Think of self-tan and usually sprays, creams or mousses come to mind. The category’s product offering has predominantly remained unchanged over the years – away from St. Tropez’ breakthrough Gradual Tan In Shower Lotion launch in 2015 – and consumers seem content enough.
But slowly bubbling away in the background is a format that might just become a game changer. Inspired by the trend for micellar waters and facial mists in skin care, comes tanning water.
Pure and simple
Utan & Tone sells its Coconut Tanning Water (£18) on QVC. Founder and Managing Director Rebecca Mone, daughter of Michelle Mone, told Cosmetics Business: “People are more aware than ever of what they
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