Loving Tan
Loving Tan is a luxury sunless tanning brand offering DHA-based self-tanning mousses, lotions, serums, and masks across multiple shades and development times, sold via direct-to-consumer e-commerce across five regional storefronts and Ulta Beauty retail in the US.
- Company typePrivate
- Founded2010
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Loving Tan does
Loving Tan is a luxury sunless tanning brand founded in 2010 and headquartered in Brisbane, Australia. The company develops and sells self-tanning products formulated with naturally derived DHA (dihydroxyacetone) as the active ingredient combined with ceramide-infused skin care ingredients. Its portfolio spans mousses, lotions, serums, masks, and accessories, organized by shade (Medium, Dark, Ultra Dark, Maximum) and development time, including the 10 Min Express line, the 2 HR Express line, and the 8 HR Deluxe line. The newest offering, the 10 Min Express Self-Tanning Smoothing Mask, was developed over four years and consumer trials reported 96% transfer-resistance and 94% natural-looking results after 24 hours.
The brand serves beauty-conscious consumers seeking natural-looking, sun-free tans, with a secondary positioning toward wellness-focused consumers driving the skinification of self-tan products. Loving Tan generates revenue through direct-to-consumer e-commerce via five regional Shopify storefronts (USA, Europe, UK, Australia, Canada), with unit pricing ranging from $35 to $60 per SKU. Distribution is supplemented by wholesale/retail placement at Ulta Beauty in the United States, where the 10 Min Express Mask launched nationwide on February 22, 2026. The company also operates a Subscribe + Save subscription program and a Rewards loyalty program.
Since July 2023, Loving Tan has been controlled by private equity firm Gauge Capital, which appointed Hilary Daly as CEO to drive organic growth and expansion into related markets. The firm has 11-50 employees and is privately held with no public ticker. A brand refresh with new packaging was unveiled in early 2026 alongside the new mask launch.
Loving Tan firmographics
Firmographics- Name
- Loving Tan
- Legal name
- Loving Tan USA
- Website
- https://int.lovingtan.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Loving Tan is a luxury sunless tanning brand offering DHA-based self-tanning mousses, lotions, serums, and masks across multiple shades and development times, sold via direct-to-consumer e-commerce across five regional storefronts and Ulta Beauty retail in the US.
- Ownership category
- akta.pro rank
Loving Tan industry classification
Industry- Product category
- Sunless Tanning Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Self-Tanning (Lotions, Mousses, Drops) (CRABAHAG)
- akta.pro secondary industries
- Professional Tanning (Spray Tan & Salon Systems) (CRABALAI), Sunless Tanning Prep & Maintenance (Exfoliators, Primers, Extenders, Removers) (CRABAHAI), Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)
Keywords
Where Loving Tan is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Loving Tan business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer E-commerce: Loving Tan generates revenue through direct online sales via LovingTan.com across multiple regional storefronts (USA, Europe, UK, Australia, Canada). Products are sold at fixed unit prices with no subscription required for purchase.
- Subscription / Subscribe + Save: The brand offers a Subscribe + Save program, allowing recurring purchases of products, suggesting a subscription-based revenue stream alongside the primary one-time purchase model.
- Retail Distribution: Products are sold through retail partners including Ulta Beauty nationwide, generating revenue through wholesale or consignment arrangements with physical retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 2 HR Express Self-Tanning Mousse Dark 200ml |
| Unit Pricing | Pay-as-you-go | 2 HR Express Self-Tanning Mousse Ultra Dark |
| Unit Pricing | Pay-as-you-go | 2 HR Express Face Self-Tanning Serum Dark |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Loving Tan product offering
Product offeringCore offering
Loving Tan develops, manufactures, and sells a luxury sunless tanning product range built on naturally derived DHA combined with skin-care ingredients such as ceramides. The portfolio includes the 10 Min Express Self-Tanning Smoothing Mask, 2 HR and 8 HR express mousses and lotions across Medium, Dark, Ultra Dark, and Maximum shades, face self-tanning serums, applicator mitts, and curated kits and gift sets, sold direct-to-consumer and through Ulta Beauty.
Product overview
Loving Tan is a luxury sunless tanning brand offering a comprehensive portfolio of self-tanning products. The core product lineup includes the revolutionary 10 Min Express Self-Tanning Smoothing Mask (rinse-off format) and the bestselling 2 HR Express Self-Tanning Mousse line available in multiple shades (Medium, Dark, Ultra Dark). Products are organized by tan type (Mousses + Foams, Lotions + Creams, Face Serums) and shade levels (Medium, Dark, Ultra Dark, Maximum). The brand also offers Accessories (including Applicator Mitt) and Kits + Gifts bundles. A subscription service (Subscribe + Save) enables recurring purchases. Headquartered in Brisbane, Australia with US operations.
Differentiator
Problem solved
Functional benefit
Products and services
- 10 Min Express Self-Tanning Smoothing Mask Rinse-off express self-tanning mask that delivers a transfer-resistant, natural-looking tan in 10 minutes, with color continuing to develop over 24 hours. Contains naturally derived DHA and ceramides; for consumers seeking rapid salon-quality tanning results without UV exposure.
- 2 HR Express Self-Tanning Mousse Self-tanning mousse that develops a natural-looking tan in 2 hours, available in Medium, Dark, and Ultra Dark shades. For consumers seeking a quick-developing, salon-quality tan at home.
