Loving Tan unveils new brand aesthetic as it sharpens premium positioning
Australian self-tan brand Loving Tan has unveiled a new brand aesthetic, marking a fresh chapter for the professional-strength tanning label as it continues to scale globally.
The redesign, which has been teased to the brand’s 656,000 Instagram followers, introduces updated packaging that reflects Loving Tan’s core pillars of effortless application, flawless results and sun-free luxury.
Shaped by feedback from its global community, the refreshed look is designed to elevate the at-home tanning experience while reinforcing the brand’s premium positioning.
Founded in 2010 by Australian lawyer Joanna Hinton, Loving Tan was created to bridge the gap between salon-quality results and at-home convenience. Frustrated by missing weekly spray-tan appointments, Hinton developed professional-strength formulas capable of delivering depth of colour, natural tones and a flawless finish without the need for a salon visit. Fifteen years on, the brand has become one of the most recognisable names in self-tan worldwide.
Across North America, Loving Tan is currently ULTA Beauty’s number one-selling self-tan brand. In the UK, Loving Tan is stocked via its own direct-to-consumer channel as well as Cult Beauty, Selfridges, Boots, LookFantastic and Sephora.
Its global bestseller, the 2HR Express Mousse, is reported to sell one bottle every 40 seconds, while the wider range has amassed more than 20,000 five-star reviews.
The new aesthetic arrives as self-tan continues to outperform within sun care and body categories, driven by year-round demand and consumers prioritising skin health over UV exposure. Loving Tan’s updated packaging aims to align the brand more closely with its fashion and beauty-led audience, positioning self-tan as part of a broader lifestyle and weekly beauty ritual rather than a seasonal purchase.
Celebrity endorsement has also played a role in the brand’s rise. Loving Tan has been spotted on red carpets, film sets and global tours, with fans including Sydney Sweeney, Alix Earle, Ilona Maher, Tate McCrae, Kacey Musgraves and Sabrina Carpenter.
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