Mystictan
INNOVÉ Beauty & Wellness (formerly Sunless, Inc., dba Mystictan) is a US-based, PE-backed sunless tanning platform selling automated spray booths, professional solutions, and skincare add-ons through a 7,000+ salon network, a 20,000-technician professional portal, and Amazon direct-to-consumer.
- Company typePrivate
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Mystictan does
INNOVÉ Beauty & Wellness (formerly Sunless, Inc.), doing business in part as Mystictan, is a US-headquartered beauty equipment and consumables company specializing in sunless tanning systems. Founded in 2000 and based in Macedonia, Ohio, the company is privately held and backed by private equity sponsors Castle Harlan and Branford Castle. It owns and operates a multi-brand portfolio including Mystic Tan (founded 1997), VersaSpa (2003), Norvell (1983), and Wellfit, which collectively address the professional sunless tanning category across hardware, formulations, and skincare adjacencies.
The core technology is the automated spray tanning booth, with the Mystic Unity as the latest generation, incorporating proprietary MagneTan spray technology to deliver full-body coverage in under three minutes across twelve customizable tan levels. Supporting innovations include Odor-Ban 200 odor-elimination chemistry and the Wellfit Skincare Treatments platform (Hydrate, Lift, Balance) that operate as add-on modules. The company reports powering 18M+ spray treatments and producing 15M+ products annually through a global network.
INNOVÉ generates revenue through a hybrid go-to-market model: enterprise field sales for booth equipment to salon and spa operators (quote-based pricing), wholesale of professional solutions and self-tanners to the same channel, a professional portal (NorvellTanning.com) for 20,000+ certified technicians, and direct-to-consumer retail on Amazon for Norvell self-tanning products. The company has no disclosed public revenue figures but references $500M in worldwide retail purchases attributed to its brand portfolio, a 7,000+ salon and fitness-club network, and a claimed #1 position in professional sunless tanning.
Mystictan firmographics
Firmographics- Name
- Mystictan
- Legal name
- Sunless, Inc.
- Website
- https://mystictan.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Short description
- INNOVÉ Beauty & Wellness (formerly Sunless, Inc., dba Mystictan) is a US-based, PE-backed sunless tanning platform selling automated spray booths, professional solutions, and skincare add-ons through a 7,000+ salon network, a 20,000-technician professional portal, and Amazon direct-to-consumer.
- Ownership category
- akta.pro rank
Mystictan industry classification
Industry- Product category
- Sunless Tanning Equipment
- NAICS
- Hair, Nail, and Skin Care Services (81211)
- 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), Sunless Tanning Prep & Maintenance (Exfoliators, Primers, Extenders, Removers) (CRABAHAI), Spray Tanning (Airbrush/Booth) (HSALAJAB), Tanning Add-Ons (Bronzers/Boosters/Accelerators) (HSALAJAF)
Keywords
Where Mystictan is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Mystictan business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Professional Spray Equipment Sales: Sale of automatic spray tan booths (Mystic Tan Unity, VersaSpa PRO, Norvell Arena Booth) to salons, spas, and fitness clubs. Revenue generated through one-time equipment sales with ongoing support.
- Tanning Solution Products: Sale of tanning solutions, self-tanners, and skincare products under Mystic, VersaSpa, and Norvell brands. Includes bronzers, moisturizers, and professional-grade tanning formulations sold to both B2B partners and DTC via Amazon.
- Professional Artist Network: Training and certification of spray tan artists through Norvell brand, with professional pricing tiers and reseller tax exemption programs for certified technicians.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Professional booth equipment requires quote request |
| Other | Pay-as-you-go | Norvell self-tanning products available on Amazon |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Mystictan product offering
Product offeringCore offering
Mystictan manufactures and distributes proprietary sunless tanning spray booth systems (Mystic Tan, VersaSpa PRO) and related spray tan equipment, along with professional and consumer tanning products (Norvell brand self-tanners) and post-tan skincare (Wellfit). The company serves professional salons, spas, and certified tanning artists globally, with its equipment deployed in 7,000+ salons across 80 countries and supported by a network of 20,000+ certified artists.
Product overview
INNOVÉ Beauty & Wellness (formerly Sunless, Inc.) operates as a multi-brand platform offering spray tanning equipment, professional solutions, and retail self-tanning products. The core portfolio includes the Mystic Tan spray booth system (with Mystic Unity as the latest model), VersaSpa PRO booth, and Norvell professional spray tan products and self-tanners. Wellfit Skincare Treatments (Hydrate, Lift, Balance) function as add-on modules to the Mystic booth experience. The company powers over 18 million spray treatments annually through a global network of 7,000+ salons, spas, fitness clubs, and beauty professionals. Founded in 2000, INNOVÉ is headquartered in Macedonia, Ohio, and is backed by Castle Harlan and Branford Castle.
