse, providing a medium, natural-looking sunless tan via gradual DHA development.
• Tan Optimiser Body Moisturiser A daily body moisturiser designed to extend and even out the wear of an existing self-tan.
• Tan Remover Mitt An exfoliating mitt used by consumers to remove old or uneven self-tan prior to reapplication.
• Ultimate Tan Face Brush A face brush designed for precise application of self-tan to the face and contours.
• Daily Firming Lotion A gradual daily self-tan lotion that builds a light tan over time while offering firming skincare benefits, available in Light/Medium and Medium/Dark variants.
• Watermelon Firming Lotion A gradual firming self-tan lotion scented with watermelon fragrance, combining daily tanning with skincare.
• Tinted Daily Firming Lotion A tinted gradual self-tan lotion that combines instant color with progressive tan development and skincare benefits.
• Luxe Tan Tonic Glow Drops Customizable self-tan drops that can be mixed into a face moisturizer or serum to build a tailored facial tan.
• Classic Bronzing Mist Spray Solution A professional-grade spray-tan solution used by salons and spas to deliver a classic medium-depth in-salon spray tan.
• Express Bronzing Mist Spray Solution A professional express spray-tan solution for salons, allowing faster rinse-off and quicker service turnaround.
• Ultra Dark Violet Mist Spray Solution A professional ultra-dark spray-tan solution with violet tone-correction for deeper, more neutralized bronzed results in-salon.

Quantifiable outcome

• One tanning product sold every 15 seconds globally
• +3 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Ellisons (UK Professional Distributor)coreChannel Partner/ Reseller/ DistributorEllisons is the UK distributor for St Tropez professional salon products. Salons interested in offering St Tropez services contact Ellisons to set up an account.
• PZ Cussons Beauty LLPcoreOthersSt Tropez is a brand owned and operated by PZ Cussons Beauty LLP, a Limited Liability Company registered in England and Wales.
• Givaudan (Fragrance House)coreStrategic or Co-development PartnerSt Tropez partnered with Givaudan to create the signature mood-boosting fragrance that masks and eliminates self-tan smell, featuring bergamot and green apple notes.
• Sugar Beet Suppliers (Champagne Region)minorOthersDHA tanning active is sourced from Sugar Beet waste in the Champagne region, processed using biotechnology.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• L'Oréal: Global beauty conglomerate that owns Garnier (which sells self-tanning products under Ambre Solaire and Garnier Summer Skin). Competes with St Tropez via broader portfolio, larger retailer relationships, and significantly greater marketing budgets.
• Clarins: Premium skincare and body care brand offering self-tanning products (e.g., Clarins Self Tanning Milky Lotion). Competes with St Tropez in department stores and premium beauty retail through its broader prestige positioning.
• Ulta Beauty: US specialty beauty retailer stocking St Tropez alongside Bondi Sands, Tan-Luxe, and other self-tan brands. Relevant as a key channel partner and competitive benchmark for US distribution strategy.

Direct peers

• Tan-Luxe: Premium self-tan brand built around hyaluronic-acid-infused tanning drops and skincare-positioned formulations. Competes with St Tropez's Luxe Tan Tonic Glow Drops and skincare-infused face tan range on the clean beauty premium shelf.
• Bondi Sands: Australian-origin self-tanning brand offering mousses, lotions, and gradual tanners across global retail and DTC channels. Closest direct competitor to St Tropez with similar product formats and target consumer.
• James Read: Self-tan brand offering sleep mask tans, face tanners, and professional-grade products with a salon-trainer heritage. Competes with St Tropez's professional and face-tan categories.
• MineTan: Australian self-tan brand offering mousses, sprays, and professional solutions. Directly comparable on product format and target demographic, with overlap in UK, Australian, and US retail channels.
• Coco & Eve: Self-tan brand offering bronzing mousse, gradual tanner, and sunless tan products with skincare positioning. Sells through UK retailers including Boots and Look Fantastic, directly competing with St Tropez on-shelf and online.
• Isle of Paradise: DTC-native self-tan brand offering color-correcting green, violet, and clear self-tan drops. Competes with St Tropez in the same premium, multi-format face and body self-tanning category, especially among younger consumers.

Others

• PZ Cussons: Parent company of St Tropez and owner of adjacent beauty and personal care brands (Imperial Leather, Original Source, Carex). Relevant as the corporate parent whose strategic decisions shape St Tropez's investment and growth path.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sttropeztan
• TikToktiktok.com/@sttropeztan
• Xx.com/sttropeztan
• LinkedInlinkedin.com/company/st-tropez-tan

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about St Tropez