PB TANNING: THE TANNING FRONTIERS

THE TANNING FRONTIERS

Meet three Australian made tanning brands redefining the sector.

TANNING IS having a moment. And no, not the kind of tan that results from hours spent lazing in the sun sans sunscreen; we know better than that now. We mean spray tanning, and the evolutionary formulas that have sprung up in the last decade. Gone are the days Bondi Sands ruled the roost, and the UK’s St Tropez was considered the ‘It Girl’ brand. Today, consumers are spoilt for choice in the brands they follow and salons they turn to for the perfect faux glow.

A slew of bright, young Australian women are quietly leading the next generation of tan brands set to become household names. And just like the Bondi Sands’ that have come before them, they’re finding their roots in salon. It’s not just the formulas that have improved. Modern marketing campaigns and presence in high-end salons are aligning tanning brands with a premium flair. And in 2025, led by the pull of social media, the founders of tanning brands are held in just as high esteem as the models featured in their campaigns.

“Ten years ago, people were still a bit hesitant about moving from sun tanning to faux tanning,” Emily McKay, Director at Spray Aus tells Professional Beauty. “We knew there was a gap in the market, and we saw it as an opportunity to create the right experience and product to help people make that transition. We were determined to create something that ticked all the boxes—convenience, quality, and that perfect healthy glow.” Spray Aus began as a mobile tanning business before opening four self-titled bricks-and-mortar salons along with its own line of tanning solutions. Since 2014, the Australian brand has successfully secured a distribution deal through MECCA, all while continuing to partner with dozens of other salons nationwide.

“Spray tans have evolved so much. When we first started, there was definitely some reputation work to do—let’s be honest, no one wanted to end up looking orange! But now, a spray tan is part of the pre-event ritual, just like getting your hair done; it’s all about feeling good. Plus, Australians are really informed when it comes to sun safety, and that translates into a lot of trust in Australian tanning brands - and on a global scale, too. But it’s not just about being safe—it’s the innovation that gets people excited. We’re always experimenting with new ingredients, like hydrating formulas or antiaging benefits. It’s about constantly evolving and giving our customers better and better results.”

Despite the brand’s success, Emily admits Spray Aus’ initial pitch to MECCA didn’t make the cut. “Looking back, we weren’t ready. Instead of letting that setback stop us, we took on the feedback, learned from it, and came back stronger and smarter. That initial rejection actually gave us the preparation we needed to come back with even more confidence a few years later.” To further the brand’s point-ofdifference, Spray Aus’ Melbourne salons are set to be fitted with infrared saunas “to bring an even more holistic approach to wellness,” Emily adds. “And with international growth on the way, we’re ready for the next chapter; the future is looking pretty bright!”

Also celebrating a decade in the industry in 2024 was Bella Bronze Tan, founded by Jasmine Scarr. “My [salon] clients were always happy with their tans, it was more me looking for something better - less sticky, no scent, no golden undertone, less bronzers, and better fade off,” Jasmine says on the product’s entry into the market. “I was paying $126/litre back then, and I felt I could do better if I created something myself.” Fast-forward to today, and open any Facebook beauty group where you’ll find Bella Bronze Tan regularly recommended by salon owners.

AUSTRALIANS ARE REALLY INFORMED WHEN IT COMES TO SUN SAFETY, AND THAT TRANSLATES INTO A LOT OF TRUST IN AUSTRALIAN TANNING BRANDS - AND ON A GLOBAL SCALE, TOO.

Jasmine credits the brand’s success to its “highgrade ingredients, luxe blends and beautiful botanicals.” Solutions are registered under Jasmine’s own IP and are designed to suit sensitive skins. “That was really important to me,” she says. “We get asked all the time if we will offer private labelling and this is a ‘no’ for me, as it’s too close to my heart.” Solutions contain an aloe vera base, over a propylene glycol base; a European DHA, over a synthetic DHA out of China. “We are known for our Australian extracts and natural scents. We are skin barrier focused, not hiding nasties with perfume.” Solutions are also free of PEGs, synthetic fillers and parabens.

Bella Bronze Tan recently scored distribution through Direct Chemist Outlet, adding to its national salon network in the hundreds, notably throughout Brisbane. “Keeping up with demand is tricky. It comes down to cash flow, as you need to order well in advance to avoid running out of stock. That can be 6-16 weeks depending on the time of the year,” Jasmine explains. “It is just me - no investors - so that has come with practice and planning.” With experience under her belt, Jasmine hopes to grow the brand’s retail presence further, both in Australia and the USA, whilst supporting Bella Bronze Tan’s salon partners along the way. “I have three more professional products launching this year, and possibly one retail. And opening another salon would be nice, either up in Airlie Beach or in Brisbane!”

For Tanzola, founder Madelaine Friedrich took a different approach entirely, having found her niche in the country’s growing mobile spray tan sector. Tanzola currently employs 21 remote staff along the East Coast, with most bookings coming out of the Gold Coast and Sydney. According to Madelaine, mobile services provide an entry or re-entry into the professional beauty industry for women of all ages. Every Tanzola tan artist is a qualified beauty therapist, who is required to undergo additional training with the company upon registering. Incoming therapists are given a refresher on how to conduct a spray tan, as well as an education on tan customisation and customer service.

Like Emily and Jasmine, Madelaine also recognises the increased demand for spray tans after witnessing her business double in earnings year-on-year and Tanzola graduates go on to create their own successful businesses. “We've seen a huge rise in demand from the Australian wedding market which has our team members traveling interstate to service whole wedding parties in luxury hotels and Airbnbs,” Madelaine shares. “This surge has come off the back of the pandemic.” Speaking candidly, Madelaine flags the hardest part of business ownership has been in growing her team.

“I've always been told, nobody works harder than the owner of the company, which to me is very true. Relinquishing control has been a huge challenge. I've been very selective in bringing on new team members as I need to make sure our brand and service remain as I created it.” She says consistency is key to ensure the Tanzola client can expect the same outcome, time after time.

Tanzola is also the producer of its own tanning solutions. Madelaine recalls manufacturing delays resulting from Melbourne’s string of COVID-19 lockdowns, further slowing the near two-year process it took to achieve the brand’s finished formula. Despite this, she remains committed to manufacturing locally. “[Australia] seems to be the birthplace of some incredible mass-market consumer brands, as well as the chosen location for overseas companies. We’re very lucky to have fantastic formulators and developers here so that we don’t need to seek this offshore.” With the country’s strict guidelines surrounding the sale of therapeutic goods, Madelaine believes Australians are privy to the benefits of supporting locally made products.

The outcome of this process later came in the form of a simplified range consisting of DHA solutions 10% and 15% . Natural ingredients are used to create Tanzola’s distinctive scent. And colour is amplified via the inclusion of a strong bronzer blend for each application. “Our solutions were created for the spray tan artist, not just the consumer. We're one of the few tanning brands that continues to collect databased feedback to ensure our solutions remain effective. With this, we can pivot to develop and amend our products for the future.” While utilised in all its mobile tans, the brand is also available in 20 other standalone salons - stockists Madelaine says highly value the support they receive from Tanzola.

“I’m extremely proud of how this brand has evolved,” she says. “We watch market trends both here and offshore, and we’re always looking to ensure we’re giving our clients and customers the best experience and service. My dream is to expand and service more locations within Australia but also the APAC region. As our clients move overseas or travel, we want them to be able to [have access to] their great Australian Tanzola tan.”