What Bare by Vogue does

Bare by Vogue is a privately held, Ireland-based direct-to-consumer self-tanning brand founded in 2019 by Irish television presenter and model Vogue Williams. The company develops and sells DHA-based self-tanning formulations for face and body, organized across core formats (Self Tan Foam, Self Tan Lotion, Clear Tan Foam, Gradual Tan, Couture Instant Tan), face-specific products (Face Tanning Serum, Mist, Drops, and Overnight Tan Mask), supporting body products (Liquid Body Illuminator, Golden Shimmer Dry Oil), and accessories such as tanning mitts, brushes, and tan removal gels. Formulas integrate skincare actives including a proprietary Super Peptides Complex, hyaluronic acid, and botanical extracts, and the line spans four shade intensities from Light to Ultra Dark, with cruelty-free, pregnancy-safe positioning.

The business operates a product-led growth model anchored on the barebyvogue.com Shopify storefront, with marketing driven by the founder's personal brand across Instagram, TikTok, and YouTube, plus paid acquisition across Meta, TikTok, and Google display. Pricing is one-time purchase with unit prices between €9 and €29, bundles up to €83.20, and seasonal promotions such as the active 25% Summer Sale. The company has begun diversifying beyond pure DTC through a Boots UK & Ireland retail partnership and a newly launched Pro Tan B2B range for salons and spray tan artists.

Revenue mechanics are concentrated in direct e-commerce supplemented by retail and emerging B2B channels, with multi-currency support enabling geographic reach across Ireland, the UK, and the United States. The competitive backdrop is favorable: the UK self-tan market grew 43% between April 2025 and April 2026 and US consumer self-tan searches rose 55.3% in 2025 versus 2024, with Bare by Vogue identified as a key growth brand alongside Dior, Vita Liberata, St. Tropez, Loving Tan, and Dove. Bare by Vogue remains privately held and founder-controlled, with no disclosed venture capital, private equity, or institutional investment.

Name

Bare by Vogue

Legal name

Bare by Vogue

Website

https://barebyvogue.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Bare by Vogue is a privately held Ireland-based direct-to-consumer self-tanning brand founded by Vogue Williams, selling DHA-based face and body tanning products with integrated skincare actives through its Shopify storefront, Boots UK & Ireland retail, and a newly launched Pro Tan B2B range.

Ownership category

akta.pro rank

Product category

Self-tanning and sunless tanning beauty products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), 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

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

akta.pro secondary industries

Sunless Tanning Prep & Maintenance (Exfoliators, Primers, Extenders, Removers) (CRABAHAI), Professional Tanning (Spray Tan & Salon Systems) (CRABALAI), Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH)

Keywords

• Self-tanning products
• Sunless tanning brand
• Beauty skincare cosmetics
• Face tanning serum
• Tanning accessories

Headquarters

HQ city

Cork

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model for self-tanning products and accessories sold directly through barebyvogue.com. Products include Self Tan Foams, Lotions, Gradual Tans, Instant Tans, Face Tanning products, Accessories, and Bundles. Seasonal promotions drive volume with 25% summer sale discounts.
2. Professional/B2B Spray Tan Range: Pro Tan professional spray tanning products sold to salon professionals and spray tan artists. Launched with two shades: Light/Medium and Medium/Dark, targeting the professional beauty industry.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Bare by Vogue formulates, manufactures, and sells a line of DHA-based self-tanning products for face and body, including self-tan foams, lotions, gradual tans, instant tans, face tanning serums, mists, drops, an overnight tan mask, body illuminators, and tanning accessories. The brand also operates a Pro Tan professional range for salon spray tan services, with products manufactured in Ireland and the UK and distributed direct-to-consumer through barebyvogue.com and via Boots UK & Ireland.

Product overview

Bare by Vogue is a self-tanning brand founded by Vogue Williams, offering a comprehensive portfolio of tanning products for face and body. The product lineup is organized into core tanning products (Self Tan Foam, Self Tan Lotion, Clear Tan Foam, Couture Instant Tan, Gradual Tan products) and face-specific tanners (Face Tanning Serum, Mist, Drops, and Overnight Tan Mask). Supporting products include body illuminators (Liquid Body Illuminator, Golden Shimmer Dry Oil) and accessories (Luxury Tanning Mitt, Exfoliating Mitt, Body Brush, Self Tan Eraser). The range spans four shade intensities (Light, Medium, Dark, Ultra Dark) and includes both development-based tanners and instant tan options. Products are made in Ireland & UK, are cruelty-free, pregnancy safe, vegan-friendly, and free from sulfates and parabens. The company also offers a Professional Tan Range for salon use and provides interactive tools including a Shade Finder quiz and Bundle Builder.

