Tanning waters: The new liquid gold of the self-tan market

Published: 11-Jul-2017

Transparent tanning is taking off, as the trend for micellar waters and facial mists filter through

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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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