Fake Bake
Fake Bake manufactures and distributes sunless self-tanners, application tools, skincare, and cosmetics, selling direct-to-consumer via Shopify, through a network of salon and spa partners, and via Amazon Canada. Founded in 1996 and headquartered in Oklahoma City, the company serves individual consumers, salon professionals, and the vitiligo community with celebrity-endorsed tanning products.
- Company typePrivate
- Founded1996
- HeadquartersOklahoma City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fake Bake does
Fake Bake is a privately-held sunless tanning brand founded in 1996 in Oklahoma City, Oklahoma, operating as Fake Bake, LLC. The company manufactures and distributes DHA-based self-tanning products, application tools, and related cosmetics and skincare, with a core product portfolio anchored by the Flawless liquid/mousse/serum/tanning water line, the Original Self-Tanning Lotion, and sub-brands including Vitiligo Vanquish (a camouflage line for depigmentation), Bronzy Babe (color cosmetics), and Beyond Bronze (professional salon solutions). Its underlying technology centers on DHA and Erythrulose-based formulations enhanced by proprietary features including a Color Guide system that shows where the product is applied, Rapid Dry Technology, the Marsturizer bacillus ferment skin-conditioning ingredient, and a Continuous Mist Spray System for at-home spray tanning.
Fake Bake firmographics
Firmographics- Name
- Fake Bake
- Legal name
- Fake Bake, LLC
- Website
- https://fakebake.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fake Bake manufactures and distributes sunless self-tanners, application tools, skincare, and cosmetics, selling direct-to-consumer via Shopify, through a network of salon and spa partners, and via Amazon Canada. Founded in 1996 and headquartered in Oklahoma City, the company serves individual consumers, salon professionals, and the vitiligo community with celebrity-endorsed tanning products.
- Ownership category
- akta.pro rank
Fake Bake industry classification
Industry- Product category
- Sunless Self-Tanning Products
- 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), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL), Professional Tanning (Spray Tan & Salon Systems) (CRABALAI)
Keywords
Where Fake Bake is headquartered
LocationHeadquarters
- HQ city
- Oklahoma City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fake Bake business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Direct Product Sales: Fake Bake generates revenue primarily through direct-to-consumer sales of self-tanning products via their e-commerce website. Products are sold as one-time purchases with prices ranging from $8 to $54 depending on the product type and bundle. They offer a subscription model (Subscribe and Save) providing 10% discount for recurring monthly, bi-monthly, or quarterly deliveries.
- Professional/B2B Sales: Fake Bake sells to registered salon professionals and spas through a separate professional channel. Salons can purchase products at professional pricing for retail to their clients or for use in spray tanning services.
- Amazon Marketplace: Products are available through Amazon Canada at the 'Fake Bake Self Tanners' storefront, providing an additional revenue channel for Canadian customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Purchases - Self-Tanners |
| Subscription | Monthly | Subscribe and Save Subscription |
| Unit Pricing | Pay-as-you-go | Tan Tools & Accessories |
| Unit Pricing | Pay-as-you-go | Bundle/Kit Products |
| Unit Pricing | Pay-as-you-go | Professional/B2B Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Fake Bake product offering
Product offeringCore offering
Fake Bake manufactures and distributes premium sunless self-tanning products and related beauty cosmetics. Its core offerings are DHA-based self-tanners across multiple formats (liquid, mousse, serum, tanning water, lotion), supported by proprietary color guide technology that prevents streaking. The company also sells application tools, skincare extenders, camouflage products for vitiligo, and cosmetics, serving both individual consumers via e-commerce and professional salons through a registered B2B program.
Product overview
Fake Bake is an award-winning self-tanning company founded in 1996, offering premium self-tanning products and cosmetics. The product portfolio centers on the Flawless line (including Flawless Darker, Flawless Liquid, Flawless Coconut Serum, Flawless Mousse, and Tanning Water) as the core self-tanning offerings, supplemented by the Original Self-Tanning Lotion (the company's founding product), Vitiligo Vanquish for depigmentation coverage, and the professional-only Beyond Bronze 60 Minutes line. Accessories include application tools (exfoliating mitts, BodyMate 360 applicator, application mitts, spray bottles), skincare (Mistifier moisturizer), and tanning bundles. Cosmetics include the Bronzy Babe sub-brand. The company serves both retail consumers and professional salons, with products available in various formats (full size, minis/travel, bundles) and price points.
