The Future of Sunless Tanning

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Want to know what’s on the horizon for sunless tanning? Get the lowdown here on the advances you can expect to see in the near future.

“The sunless-tanning space is transitioning to an environment of customization. The personalized experience accommodating all skintones is an advance to the industry with endless possibilities. We are seeing more and more products that are buildable and allow customers to achieve their desired tans.”—Sheena Ghura, vice president of marketing, Vita Liberata

“The big need in the sunless category continues to be about achieving a natural glow in a healthy and easy way, and the best user experience is ultimately going to win. There continues to be a strong demand for performance: clean smell, clean feel, no transfer, and ease of application. We believe the next big thing will be a breakthrough in how that natural color is achieved, particularly through more natural formulas, naturally derived dihydroxyacetone, or even DHAfree formulas, coupled with the right format that ultimately makes it easy for clients to use, enhancing their end-to-end experience.”—Mykella Gannon, marketing director, Coola

“I see the sunless-tanning industry becoming more actively regulated. This would give our industry the credibility it has long deserved as well as unifying and endorsing industry standards.”—Kylie Robson, vice president of marketing and operations, SunFX

“Maybe one day we’ll be able to take something orally, and a few hours later, have a beautiful, golden tan. No streaks or splotches.”—Beth Ann Maloney, trading and education manager, Thalgo USA


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