In a beauty landscape increasingly shaped by conversations around skin health, longevity, and intentional routines, sun-free tanning has quietly become a mainstay. No longer about chasing color at all costs, self-tan today is about confidence, polish, and effortless results. Few brands embody that shift more clearly than Loving Tan—Australia’s most trusted self-tan brand and a global leader in professional-strength tanning.
Now, Loving Tan is stepping into a new era with sleek, elevated packaging that mirrors the luxury experience consumers already associate with its formulas. The redesign signals evolution, not reinvention—proof that even icons can refine without losing what made them essential in the first place.
Founded in 2010 by Australian lawyer Joanna, Loving Tan was born out of a very real frustration: missing weekly spray-tan appointments and settling for self-tanners that never quite delivered. Determined to recreate true salon-quality results at home, Joanna developed professional-strength formulas designed to deliver depth, natural-looking color, and a flawless finish—without streaks, orange undertones, or guesswork. What began as a personal solution quickly grew into a global benchmark for premium self-tanning.
Today, Loving Tan is trusted by millions worldwide and continues to set the gold standard in a category that has never been more crowded. At Ulta Beauty, where playful brands like Isle of Paradise, customization-led Tan-Luxe, and legacy names like St. Tropez compete for attention, Loving Tan stands apart for one reason: performance. Its formulas aren’t cosmetic washes of color—they’re designed to replicate the depth and finish of a real spray tan.
That results-first reputation has made Loving Tan a quiet powerhouse behind the scenes of fashion and entertainment. The brand has become a go-to for red carpets, movie sets, pop tours, and magazine covers, with a loyal following among names like Sydney Sweeney, Alix Earle, Ilona Maher, Tate McRae, Kacey Musgraves, Charlotte Tilbury, and Sabrina Carpenter. Featured in titles including Vogue, Allure, Harper’s Bazaar, and Elle, Loving Tan has mastered the balance between aspirational luxury and professional reliability.
What hasn’t changed with the new packaging is the formula inside. Loving Tan’s professional-strength mousses still develop into a deep, natural-looking tan in as little as two hours, fade evenly, and feel convincingly skin-like. Available in multiple shades, the range caters to a wide spectrum of skin tones and preferences—whether for major life moments or as part of a weekly beauty ritual.
What has changed is how the brand shows up. The refreshed packaging is cleaner, more sophisticated, and unmistakably premium—designed for the modern consumer who values confidence, simplicity, and polish. It elevates the at-home tanning experience without compromising recognizability, looking as refined on the vanity as the glow it delivers on skin.
As Ulta Beauty’s #1 selling self-tan brand across North America, Loving Tan’s evolution reflects a broader cultural shift. Consumers are no longer choosing between efficacy and luxury—they expect both. And in a category that continues to mature from seasonal add-on to year-round essential, Loving Tan proves that longevity comes not from chasing trends, but from refining what already works.
The new range launches on Loving Tan’s website, with availability at Ulta Beauty stores and online shortly after—bringing its signature sun-free glow to a global audience, now with an exterior as polished as the results themselves.