Differentiator
Problem solved
Functional benefit
Products and services
- Fake Bake Flawless Darker Self-Tan Liquid with Ultimate Application Mitt and Glove Rich mocha brown liquid spray formula delivering a beach vacation tan with rapid dry technology, no orange or green residue, no streaks, and no sticky feel. Comes with Deluxe Application Mitt and glove.
- Fake Bake Flawless Self-Tan Liquid with Ultimate Application Mitt and Glove Global bestseller tinted liquid spray formula delivering a beach vacation tan with rapid dry technology. Includes Ultimate Application Mitt and glove.
- Fake Bake Flawless Coconut Self-Tan Serum for Face & Body Innovative skincare serum combined with self-tanning, featuring Hyaluronic Acid to hydrate, plump, nourish, and reduce fine lines and wrinkles. For face and body use.
- Fake Bake Flawless Mousse Self-Tanning Foam Ultra lightweight foam with rapid dry technology delivering light to medium color development. Formulated for sensitive skin. 6.7 fl oz.
- Fake Bake Original Self-Tanning Lotion The original self-tanning lotion celebrating over 25 years, featuring a built-in color guide that shows where it goes for beginner-friendly application. Celebrity cult favorite.
- Fake Bake Tanning Water Transparent formula with lightweight clear mousse texture offering zero transfer and medium buildable coverage. Infused with Passion Fruit extract.
- Fake Bake Mistifier Oil Free Moisturizer with Continuous Spray Bottle Long-lasting body moisturizer spray that extends the life of Fake Bake tan. Formulated with antioxidants and skin soothing ingredients. Comes with continuous mist spray bottle.
- Fake Bake In The Buff Exfoliating Mitt Dual-sided mitt offering adjustable exfoliation levels for flawless self-tan preparation. Eco-friendly, machine washable, zero waste.
- Fake Bake BodyMate 360 Self-Tanning Applicator 26 inch by 5 inch applicator band for applying self-tan to back and hard-to-reach areas. Made of high-quality plush microfiber, eco-friendly and machine washable.
- Fake Bake Ultimate Tanning Application Mitt High quality velvety velour mitt with leak-proof double-lining for easiest self-tan application.
- Continuous Mist Spray Bottle for Airbrush Tan Empty spray bottle for achieving closest spray tan experience at home with Fake Bake liquid spray formulas. Not suitable for long-term storage.
- Deluxe Flawless Self Tan Spray Bundle Complete sunless tanning bundle including Flawless Self-Tanning Spray, In The Buff Exfoliating Mitt, BodyMate 360 Applicator, and Mistifier with Spray Bottle.
- Essentials Flawless Self Tan Spray Bundle Essential sunless bundle including Flawless Self-Tanning Spray, In The Buff Exfoliating Mitt, and BodyMate 360 Applicator.
- Essential Tools Bundle Bundle of essential tanning tools including In The Buff Exfoliating Mitt, BodyMate 360 Applicator, and Ultimate Tanning Application Mitt.
- Fake Bake Vitiligo Vanquish Kit Complete customizable camouflage kit for depigmentation and vitiligo coverage. Lightweight, easy-to-apply camouflage liquid with natural-looking finish. Includes color customizing dye drops.
- Bronzy Babe Body Glow Bronzing Lotion High pearl finish body illuminator with gold micro-flecks to capture light. Adapts to all skin tones with hydrating ingredients and antioxidants.
- Bronzy Babe Bronzing Compact Rich creme-based bronzer with bronze triple-pigmentation in travel-friendly compact with built-in vanity mirror.
- Beyond Bronze 60 Minutes Rapid Sunless Spray Tan Solution Professional-only rapid sunless spray tan solution developing soft golden glow in one hour. Clean formula without EDTA, Propylene Glycol, or PEGs. Includes Marsturizer for skin barrier enhancement. Eco-friendly minimalist packaging.
- Fake Bake Gift Card Digital gift cards available in denominations starting at $5 for self-tanners and cosmetics.