- 2 HR Express Face Self-Tanning Serum Face-specific self-tanning serum designed to develop a natural-looking tan on facial skin, formulated for the face. For consumers looking to extend their tan to the face with a dedicated serum format.
- Applicator Mitt (Accessories) Tanning applicator mitt used to apply self-tanning products for a streak-free, transfer-resistant finish. For consumers using Loving Tan mousses, lotions, and masks.
- Kits + Gifts Curated gift sets and kit bundles combining multiple Loving Tan self-tanning products and accessories into a single purchase. For consumers shopping for gifts or a complete tanning routine in one package.
- Subscribe + Save Self-serve recurring subscription service that delivers Loving Tan self-tanning products on a regular schedule with savings, enabling customer retention and predictable recurring revenue.
Quantifiable outcome
- 96% of consumers found the 10 Min Express mask transfer-resistant (consumer trial)
- +3 more outcomes
Companies that use Loving Tan
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Loving Tan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Loving Tan partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ulta BeautycoreUlta Beauty is a key retail distribution partner for Loving Tan in the United States. The 10 Min Express Self-Tanning Smoothing Body Mask launched exclusively at Ulta Beauty nationwide on February 22, 2026, demonstrating a strong retail partnership for product distribution.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Loving Tan competitors and assessment
Company assessmentEmerging players
- Coco & Eve: Sunless tanning and body care brand selling self-tan mousses and Bali-inspired body care primarily through DTC and Amazon. Emerging peer in premium self-tan with strong social media-led growth.
- Drunk Elephant: Premium skincare brand sold through Sephora and DTC with a similar ingredient-driven, 'skinfluencer' positioning. Comparable as a peer in the 'skinification' of beauty and as a premium DTC/retail hybrid beauty brand.
Direct peers
- Bondi Sands: Australian-origin sunless tanning brand offering self-tan mousses, lotions and gradual tanners globally through DTC and retail (including Ulta). Most direct comparable in origin, product format and distribution channels to Loving Tan.
- Tan-Luxe: Premium self-tan brand offering drops, mousses and oils with a skincare-infused positioning. Direct competitor in luxury self-tanning with overlapping product format (drops, serums) and target consumer.
- Vita Liberata: Luxury organic self-tan brand offering mousses, lotions and body care with a clean-beauty positioning. Direct peer in premium self-tan with similar skincare-infused, 'skinification' positioning.
- St. Tropez: Mass-premium self-tan brand owned by PZ Cussons, selling mousses, lotions and professional spray tan systems across global retail and professional channels. Direct competitor in luxury/premium sunless tanning with overlapping shade and format range.
- Bare by Vogue: Australian self-tan brand listed alongside Loving Tan by industry trackers as a key driver of the sunless tan category. Direct competitor with overlapping mousses, foams and express tanning SKUs.
- Isle of Paradise: Self-tan drops, mousse and foam brand with a clean, vegan positioning. Direct competitor in the hybrid self-tan + skincare segment with similar drop/serum formats to Loving Tan.
Broad incumbents
- Jergens Natural Glow: Mass-market gradual self-tan lotions sold through mass retail and drugstores. Broader incumbent offering sunless tanning as part of a wider body care portfolio, competing at a different price tier but in the same category.
- L'Oréal (self-tan portfolio): Global beauty conglomerate that owns self-tan-adjacent brands (e.g., Garnier) and competes broadly in beauty retail. Incumbent with vastly larger marketing, R&D and shelf-influence budgets and portfolio breadth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Loving Tan social profiles
Digital presenceLoving Tan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loving Tan leadership team
Management profileNumber of profiles
Profiles1 record
Loving Tan funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loving Tan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loving Tan
What does Loving Tan do?
Loving Tan develops, manufactures, and sells a luxury sunless tanning product range built on naturally derived DHA combined with skin-care ingredients such as ceramides. The portfolio includes the 10 Min Express Self-Tanning Smoothing Mask, 2 HR and 8 HR express mousses and lotions across Medium, Dark, Ultra Dark, and Maximum shades, face self-tanning serums, applicator mitts, and curated kits and gift sets, sold direct-to-consumer and through Ulta Beauty.
Is Loving Tan a public or private company?
Loving Tan is a private company. It is classified as private equity controlled and is currently operating.
When was Loving Tan founded?
Loving Tan was founded in 2010. It employs 11 to 50 people.
Where is Loving Tan based?
Loving Tan is headquartered in Brisbane, Australia, in the Oceania region.
How does Loving Tan make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are subscription / Subscribe + Save and retail Distribution.
Who are Loving Tan's main competitors?
Emerging players on record are Coco & Eve and Drunk Elephant. Direct peers are Bondi Sands, Tan-Luxe, Vita Liberata, St. Tropez, Bare by Vogue and Isle of Paradise. Broad incumbents are Jergens Natural Glow and L'Oréal (self-tan portfolio).
Does Loving Tan have an API?
No public API is recorded for Loving Tan.
What industry is Loving Tan in?
Loving Tan's product category is Sunless Tanning Products. Its primary akta.pro industry code is CRABAHAG, Self-Tanning (Lotions, Mousses, Drops), with a secondary code of CRABALAI, Professional Tanning (Spray Tan & Salon Systems). Its NAICS code is 456120 and its SIC code is 2844.