INNOVÉ Beauty & Wellness

What INNOVÉ Beauty & Wellness does

INNOVÉ Beauty & Wellness is a Macedonia, Ohio-based, PE-backed manufacturer of professional spray tanning equipment and full-body skincare solutions, founded in 2000 (formerly Sunless, Inc.) and rebranded to its current name in 2025. The company operates a multi-brand portfolio — Mystic (Mystic Tan Unity booth with MagneTan electrostatic spray technology), Norvell (professional handheld HVLP systems, solutions, and self-tanners), VersaSpa (Pro automated spray booth with Pro-Connect remote monitoring), and WellFit (booth-delivered skincare treatments) — and serves tanning salons, fitness clubs, day and med spas, mobile spray tan artists, boutiques, and hospitality venues across 7,000+ locations worldwide. Proprietary components include MagneTan spray technology, Pro-Connect remote booth monitoring, the WellFit formulation complexes (Tri-Hydro Boost, C-Lift Peptide, Nitro + Mineral, Bio Glow), Venetian Vio-7 anti-orange bronzer pigments, Odor-Ban 200, and eight registered US design patents on the VersaSpa booth architecture.

INNOVÉ makes money through a hardware-plus-consumables model: one-time capital equipment sales of Mystic Unity and VersaSpa Pro booths plus Norvell handheld devices (price on quote, with optional extended warranties), and recurring revenue from spray tan solutions (bag-in-box and single-use cartridges), bronzers, accelerators, fragrances, accessories, and the WellFit skincare treatment line. Ancillary revenue streams include professional training and certification through Norvell University and the Automated Spray Booth Academy (ASBA), at-home retail self-tanners, and consumer skincare sold through shop.sunlessinc.com and shop.innovebw.com. Pricing is quote-based for equipment and unit-based for solutions; the disclosed end-consumer ASP is a $25 national average spray tan session, while the operator-side actual ASP is $9–$18 after extras and promotions.

The go-to-market is a hybrid direct sales and channel model: dedicated account representatives handle enterprise and multi-unit operators with custom booth and solution programs; e-commerce serves SMBs and individual professionals; a salon locator and certified technician network in all 50 US states provide last-mile service; and industry events such as National Spray Tanning Day and ASBA drive demand generation. The company is privately held and has been backed by Castle Harlan and Branford Castle since founding, and 88% aided brand awareness, #1 professional spray tan brand status, and 18M+ annual spray tans powered across the network indicate category leadership in a ~$500M worldwide retail category.

Name

INNOVÉ Beauty & Wellness

Legal name

Innove, Inc.

Website

https://innovebw.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

INNOVÉ Beauty & Wellness designs and manufactures automated spray tanning booths (Mystic, VersaSpa), professional handheld equipment (Norvell), and full-body skincare solutions (WellFit) for 7,000+ salons, fitness centers, spas, and beauty professionals worldwide via a hardware-plus-recurring-consumables model.

Ownership category

akta.pro rank

Product category

Professional Spray Tanning Equipment

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional Tanning (Spray Tan & Salon Systems) (CRABALAI)

akta.pro secondary industries

Tanning Equipment Sales, Leasing & Maintenance (HSALAJAJ), Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)

Keywords

• Spray tanning equipment
• Sunless tanning solutions
• Automated spray booths
• Professional skincare treatments
• Beauty equipment manufacturer

Headquarters

HQ city

Macedonia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of automated spray tanning booths (Mystic Unity, VersaSpa Pro) and handheld equipment (Norvell handheld systems) as capital equipment purchases to salons, fitness centers, and beauty businesses. One-time hardware sale with extended warranty options.
2. Spray Tan Solutions: Recurring consumable revenue from spray tanning solutions and skincare treatments. Solutions are sold in bulk containers and single-use cartridges, requiring regular repurchase. Includes tanning solutions, bronzers, accelerators, fragrances, and WellFit skincare products.
3. Professional Training: Revenue from Norvell University training programs and Automated Spray Booth Academy certification courses. Also includes marketing materials, brochures, and point-of-sale materials sold to business customers.
4. Accessories and Supplies: Sale of spray tanning accessories including eye protection, nose filters, ear plugs, lip balm, barrier creams, sticky feet/booties, and booth maintenance supplies.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

INNOVÉ Beauty & Wellness manufactures and sells automated spray tanning booths (Mystic Tan Unity, VersaSpa Pro) and professional handheld HVLP equipment (Norvell) to salons, spas, fitness centers, and beauty businesses. The company also sells recurring consumable spray tan solutions, skincare treatments (WellFit collections), accessories, and offers professional training and certification programs (Norvell University, ASBA).

