Loving Tan to 'revolutionise' self-tan market with this new product

Loving Tan, the Australian brand renowned for its rapidly developing self-tanning mousses, is aiming to "revolutionise" the self-tan market with its new express face and body tanning serums.

In recent years, tanning serums and drops have become the fastest-growing formats. Jumping on the trend, Loving Tan has formulated what it claims to be the first express lotion and serum on the market.

Launching today, the 2 HR Express Face Tanning Serum (£32 for 30ml) and the 2 HR Express Tanning Lotion (£32 for 100ml) promise to bless the face and body with "skin-loving" ingredients while building a natural-looking tan in just two hours.

The tanning label has 14 years of tanning manufacturing under its belt. It was founded by Joanna Hinton, an Australian lawyer who wanted a self-tanning product she could use at home after missing several spray tan appointments. In 2023, Soleil Collective, a portfolio of tanning products including Coco&Eve, acquired Loving Tan.

Jessie Dean, Loving Tan's Marketing Director, told TheIndustry.beauty: "We’re so excited to bring our new express products to the tanning market and give our customers even more options they’ll love. These industry-first innovations have been formulated to meet the growing demand for faster, more versatile tanning solutions. They will join our globally bestselling 2 HR Express Mousse, delivering a skincare-infused, natural-looking tan in just 2 hours."

Let's break down these lotions and potions. The 2 HR Express Face Tanning Serum is a lightweight serum that provides intense hydration for a fast-acting, natural-looking tan. It's enriched with a blend of hyaluronic acid and vitamin B5 for intense hydration, along with chamomile extract to brighten the skin and help combat oxidative stress.

As for the body formula, it is a hydrating twist on Loving Tan’s global bestselling 2 HR Express Mousse. It's enriched with shea butter to hydrate, coffee extract to improve skin texture, and açai extract to help protect the skin from environmental stressors.

95% of participants said that the tanning lotion saw an increase in skin hydration immediately after the very first application. Plus, 91% said they looked radiant and bronzed after use and 86% said the lotion was fast absorbing and fast drying.