Sjolie

What Sjolie does

Sjolie Inc. is a vertically integrated manufacturer of professional sunless tanning products, founded in 2009 by Ashley Sjolie and headquartered in Rocklin, California. The company formulates and produces DHA-based spray tan solutions in two primary lines (Original aloe-vera-base and Luxe alcohol-base) in strengths ranging from 6% to 18% DHA, along with retail aftercare products, pre-tan preparations, and accessories. Sjolie is one of only four true manufacturers in the sunless tanning industry and the sole OTC-certified manufacturer operating from an FDA-licensed, GMP-compliant facility, with small-batch monthly production supporting ~60,000+ professional customers across the US and international markets including Australia, Canada, the UK, Germany, France, and others.

The company monetizes primarily through wholesale and direct e-commerce channels serving professional spray tan artists, salons, and mobile technicians. Revenue streams include solution sales (MSRP $48.50/quart, wholesale ~$33.95), HVLP equipment resales from Apollo and Fuji lines ($225–$1,341), starter kit bundles (~$490), retail aftercare products with 40-50% pro margins, a 30%-off Pro Rewards wholesale program, and a self-paced online spray tan certification course. Sjolie supplements the physical product line with proprietary AI-powered digital tools: the Mixologist Calculator (custom blend recipes), Spray Tan Troubleshooter (diagnostic NLP tool), Shade Finder quiz, Event Countdown Planner, and Glow & Grow Calculator. The company remains family-owned and founder-operated with no outside investors, and is led by CEO/Co-Founder Ashley Sjolie and Co-Founder Michael Sjolie.

Distribution operates through a direct e-commerce storefront (sjoliespraytan.com) and a network of authorized sales representatives providing localized wholesale support domestically and internationally. Marketing combines organic social (Instagram, TikTok, YouTube, Facebook), email, content, an affiliate program, and a public Spray Tan Locator directory that drives referrals to certified artists. Sjolie's strategic positioning rests on clean-ingredient formulations (PETA-approved, vegan, gluten-free, no parabens/erythrulose/mineral oil), regulatory certification advantages, vertically integrated manufacturing, and a software-enabled professional toolkit that collectively differentiate it from private-label competitors in the sunless category.

Name

Sjolie

Legal name

Sjolie Inc.

Website

https://sjoliespraytan.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Sjolie is a vertically integrated, OTC-certified manufacturer of professional DHA-based spray tan solutions and HVLP equipment, selling wholesale and direct to 60,000+ independent spray tan artists globally since 2009, supplemented by AI-powered business tools and certification.

Ownership category

akta.pro rank

Product category

Professional Sunless Tanning Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Professional spray tan solutions
• Sunless tanning products
• HVLP spray tan equipment
• DHA tanning formulations
• Clean beauty manufacturing

Headquarters

HQ city

Rocklin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Spray Tan Solutions: Core revenue stream from spray tan solutions sold in 32 oz (quart) bottles. Products include Original line (6%-14% DHA with aloe vera base) and Luxe line (9%-12% DHA with alcohol base), plus Rapid formulas (18% DHA). Each quart yields approximately 16 full-body applications at 2 oz per session.
2. Equipment & Machines: Sale of HVLP spray tan machines and accessories including Apollo Mini Mist, Apollo T100, Apollo ECO-2, Apollo TC3 Whisper Mist, Fuji studioTAN, Fuji salonTAN, and Fuji soloTAN turbines, along with applicators, hoses, filters, and replacement parts.
3. Starter Kits & Bundles: Pre-configured kits bundling spray tan machines, solutions, and supplies at 15-20% discount compared to buying separately. Designed for first-time buyers launching spray tan businesses.
4. Retail Products: Aftercare and self-tanning products for resale including Tan Extend Lotion (2% DHA), Bronzing Mousse (10% DHA), Body Renew Moisturizer, Sugar Scrub, Applicator Mitt, Instant Airbrush, and Mineral Defense Sunscreen. Retail margins of 40-50% for professionals.
5. Wholesale/Pro Rewards Program: Professional-only pricing program offering 30% savings on solutions, additives, and pre-tan products with priority support. Instant approval for qualified spray tan professionals.
6. Spray Tan Certification: Self-paced online certification program covering spray tan technique, color theory, client consultation, and business building. Includes non-DHA training solution for practice.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Sjolie manufactures and sells professional-grade spray tan solutions (Original aloe vera base and Luxe alcohol base lines) in DHA concentrations from 6% to 18%, professional HVLP spray tan machines and equipment, retail aftercare products, starter kits, and AI-powered business tools for professional spray tan artists and salon operators. The company also provides an online spray tan certification program, dedicated account representative support, and a public Spray Tan Locator directory to drive client referrals to certified artists.