Differentiator
Problem solved
Functional benefit
Products and services
- Mystic Tan Spray Booth
- VersaSpa PRO
- Mystic Unity
- Norvell Self-Tanners
- Wellfit Skincare
Quantifiable outcome
- 18M+ spray treatments powered annually
- +3 more outcomes
Companies that use Mystictan
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Mystictan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mystictan partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights5 records
Mystictan competitors and assessment
Company assessmentDirect peers
- Sjolie Sunless Tanning: US-based professional sunless tanning brand selling spray tan equipment, DHA solutions, and a certified-artist training program. Directly comparable to Norvell's professional spray-tan artist network and to VersaSpa's booth-based professional offering.
- Bondi Sands: Australian-born global self-tanning brand selling professional spray tan solutions, retail self-tanners, and gradual tanners. Directly competes with Norvell, Mystic Tan, and VersaSpa in both salon and DTC channels, with comparable DHA-based formulations and a global salon-network strategy.
- SunFx: Australian manufacturer of professional spray tan equipment (HVLP spray guns) and sunless tanning solutions used in salons and mobile-tan businesses. Directly competes with Norvell's Z3000 spray gun and VersaSpa's booth-based professional equipment.
- St. Tropez Tanning: Owned by P&G, St. Tropez is one of the largest professional and consumer sunless-tanning brands globally, selling DHA-based self-tanners and salon solutions. Directly comparable to Norvell's and Mystic Tan's product portfolio across retail and professional channels.
- Fake Bake: Established professional and retail sunless-tanning brand selling salon spray tan solutions and consumer self-tanners. Directly competes with Norvell and Mystic Tan, particularly in the professional spray-tan artist training and certification ecosystem.
- Vita Liberata: Northern Ireland-based sunless tanning brand offering organic DHA-based self-tanners and professional spray tan solutions. Competes directly with Norvell self-tanners and VersaSpa solutions in both retail and professional markets.
- MineTan: MineTan (Australian) sells professional spray tan solutions and equipment, including the网红 Mobil-1 mobile spray tan system and salon-grade formulas. Comparable to VersaSpa and Norvell in the professional spray-tan equipment and consumables category.
Broad incumbents
- L'Oréal: Global beauty conglomerate that markets sunless and self-tanning products under Garnier Ambre Solaire and other brands. While not a specialist like INNOVÉ, L'Oréal competes in the same sunless-tan category at scale, particularly in retail/DTC, and represents a broader incumbent threat.
Emerging players
- Tan-Luxe: Premium DTC self-tanning brand focused on serum, drops, and mousse formats with skincare positioning. Overlaps with Norvell's DTC self-tanner line and the Wellfit skincare-adjacent strategy, but does not sell professional equipment.
- Isle of Paradise: DTC self-tanning brand with color-correcting green/violet/pink self-tan drops and mousse products. Comparable to Norvell's DTC self-tanner offering (Venetian, Tuscan, Dark) and to the skincare-meets-tan proposition that Wellfit is building.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mystictan social profiles
Digital presenceMystictan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mystictan leadership team
Management profileNumber of profiles
Mystictan subsidiaries and ownership
Company hierarchySubsidiaries4 records
Mystictan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mystictan 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 Mystictan
What does Mystictan do?
Mystictan manufactures and distributes proprietary sunless tanning spray booth systems (Mystic Tan, VersaSpa PRO) and related spray tan equipment, along with professional and consumer tanning products (Norvell brand self-tanners) and post-tan skincare (Wellfit). The company serves professional salons, spas, and certified tanning artists globally, with its equipment deployed in 7,000+ salons across 80 countries and supported by a network of 20,000+ certified artists.
Is Mystictan a public or private company?
Mystictan is a private company. It is classified as private equity controlled and is currently operating.
When was Mystictan founded?
Mystictan was founded in 2000.
Where is Mystictan based?
Mystictan is headquartered in London, United Kingdom, in the Europe region.
How does Mystictan make money?
Three revenue lines are on record. Professional Spray Equipment Sales are the primary driver. The others are tanning Solution Products and professional Artist Network.
Who are Mystictan's main competitors?
Direct peers on record are Sjolie Sunless Tanning, Bondi Sands, SunFx, St. Tropez Tanning, Fake Bake, Vita Liberata and MineTan. L'Oréal is listed as a broad incumbent. Emerging players are Tan-Luxe and Isle of Paradise.
Does Mystictan have an API?
No public API is recorded for Mystictan.
What industry is Mystictan in?
Mystictan's product category is Sunless Tanning Equipment. 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 81211 and its SIC code is 2844.