Devoted Creations
Devoted Creations is a privately held Florida-based manufacturer of premium indoor tanning lotions and skincare products, supplying tanning salons worldwide (B2B) since 2004 and selling direct-to-consumer via its owned e-commerce storefront across 15+ product lines.
- Company typePrivate
- Founded2004
- HeadquartersOldsmar, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Devoted Creations does
Devoted Creations, Inc. is a privately held, Florida-incorporated manufacturer of premium indoor tanning lotions and skincare products, founded in 2003-2004 and headquartered in Oldsmar (Pinellas County). The company operates a hybrid B2B/B2C model: it supplies tanning salons worldwide as a preferred vendor since 2004 and sells directly to consumers through its owned e-commerce storefront at store.devotedcreations.com. Its portfolio spans 15+ product lines organized into ten named collections (Color Rush, HIM, DC Soho, Face & Body Care, Intensity, Classic, Glow+Labs, Glamour, Collagenetics, and Red Light), with unit prices ranging from approximately $1 for small accessories to $56.98 for premium skincare creams.
The company's core competency is skincare-formulation chemistry layered onto tanning performance, with five proprietary technology platforms — Color Intelligence, Ingredient Locking, Collagenetics (LED-light compatible), Intenslim, and Karatoline — built around in-house manufacturing. Products combine DHA and natural bronzers with peptides, vegan collagen, hyaluronic acid, plant-based stem cells, and antioxidants, addressing use cases from indoor accelerators and DHA/natural bronzers to tan extenders, after-sun refreshers, men's skincare, and LED/red-light compatible facial treatments. The business is supported by an ecosystem of sister brands (Ed Hardy TanNovations, Selfie Glow, Hemp IQ, Fitburn, Podz Eyewear) and the Devoted On Demand digital platform, plus memberships in four indoor-tanning industry associations.
Go-to-market combines long-tenured wholesale relationships with salons, event-driven promotional support (the 2025-2026 Salon Event Program covers Grand Openings, Anniversary, and Charity Events), and direct e-commerce with social media presence across Facebook, Instagram, YouTube, and TikTok. Pricing is unit-based at retail with non-publicly disclosed B2B wholesale terms. The company is privately held with no institutional funding, M&A, or parent-company relationships disclosed.
Devoted Creations firmographics
Firmographics- Name
- Devoted Creations
- Legal name
- Devoted Creations, Inc.
- Website
- https://devotedcreations.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Devoted Creations is a privately held Florida-based manufacturer of premium indoor tanning lotions and skincare products, supplying tanning salons worldwide (B2B) since 2004 and selling direct-to-consumer via its owned e-commerce storefront across 15+ product lines.
- Ownership category
- akta.pro rank
Devoted Creations industry classification
Industry- Product category
- Tanning and Skincare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)
- 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
- Sunless Tanning Product Retail (Self-Tanners/Branded Products) (HSALAJAH), Professional/Backbar Skincare (Esthetician & Spa Use) (CRABAAAK), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Devoted Creations is headquartered
LocationHeadquarters
- HQ city
- Oldsmar
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Devoted Creations business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- B2B Salon Product Sales: Supplying tanning salons with premium skincare products. The company has been a preferred supplier for salons since 2004 with over 15 diverse product lines and in-house manufacturing.
- Direct-to-Consumer E-commerce: Retail sales through the company's owned online storefront at store.devotedcreations.com. Products include moisturizers, bronzers, accessories, and apparel sold directly to individual consumers.
- Salon Event Promotional Support: Marketing support services provided to salon partners for events such as Grand Openings, Anniversary Events, and Charity Events to drive product sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Moisturizers - Standard sizes 2oz to 18.25oz |
| Unit Pricing | Pay-as-you-go | Face & Body Care Products |
| Unit Pricing | Pay-as-you-go | Apparel and Accessories |
| Unit Pricing | Pay-as-you-go | Accessories and Merchandise |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Devoted Creations product offering
Product offeringCore offering
Devoted Creations manufactures and distributes a broad range of premium tanning lotions, skincare products, and accessories for women and men, organized into 15+ product lines across nine named collections (Color Rush, HIM, DC Soho, Face & Body Care, Intensity, Classic, Glow+Labs, Glamour, Collagenetics). The company operates as a preferred wholesale supplier to tanning salons worldwide since 2004 and also sells directly to individual consumers through its own e-commerce storefront. In-house manufacturing and proprietary formulation technologies support products spanning accelerators, DHA and natural bronzers, tan extenders, tingle products, anti-aging moisturizers, LED-light compatible skincare, and related accessories.
