Tanorganic
Tanorganic is an Irish certified-organic self-tan brand selling premium vegan, cruelty-free self-tanning and skincare products via DTC e-commerce and wholesale stockists, serving sensitive-skin, pregnancy-safe, and conscious-beauty consumer segments globally.
- Company typePrivate
- Founded2010
- HeadquartersNewbridge, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Tanorganic does
Tanorganic is an Irish direct-to-consumer and wholesale organic self-tanning brand founded in 2010 by Noelle O'Connor and operated under The Kind Brand Company Ltd. The company sells certified organic, vegan, and cruelty-free self-tan and adjacent skincare products targeting consumers with sensitive, eczema-prone, pregnancy-affected, menopause-affected, or medically compromised skin, as well as conscious beauty consumers globally. The product portfolio spans 12 SKUs including self-tan lotion, oil, mousse, facial serum, bronzer, SPF 50, and applicator tools, with pricing ranging from $34.99 to $54.99 per unit and bundles available.
The core technology is a DHA-based self-tanning formulation derived from certified organic sugar beet extract, combined with high concentrations of organic aloe vera (up to 84% in the flagship lotion) and botanical ingredients such as argan oil, borage seed oil, and sweet orange peel oil. The company's formulations are certified to Ecocert COSMOS Organic standards, B Corp, Leaping Bunny, and Vegan Society requirements, providing independently verified supply-chain credibility. Products are packaged in glass bottles and include a refillable bronzer linked to an ocean-bound plastic removal partnership.
The business operates a dual-channel go-to-market: DTC e-commerce through tanorganic.com with international shipping and multi-currency support, plus a wholesale network through stockists, pharmacies, salons, and dermatology practices. Marketing relies on organic social media, email, content marketing, referral programs, and earned media (RTÉ Dragon's Den, RTÉ Today). The brand monetises via one-time unit purchases at premium price points, with no subscription, recurring, or licensing revenue model identified in the data.
Tanorganic firmographics
Firmographics- Name
- Tanorganic
- Legal name
- The Kind Brand Company Ltd.
- Website
- https://tanorganic.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tanorganic is an Irish certified-organic self-tan brand selling premium vegan, cruelty-free self-tanning and skincare products via DTC e-commerce and wholesale stockists, serving sensitive-skin, pregnancy-safe, and conscious-beauty consumer segments globally.
- Ownership category
- akta.pro rank
Tanorganic industry classification
Industry- Product category
- Organic Self-Tanning Cosmetics
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Self-Tanning (Lotions, Mousses, Drops) (CRABAHAG)
- akta.pro secondary industries
- Natural/Organic & Clean Skincare (CRABAAAH), Sensitive Skin & Barrier Repair (CRABAAAG), Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
Keywords
Where Tanorganic is headquartered
LocationHeadquarters
- HQ city
- Newbridge
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Tanorganic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through tanorganic.com website. Consumers purchase products directly at listed prices with free shipping on orders over €40.
- Wholesale Distribution: Products sold to stockists, pharmacies, and retail partners at wholesale pricing. Businesses can apply to become stockists through the wholesale inquiry process.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Self-Tan Oil 100ml - Premium body tanning oil |
| Unit Pricing | Pay-as-you-go | Self Tan Mousse 120ml - Medium to dark bronze |
| Unit Pricing | Pay-as-you-go | Anti-Ageing Facial Tan Serum - Premium facial treatment |
| Unit Pricing | Pay-as-you-go | Self Tan Lotion 100ml - Best-selling formula |
| Unit Pricing | Pay-as-you-go | Firming Gradual Self Tan Cream 100ml - Daily moisturiser with tan |
| Unit Pricing | Pay-as-you-go | Application Tools and Accessories |
| Unit Pricing | Pay-as-you-go | Refillable Bronzer - Premium refillable makeup |
| Unit Pricing | Pay-as-you-go | Sample/Travel Size Products |
| Unit Pricing | Pay-as-you-go | Bundle Products - Curated collections |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Tanorganic product offering
Product offeringCore offering
TanOrganic develops, manufactures, and sells certified organic self-tanning and adjacent skincare products — including self-tan lotions, oils, mousses, gradual creams, facial serums, mineral SPF, instant tan, a refillable bronzer, and application tools — under its own brand via direct-to-consumer e-commerce and wholesale channels to pharmacies, salons, and dermatology practices. All formulations are built on DHA derived from certified organic sugar beet and a high-percentage organic aloe vera base.
Product overview
TanOrganic is a unified portfolio of certified organic self-tanning and skincare products, positioned as the world's first eco-certified self-tan brand. The core product line centres on the flagship Self-Tan Lotion (84% Aloe Vera base) alongside the Self-Tan Oil, Self Tan Mousse, Firming Gradual Self Tan Cream, and the Anti-Ageing Facial Tan Serum. Supporting the main tanning range are specialty facial products (Facial Self-Tanning Oil, Self Tan Facial Mist), sun protection (SPF 50 Daily Defence Tinted Facial Sunscreen), instant tan solutions (Instant Tan Matte, Eco Towels), and a refillable bronzer. The brand also offers a complementary tool ecosystem including the Luxury Self-Tan Application Glove, Glove TanErase, Ultimate Tan Removal Scrub Bar, and Kabuki Body Brush. Bundles like Aisling's Favourites combine core products with accessories for a complete tanning ritual.
