53% of male consumers in the UK secretly use fake tan

According to Fake Bake, 53% of UK men hide the fact that they use fake tan.

Having questioned over 1,200 men, the professional tanning brand commissioned the survey to highlight that tanning is not only a female-focused part of a beauty regimen, although 69% admit to using their partner’s products to achieve the sun-kissed glow they desire.

Fake Bake’s Global Creative Consultant James Harknett reported that male tanning is at an all time high and continues to grow at a rapid rate. “I tan around 50 men per month and it's rising by approximately 10% each year,” he said.