Differentiator

Problem solved

Functional benefit

Products and services

• Self Tan Foam Luxuriously rich self-tanning foam formulated with naturally-derived ingredients and the Super Peptides Complex (Tetradecyl Aminobutyroylvalylaminobutyric Urea Trifluoroacetate, Palmitoyl Tripeptide-5, Palmitoyl Dipeptide-5 Diaminobutyroyl Hydroxythreonine) for skin elasticity. Develops in 4–8 hours and lasts 5–7 days. Available in Medium, Dark, and Ultra Dark shades; targeted at general consumers seeking body self-tan results.
• Self Tan Lotion Self-tanning body lotion with a hydrating formula designed for streak-free application. Available in Medium, Dark, and Ultra Dark shades for individual consumers seeking body self-tan.
• Clear Tan Foam Clear self-tan foam with a lightweight, quick-drying formula that develops into a natural, streak-free tan with no messy base colour. Available in Medium and Dark shades for individual consumers who prefer a clear (non-tinted) application.
• Couture Instant Tan Instant self-tanning product with zero development time, providing an immediate glow-to-go result. Available in Medium, Dark, and Ultra Dark shades for individual consumers who want same-day tanning results.
• Tinted Gradual Tan Tinted gradual tan lotion (200ml) described as the #1 best-selling product, with an instant colour guide for fool-proof application, dual active tan and hydrating ingredients, and a 1-hour rapid development time for individual consumers seeking a buildable, low-maintenance tan.
• Gradual Tan (Non-Tinted) Non-tinted gradual tan lotion positioned as the lower-maintenance counterpart to the Tinted Gradual Tan, for individuals who prefer gradual tanning without an instant colour guide.
• Face Tanning Serum Hybrid skincare serum and self-tan for the face, combining Hyaluronic Acid for deep pore hydration and plumping, Pomegranate extract for free-radical protection, and the Peptide Complex. Develops in 4–8 hours; 30ml size available in Light, Medium, and Dark for individual consumers wanting face tanning with skincare benefits.
• Face Tanning Mist Ultra-lightweight clear mist face tanner containing Oatmeal and Chamomile extracts that develops over 4–8 hours into a natural, streak-free golden tan. 125ml size available in Light, Medium, and Dark for individual consumers.
• Face Tanning Drops Customizable face tanning drops that can be mixed into the user's existing skincare routine to deliver a personalized face tan. Available in Light/Medium and Medium/Dark shades for individual consumers wanting customizable face tanning.
• Overnight Tan Mask Overnight face tan mask designed to work with the skin's natural overnight renewal cycle. Lightweight, fast-absorbing formula contains anti-aging peptides, Aloe Vera, Chamomile and Lavender, and develops a gradual, streak-free tan by morning with no transfer on sheets; 50ml size for individual consumers.
• Hydrating Facial Mist Revitalising facial mist formulated with Lactic Acid, Glycerin, Panthenol, and Caffeine plus a blend of 15 amino acids, designed to deliver dewy radiance and a luminous finish; 80ml size for individual consumers wanting a complementary skincare product.
• Liquid Body Illuminator Hydrating liquid body illuminator enriched with amino acids from Goji Berry and Pomegranate and Vitamins A & C from Grapefruit. Water-based and water-/transfer-resistant for a glowing finish; 100ml size.
• Golden Shimmer Dry Oil Luxurious shimmering dry oil for the body with Argan Oil, Grape Seed Oil, and Camellia Oil, designed to replenish moisture and leave a delicate golden shimmer; 150ml size for individual consumers.
• Luxury Tanning Mitt Luxury velvet tanning mitt designed to enable smooth, flawless self-tan application in half the time with less mess and no streaks; for individual consumers using the brand's self-tan products.
• Luxury Exfoliating Mitt Double-sided exfoliating mitt used to prepare the skin before tanning; buffs away dead skin cells and features a built-in thumb for easier body movement.
• Body Brush Densely bristled body brush for streak-free and radiant tan application on face or body; designed to pair with any Bare by Vogue tanning product.
• Self Tan Eraser Self-tan removal gel for removing self-tan build-up. Apply liberally, leave for 5–10 minutes, then massage with an exfoliating mitt in a warm shower; for individual consumers correcting or removing self-tan.
• Jumbo Express Tan Removal Gel Larger 500ml size of the express self-tan removal gel for quick and effective removal of self-tan.
• Pro Tan Professional Range Professional spray tanning product range sold to salon professionals and independent spray tan artists for use in client spray tan services, launched as part of the new professional tanning community in Light/Medium and Medium/Dark shades.
• Travel Size Products Travel-size versions of best-selling Bare by Vogue tanning products including Clear Tan Foam 70ml, Mini Liquid Body Illuminator 50ml, Face Tanning Drops 30ml, and the Hot Pink Travel Bag, marketed to individual consumers as on-the-go tanning collections.
• Holiday Gift Sets Curated gift sets of Bare by Vogue best sellers including the Paradise Glow Set and Sun-Kissed Greetings Set, sold in branded packaging as Holiday 2025 limited-edition collections for individual consumers and gifting.
• Bundle Builder Packs (Ultimate Travel Bundle, Hydrate & Glow Bundle, Summer Tan Reviver) Pre-curated multi-product tanning bundles assembled through the Bundle Builder tool — including the Ultimate Travel Bundle, Hydrate & Glow Bundle, and Summer Tan Reviver — sold with an extra 5% Pair & Save discount for individual consumers.