Product overview
Devoted Creations is a manufacturer of premium tanning bed lotions and skincare products with over 15 diverse product lines. The portfolio includes ten main collections: Color Rush (luxurious hydration and anti-aging), HIM (men's skincare), DC Soho (natural color with wrinkle reduction), Face & Body Care (daily skincare and tan extenders), Intensity (dramatic dark color), Classic Devoted Creations, Glow+Labs (glow-focused), Glamour, Collagenetics (LED light compatible with spa-quality formulations), and Red Light products. Individual products span multiple categories including Accelerators, DHA Bronzers, Natural Bronzers, Tan Extenders, and Tingle products. The extensive product lineup also includes face and body moisturizers in various scents, after sun refreshers, body washes, facial tanning masks, bronzing balms, body cleansers, and specialized skincare treatments. The company also offers accessories including bags, towels, mirrors, air fresheners, drinkware, phone accessories, and clothing items. Founded in 2004, Devoted Creations operates in-house manufacturing to ensure product freshness and quality.
Differentiator
Problem solved
Functional benefit
Brands
- Collagenetics: Collagen-focused skincare collection formulated with LED light users in mind, includes Collagenetics Spa and Collagenetics Illuminate lines.
- Color Rush
- DC Soho Collection
- Face & Body Care
- Glamour Collection
- Glow+Labs
- HIM
- Intensity Collection
- Devoted Creations (Classic)
Quantifiable outcome
- Products available in 15+ diverse product lines
- +1 more outcomes
Companies that use Devoted Creations
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
Devoted Creations technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Devoted Creations partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- Ed Hardy TanNovationsminorSister brand/logo partnership displayed on devotedcreations.com. Both brands appear under the same corporate umbrella or ownership structure.
- Selfie GlowminorSister brand displayed on devotedcreations.com website. Related brand in the tanning/skincare space.
- Hemp IQminorPartner brand displayed on website, potentially in the wellness/cannabis-adjacent skincare space.
- FitburnminorPartner brand with technology referenced in FB12 product (Intenslim technology). Brand focused on body contouring/fitness skincare.
- Podz EyewearminorTanning eyewear brand partner displayed on devotedcreations.com website.
- Devoted On DemandcoreDigital platform/brand under the Devoted Creations umbrella offering content, training, or additional services to the salon network.
- American Suntanning AssociationcorePrimary industry association membership providing credibility, industry advocacy, and network access within the suntanning industry.
- JCTA (Junta de Turismo de Aruba)minorTourism board affiliation displayed as a partner/association on the website.
- The Sunbed Association (UK)coreUK-based industry association membership demonstrating international industry recognition and regulatory compliance.
- Smart Tan NetworkcoreIndustry network affiliation providing education, advocacy, and business resources for the indoor tanning industry.
- Sun is LifeminorIndustry safety/education program partnership displayed on the website.
- Cardiac Kids Foundation of FloridaminorCharitable foundation partnership involving event support and philanthropy. Devoted Creations supports charity events.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Devoted Creations competitors and assessment
Company assessmentBroad incumbents
- Jergens Natural Glow: Jergens Natural Glow is a mass-market gradual sunless tanning brand owned by Kao Corporation. Overlaps with Devoted Creations on at-home DHA-based self-tanners and tan extenders, but competes primarily in grocery/mass retail rather than salons.
- St. Tropez: St. Tropez is a leading professional sunless tanning brand owned by a larger personal-care parent, sold through salons, spas, and major retail. Comparable in product category (DHA-based sunless tanning) but with broader consumer reach and marketing scale.