Product overview

Sjolie is a professional sunless tanning brand offering a vertically integrated product portfolio centered on professional-grade spray tan solutions, equipment, and business support tools. The core products consist of two spray tan solution lines — Original (aloe vera base, olive undertones, up to 10 days) and Luxe (alcohol base, violet undertones, up to 7 days) — available in DHA concentrations from 6% to 18%, plus specialty variants including Clear (bronzer-free) and Training Solution (non-DHA). These solutions are sold alongside professional HVLP equipment including Apollo and Fuji spray tan machines, applicators, and mobile tanning tents. The company differentiates through AI-powered business tools: the Mixologist Calculator for custom solution blending, the AI-powered Spray Tan Troubleshooter for diagnostic support, the Shade Finder quiz for client matching, the Event Countdown Planner for appointment scheduling, and the Glow & Grow Calculator for business projections. Retail aftercare products (Tan Extend Lotion, Body Renew Moisturizer, Bronzing Mousse) and accessories (Applicator Mitt, Barrier Cream) round out the portfolio. Starter kits bundle equipment with solution for new artists. The entire offering is supported by online certification training, a spray tan locator directory, and dedicated account representative support.

Differentiator

Problem solved

Functional benefit

Brands

• Original Line: Aloe vera base spray tan solution with olive undertones, best for cool and neutral skin tones, shades N°6 through N°14, up to 10 days of wear.
• Luxe Line

Products and services

• Original Line Spray Tan Solutions

Quantifiable outcome

• 60,000+ businesses worldwide trust Sjolie products since 2009
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Melanoma Research FoundationminorStrategic or Co-development PartnerSjolie partners with the Melanoma Research Foundation to advance research and raise awareness about safe tanning practices. A portion of apparel sales is donated to support skin health initiatives and the melanoma community. This partnership aligns with the company's clean beauty mission and commitment to skin health over UV tanning.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Norvell: Norvell is one of the largest and most established professional sunless tanning brands, offering DHA-based spray tan solutions, equipment, and training to professional artists and salons. Direct competitor to Sjolie in the professional spray tan channel with similar product line and target customer base.
• MineTan: MineTan (by MineTan Pty Ltd) is a professional spray tan brand offering solution lines and equipment to spray tan artists globally. Closely comparable to Sjolie as a manufacturer/distributor of professional DHA-based spray tan products with international reach.
• Loving Tan: Loving Tan is a self-tanning brand offering mousses, solutions, and professional products. Comparable to Sjolie for its DHA-based self-tan product portfolio spanning professional and consumer channels.
• Fake Bake: Fake Bake is a sunless tanning brand producing self-tan solutions, mousses, and professional spray tan products. Directly comparable to Sjolie for its professional spray tan offerings alongside consumer self-tanning products.

Broad incumbents

• St. Tropez: St. Tropez is a globally recognized, mass-market self-tanning brand owned by PZ Cussons. Compares to Sjolie as a sunless tanning competitor, though it operates at much larger scale across consumer and professional channels.
• Bondi Sands: Bondi Sands is a large Australian self-tan brand with global retail distribution across mousses, lotions, and professional products. A broad incumbent comparable to Sjolie for its sunless tanning portfolio and international reach, though at significantly larger scale.
• Sun Bum: Sun Bum is a leading sun care brand offering sunscreens, SPF products, and limited self-tanning SKUs. Adjacent incumbent comparable to Sjolie's Mineral Defense SPF product line and clean sun-care positioning.
• Jergen Natural Glow: Jergens Natural Glow is a mass-market gradual self-tanning lotion brand under Kao USA. Comparable to Sjolie's retail self-tan products (Tan Extend Lotion, Bronzing Mousse) for the at-home consumer self-tanning category.

Emerging players

• Tan-Luxe: Tan-Luxe is a premium self-tan brand offering drops, lotions, and mousses with a focus on clean, skincare-infused formulations. Comparable to Sjolie for its clean-beauty positioning and DHA-based product line, though more retail/DTC focused.
• Coco & Eve: Coco & Eve is a beauty brand with a self-tanning line (including self-tan mousse and tanning drops) targeting Gen Z and millennial consumers. Comparable to Sjolie in self-tanning category, but with a retail/DTC focus rather than professional channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/SjolieTanning
• Facebookfacebook.com/SjolieTanning
• Instagraminstagram.com/sjolietanning
• TikToktiktok.com/@sjoliesunless

Compliance5 records

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 Sjolie