Differentiator
Problem solved
Functional benefit
Products and services
- TanOrganic Self-Tan Lotion 100ml The flagship self-tan lotion formulated with 84% certified organic Aloe Barbadensis Leaf Juice, delivering a natural-looking golden tan with deep hydration. Suitable for sensitive skin and dermatologist-recommended; packaged in glass bottles.
- TanOrganic Self-Tan Oil 100ml World's first Eco-Certified self-tan oil combining luxury skincare with flawless tanning. A lightweight, non-greasy tanning oil with 8% DHA that absorbs effortlessly and delivers a radiant tan without transfer, streaks, or synthetic ingredients; priced at $39.99 per 100ml.
- TanOrganic Self Tan Mousse 120ml
Quantifiable outcome
- Tan lasts 7-10 days with proper skin preparation and daily moisturising
- +2 more outcomes
Companies that use Tanorganic
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
Tanorganic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Tanorganic partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Tanorganic competitors and assessment
Company assessmentDirect peers
- Bondi Sands: Australian-born self-tanning brand with global distribution and a broad product range across lotions, mousses, oils and sprays. Directly comparable to TanOrganic as a competing consumer self-tan brand with overlapping SKUs and a similar DTC-plus-retail GTM, though positioned more mainstream / accessible price than TanOrganic's premium organic tier.
- St. Tropez: One of the most established premium self-tan brands globally, now owned by P&G. Direct competitor to TanOrganic in the premium self-tan category with a comparable product taxonomy (lotion, mousse, oil, serum, mist), broad retail distribution, and dermatologist endorsement strategy — differs mainly in price tier and the absence of an organic-credentials stack.
- Coco & Eve: Travel-inspired self-tanning and haircare brand with viral-marketing-led growth. Directly comparable product mix (self-tan mousse, gradual tan, face tan) and a strong DTC presence, though positioned more mainstream / beauty-influencer than TanOrganic's certified-organic story.
- Isle of Paradise: Clean-beauty self-tan brand offering colour-correcting self-tan drops, mousse, and glow products. Comparable to TanOrganic in the premium, vegan/cruelty-free, sensitive-skin self-tan niche and similar DTC-led growth marketing approach.
- Vita Liberata: Irish-origin luxury organic self-tan brand offering lotions, mousses, serums and gradual tanners. The most directly comparable peer to TanOrganic — same geography of origin, same premium-organic positioning, same DHA-based formulation approach, and overlapping target customer (sensitive-skin and clean-beauty consumers).
- Bali Body: Australian self-tan and skincare brand offering gradual tanners, mousse, oils and face tan. Comparable premium-mass positioning and global e-commerce footprint to TanOrganic, with similar influencer-led marketing mechanics.
Broad incumbents
- L'Oréal: Global beauty incumbent whose portfolio (Garnier, La Roche-Posay) includes self-tan lines and a 'natural' skincare category. Comparable as the dominant competitor with the marketing and distribution scale that TanOrganic would need to defend against as it expands into mainstream channels.
Emerging players
- James Read: UK-based premium self-tan and skincare brand offering tanning products and post-tan skincare. Comparable to TanOrganic in the premium-tier self-tan category with a similar spa, salon and dermatology channel mix, though positioned around celebrity-tanning-artist heritage rather than certifications.
- Drunk Elephant: Clean-beauty skincare brand built on biocompatible, ingredient-conscious formulations and premium DTC pricing. Comparable to TanOrganic in the high-ASP, ingredient-led, sensitive-skin-positioned clean-beauty segment, and a useful proxy for TanOrganic's anti-ageing serum and SPF skincare expansion thesis.
- Tata Harper: Premium natural and organic skincare brand with farm-based ingredient positioning. Comparable to TanOrganic in the certified-natural, high-ASP, DTC-led premium beauty segment, though focused on skincare rather than self-tan — relevant for TanOrganic's anti-ageing serum and SPF expansion.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Tanorganic social profiles
Digital presenceTanorganic compliance and trust
Trust signalCompliance5 records
Tanorganic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tanorganic leadership team
Management profileNumber of profiles
Profiles1 record
Tanorganic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tanorganic 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 Tanorganic
What does Tanorganic do?
TanOrganic develops, manufactures, and sells certified organic self-tanning and adjacent skincare products — including self-tan lotions, oils, mousses, gradual creams, facial serums, mineral SPF, instant tan, a refillable bronzer, and application tools — under its own brand via direct-to-consumer e-commerce and wholesale channels to pharmacies, salons, and dermatology practices. All formulations are built on DHA derived from certified organic sugar beet and a high-percentage organic aloe vera base.
Is Tanorganic a public or private company?
Tanorganic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tanorganic founded?
Tanorganic was founded in 2010. It employs 11 to 50 people.
Where is Tanorganic based?
Tanorganic is headquartered in Newbridge, Ireland, in the Europe region.
How does Tanorganic make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale Distribution.
Who are Tanorganic's main competitors?
Direct peers on record are Bondi Sands, St. Tropez, Coco & Eve, Isle of Paradise, Vita Liberata and Bali Body. L'Oréal is listed as a broad incumbent. Emerging players are James Read, Drunk Elephant and Tata Harper.
Does Tanorganic have an API?
No public API is recorded for Tanorganic.
What industry is Tanorganic in?
Tanorganic's product category is Organic Self-Tanning Cosmetics. Its primary akta.pro industry code is CRABAHAG, Self-Tanning (Lotions, Mousses, Drops), with a secondary code of CRABAAAH, Natural/Organic & Clean Skincare. Its SIC code is 2844.