- Bondi Sands: Bondi Sands is a fast-growing global sunless tanning brand with major mass-market and DTC presence. Overlaps with Devoted Creations in self-tanning (DHA) products but operates at significantly larger scale and broader retail distribution.
- Sun Bum: Sun Bum is a lifestyle sun-care and sunless tanning brand with strong consumer brand recognition and broad retail distribution. Overlaps with Devoted Creations on tanning-adjacent skincare but extends further into SPF and broader lifestyle categories.
Direct peers
- Designer Skin: Designer Skin is a long-standing premium indoor tanning lotion brand with multiple product lines targeting salons and individual tanners. Direct competitor in the same professional tanning channel with comparable tiered collections and branding.
- Australian Gold: Australian Gold is one of the largest professional and retail tanning/skincare brands, supplying indoor tanning salons with bronzers, accelerators, and SPF products. Directly comparable as a B2B salon supplier with overlapping product categories (DHA bronzers, accelerators, after-sun).
- California Tan: California Tan is a major manufacturer of indoor tanning lotions and skincare, supplying salons with branded product lines. Direct peer with similar hybrid B2B salon / B2C model and comparable formulation focus.
- Ed Hardy TanNovations: Ed Hardy TanNovations is a sister/partner brand listed on Devoted Creations' website and a competing professional tanning lotion brand with strong lifestyle branding. Closely comparable in salon positioning, branding approach, and target customer.
- Supre Tan: Supre Tan is a U.S.-based manufacturer and supplier of professional indoor tanning lotions serving tanning salons. Directly comparable in product mix (tanning accelerators, bronzers, intensifiers) and B2B salon go-to-market.
Emerging players
- Hempz: Hempz is a hemp-seed-based skincare brand sold through salons, spas, and retail. Partial overlap with Devoted Creations' salon distribution model and skincare positioning; relevant as a salon-channel competitor for body care and moisturizers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Devoted Creations social profiles
Digital presenceDevoted Creations financial estimates
Financial estimateRevenue estimate
Valuation estimate
Devoted Creations leadership team
Management profileNumber of profiles
Devoted Creations funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Devoted Creations 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 Devoted Creations
What does Devoted Creations do?
Devoted Creations manufactures and distributes a broad range of premium tanning lotions, skincare products, and accessories for women and men, organized into 15+ product lines across nine named collections (Color Rush, HIM, DC Soho, Face & Body Care, Intensity, Classic, Glow+Labs, Glamour, Collagenetics). The company operates as a preferred wholesale supplier to tanning salons worldwide since 2004 and also sells directly to individual consumers through its own e-commerce storefront. In-house manufacturing and proprietary formulation technologies support products spanning accelerators, DHA and natural bronzers, tan extenders, tingle products, anti-aging moisturizers, LED-light compatible skincare, and related accessories.
Is Devoted Creations a public or private company?
Devoted Creations is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Devoted Creations founded?
Devoted Creations was founded in 2004. It employs 101 to 250 people.
Where is Devoted Creations based?
Devoted Creations is headquartered in Oldsmar, United States, in the North America region.
How does Devoted Creations make money?
Three revenue lines are on record. B2B Salon Product Sales are the primary driver. The others are direct-to-Consumer E-commerce and salon Event Promotional Support.
Who are Devoted Creations's main competitors?
Broad incumbents on record are Jergens Natural Glow, St. Tropez, Bondi Sands and Sun Bum. Direct peers are Designer Skin, Australian Gold, California Tan, Ed Hardy TanNovations and Supre Tan. Hempz is listed as an emerging player.
Does Devoted Creations have an API?
No public API is recorded for Devoted Creations.
What industry is Devoted Creations in?
Devoted Creations's product category is Tanning and Skincare Products. Its primary akta.pro industry code is CRABALAI, Professional Tanning (Spray Tan & Salon Systems), with a secondary code of HSALAJAH, Sunless Tanning Product Retail (Self-Tanners/Branded Products). Its NAICS code is 456120 and its SIC code is 2844.