Quantifiable outcome

• UK self tan sales rose 43% (April 2025–April 2026) driven by skinification trend
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Boots UK & IrelandcoreChannel Partner/ Reseller/ DistributorBoots UK & Ireland is a retail distribution partner for Bare by Vogue products. The Overnight Tan Mask launch through Boots sold out within 48 hours, demonstrating strong retail partnership success.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• St. Tropez: St. Tropez is the global category leader in self-tan, owned by PZ Cussons. Sells mousses, lotions, mists and professional salon formulas that compete head-to-head with Bare by Vogue's core product range across the same UK/Irish customer base.
• Bondi Sands: Bondi Sands is an Australian self-tan brand (now backed by Kao) selling foams, aerosols, and gradual tanners. It competes directly in the DTC + mass-retail channel that Bare by Vogue targets, with overlapping shade range and product positioning.
• Vita Liberata: Vita Liberata is an Irish-based organic self-tan brand selling mousse, lotion, and serum formats. It is a geographically close direct competitor with similar premium positioning, organic credentials, and UK/Irish retail distribution.
• Loving Tan: Loving Tan is an Australian self-tan brand famous for its mousse and gradual tan products. It targets the same DTC beauty consumer with similar skincare-tanning crossover messaging and competes for UK/US share.
• Isle of Paradise: Isle of Paradise sells self-tan drops, mousse and mist formats with a strong skincare-cosmetics hybrid angle. Comparable to Bare by Vogue's Face Tanning Drops / Serum and skincare-integrated differentiation story.
• Tan-Luxe: Tan-Luxe pioneered the tanning drop format combined with skincare actives, mirroring the face-tanning drops / serum category that Bare by Vogue sells. Premium DTC positioning with similar multi-currency retail distribution.
• Tanologist: Tanologist sells self-tan drops, mousse, water and gradual tan products with a clear skincare-tan blend. Direct overlap with Bare by Vogue's SKU mix and price points, and comparable DTC-led, social-driven marketing playbook.
• Skinny Tan: Skinny Tan is a UK-based self-tan brand with mousse, lotion and gradual tan offerings sold through Boots and other UK retailers, putting it in direct competition with Bare by Vogue on shelf as well as online.
• James Read: James Read is a celebrity-tanner-founded brand selling self-tan products including Sleep Mask Tan and Glow Drops. Direct comparability with Bare by Vogue's Overnight Tan Mask and face-tan format strategy, and a similar celebrity-credibility-driven positioning.

Emerging players

• Coco & Eve: Coco & Eve started in self-tan (Sunny Honey Bali Bronzing Foam) and expanded into broader beauty. Comparable as a DTC, social-media-led, celebrity-adjacent brand entering adjacent skincare and haircare categories in the same way Bare by Vogue may expand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@barebyvogue

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Bare by Vogue