Quantifiable outcome
- Products deliver 5-10 day tan duration with proper aftercare
- +1 more outcomes
Companies that use Fake Bake
Customer profileNamed customers19 records
Segments4 records
Ideal customer profiles3 records
Fake Bake technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature4 records
Fake Bake partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Fake Bake competitors and assessment
Company assessmentDirect peers
- Norvell: Professional-focused sunless tanning brand supplying salons and spas with spray tan solutions and equipment. Directly comparable to Fake Bake's Beyond Bronze professional channel, with similar target customers and B2B distribution model.
- St. Tropez: Premium self-tan brand owned by PZ Cussons, offering retail and professional spray tan solutions with extensive salon distribution. Directly comparable to Fake Bake across both DTC and professional channels, with overlapping celebrity endorsement positioning.
- Tan-Luxe: Premium self-tanning brand focused on drops, mousse, and serum formats with skincare-positioned ingredients. Competes with Fake Bake's Flawless and Coconut Serum lines in the prestige DTC segment with similar format diversity and price points.
- Bondi Sands: Australian-born self-tanning brand offering self-tan liquids, mousses, and lotions plus professional products, distributed globally. Directly competes with Fake Bake in the same product category with similar format breadth and a celebrity/influencer-led marketing model.
- Isle of Paradise: Clean, vegan self-tanning brand offering drops, mousses, and express tan products. Directly comparable to Fake Bake in the premium DTC segment, with a similar format portfolio and influencer-led marketing approach.
- Beauty by Earth: Natural and organic-positioned self-tanning brand offering sunless tanning lotions, mousses, and drops. Directly comparable to Fake Bake in the DTC segment with similar format diversity and an emphasis on cleaner formulations.
- MineTan: Self-tan brand offering retail self-tanning products and professional spray tan solutions with global distribution. Directly comparable across both consumer and professional channels with overlapping product format range.
Emerging players
- Coco & Eve: Beauty brand with a self-tanning range (Bronzing Mousse, Tanning Drops) as part of a broader suncare and haircare portfolio. Partially comparable to Fake Bake through its self-tan product line, though it also operates in adjacent categories with distinct positioning.
Broad incumbents
- L'Oréal (Sublime Bronz' range): Global beauty conglomerate offering self-tanning products within its Sublime Bronz' lineup alongside a massive broader portfolio. A larger incumbent that competes with Fake Bake on shelf presence and marketing reach without specializing in the self-tan niche.
- Jergens (Kao Corporation): Mass-market body care brand offering gradual self-tanning lotions within a broader skincare portfolio owned by Kao Corporation. A larger incumbent with overlap in the accessible self-tan lotion category but with much broader non-tanning offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fake Bake social profiles
Digital presenceFake Bake financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fake Bake leadership team
Management profileNumber of profiles
Fake Bake funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fake Bake 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 Fake Bake
What does Fake Bake do?
Fake Bake manufactures and distributes premium sunless self-tanning products and related beauty cosmetics. Its core offerings are DHA-based self-tanners across multiple formats (liquid, mousse, serum, tanning water, lotion), supported by proprietary color guide technology that prevents streaking. The company also sells application tools, skincare extenders, camouflage products for vitiligo, and cosmetics, serving both individual consumers via e-commerce and professional salons through a registered B2B program.
Is Fake Bake a public or private company?
Fake Bake is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fake Bake founded?
Fake Bake was founded in 1996. It employs 11 to 50 people.
Where is Fake Bake based?
Fake Bake is headquartered in Oklahoma City, United States, in the North America region.
How does Fake Bake make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are professional/B2B Sales and amazon Marketplace.
Who are Fake Bake's main competitors?
Direct peers on record are Norvell, St. Tropez, Tan-Luxe, Bondi Sands, Isle of Paradise, Beauty by Earth and MineTan. Coco & Eve is listed as an emerging player. Broad incumbents are L'Oréal (Sublime Bronz' range) and Jergens (Kao Corporation).
Does Fake Bake have an API?
No public API is recorded for Fake Bake.
What industry is Fake Bake in?
Fake Bake's product category is Sunless Self-Tanning Products. Its primary akta.pro industry code is CRABAHAG, Self-Tanning (Lotions, Mousses, Drops), with a secondary code of CRABAHAI, Sunless Tanning Prep & Maintenance (Exfoliators, Primers, Extenders, Removers). Its SIC code is 2844.