Product overview

INNOVÉ Beauty & Wellness operates a multi-brand portfolio of spray tanning equipment, professional handheld devices, and skincare solutions. The core product lines include VersaSpa Pro and Mystic Tan Unity automated spray booths (both powered by WellFit skincare technology), Norvell professional handheld equipment and solutions, and WellFit skincare treatments. VersaSpa Pro is designed for wellness-focused businesses offering customizable face/leg-only treatments, while Mystic Unity targets customization with its 8-bay solution drawer and 12 tan shades. Norvell serves professional spray artists with handheld HVLP systems (M1000, Z3000, MGun, ZGun) and is the #1 selling professional brand solution. WellFit skincare treatments integrate into both booth systems as add-ons or standalone services. Supporting offerings include Norvell University training, Automated Spray Booth Academy certification, and consumer retail products. The company powers over 18 million spray treatments annually across 7,000+ salon locations worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Mystic: Advanced spray booth technology for customizable full-body treatments with MagneTan spray technology.
• Norvell
• VersaSpa
• WellFit

Products and services

• VersaSpa Pro (WellFit Powered) Automated spray booth delivering full-body skincare and sunless tanning in minutes with three HVLP spray nozzles, height sensor, heated dry passes, customizable Face-Only and Legs-Only sessions, and Pro-Connect remote monitoring for B2B salon and spa operators.
• Mystic Tan Unity (WellFit Powered) Most technologically advanced spray booth offering personalized full-body treatments with MagneTan electrostatic spray technology, 8-bay solution drawer, 12 tan shades, adaptive lighting, audio guidance, optional mobile app control, and integrated WellFit skincare treatments for B2B operators.
• Norvell Professional Equipment Professional handheld HVLP spray tan equipment for spray tan artists, including M1000, Z3000, MGun, and ZGun systems, plus Venetian Vio-7 anti-orange bronzer pigments and rapid one-hour development formulations.
• WellFit Skincare Solutions Full-body skincare treatments for delivery through spray booths including WellFit Essentials Collection (Hydrate, Lift, Recover, Balance) and WellFit Clinical Collection (Aqua Boost, Vital Lift, Derma Balance, Revitaluxe), formulated with proprietary complexes such as Tri-Hydro Boost Complex and C-Lift Peptide Complex.
• Norvell University Professional spray tan training program covering product science and application techniques through virtual and hands-on instruction, helping beauty professionals and salon operators build spray tan businesses.
• Automated Spray Booth Academy (ASBA) Certification training program for Mystic Unity and VersaSpa Pro booth operators covering automated sunless tanning techniques, client communication, upselling, and retail add-ons, resulting in a 3-year valid diploma.
• WellFit At-Home Products Consumer-facing skincare products for home use including Cleanser, Toner, Serum, and Toner Mitt, designed to complement in-booth WellFit treatments and extend the skincare experience.
• Norvell Self-Tanners Retail self-tanning products including Venetian, VIVID, Dark, Cosmo, and Clear lines available as lotions, mousses, mists, and drops for individual consumer use.

Quantifiable outcome

• 18,000,000+ spray tans powered annually
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MineTan: Australian professional spray tan brand offering solutions, handheld equipment, and training. Most direct international competitor to Norvell in the professional sunless tanning space, overlapping on equipment, DHA solutions, and mobile artist training.
• St. Tropez (PZ Cussons): Iconic sunless tanning brand owned by PZ Cussons, offering professional and consumer self-tanners, including the professional Pro Bronzing mousse line used in salons. Direct competitor to Norvell self-tanners and to INNOVÉ's professional solution portfolio.
• Bondi Sands: Australian-born, globally scaled self-tanner brand with strong salon channel presence and a professional range. Direct competitor to Norvell in self-tanners and to VersaSpa/Mystic on the consumer end of spray tanning.
• Sjolie Sunless: US-based professional spray tan equipment and solution brand serving mobile artists and salons with HVLP systems. Directly comparable to Norvell's handheld equipment and solution business for the mobile artist segment.

Emerging players

• Tan-Luxe: Premium D2C self-tanning brand with innovative drops, mists, and lotions. Adjacent competitor that pressures the consumer self-tan side of INNOVÉ's Norvell retail business and is a partial headwind to salon traffic.
• Beauty by Earth: Clean beauty D2C self-tanner brand with strong Amazon and salon-adjacent presence. Emerging player that competes with Norvell self-tanners in the retail and Amazon channels where INNOVÉ holds the #1 position.
• Isle of Paradise: Premium D2C self-tanning brand with color-correcting drops, mists, and mousses. Emerging player in the prestige self-tan category, relevant as a competitive threat to the Norvell retail self-tanner line.

Broad incumbents

• L'Oréal: Global beauty conglomerate whose brands (Garnier Ambre Solaire, La Roche-Posay) include self-tanning and body-care lines. A broad incumbent with adjacent products and salon distribution that could expand into the professional spray tan space.
• Coty Inc. Global beauty conglomerate with mass and prestige sunless tanning offerings (e.g., CoverGirl + Olay, Sally Hansen). Broad incumbent competitor in the consumer self-tanner market, with potential to extend into professional channels.
• Estée Lauder Companies: Prestige beauty conglomerate with body-care and self-tanning adjacencies (e.g., Tom Ford Soleil, Clinique). Broad incumbent whose scale and R&D could pressure INNOVÉ's positioning if it moved deeper into full-body skincare delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/227790303927589
• Instagraminstagram.com/versaspaofficial
• Xx.com/wearesunless
• LinkedInlinkedin.com/company/sunless-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about INNOVÉ Beauty & Wellness