Self-tanning products are seeing an unprecedented rise in usage among Black consumers, mainly Gen Z and Millennials, with a remarkable 175% increase since 2022, according to new data from market research firm Mintel. The organization has reported that nearly a fourth (22%) of Black consumers use self-tanning products, up from just 8% in 2022.
This growth is primarily driven by younger consumers, with 31% of Black Gen Z (ages 18-28 in 2024) and 28% of Black Millennials (ages 29-45 in 2024) using self-tanning products, illustrating a significant opportunity for brands to focus on these engaged demographics.
CosmeticsDesign spoke to Joan Li, Senior Consumer Insights Analyst at Mintel, who explained that “the rise of skin-friendly ingredient inclusions that promote benefits such as skin tone evening and healthy glow has improved self-tanning’s resonance with Black and melanated consumers, who have historically been more conscious about their skin health when selecting personal care and beauty products.”
Addressing a wider range of skin tones
Ensuring that self-tanning products cater to a broader range of skin tones requires an emphasis on customization, with a renewed industry focus on personalization contributing to the self-tanning category’s consumer appeal. “Control over and customization of end results will be critical to improved accessibility for melanated skin,” Li explained.
For beauty industry brands and manufacturers, “utilizing color-adaptive technologies that take into account consumers’ personal preferences can showcase thoughtfulness, while added skin care benefits can be tailored towards unique skin types and advanced skin care concerns,” she advised.
Dispelling misconceptions about self-tanning for deeper skin tones
Despite growing demand, some brands still hold misconceptions about self-tanning for deeper skin tones. “Many brands assume self-tanning is unnecessary for deeper skin tones, ignoring the opportunity for self-tanning products to promote other skin appearance goals such as an even tone and a natural, healthy glow,” Li noted.
As a result, “renovated product communication can emphasize the potential benefits like hyperpigmentation reduction and advanced skin care concerns,” she highlighted.
Expanding professional tanning services for Black consumers
The increase in professional spray tanning services among Black consumers presents new opportunities for salons and beauty professionals. According to Mintel data, 12% of Black consumers now get professional spray tans, up from 5% in 2022, and this figure rises even higher to 19% of Black Gen Z consumers as of 2024.
“Building trust will be critical in meeting the niche but growing demand for professional tanning services among Black consumers,” said Li. “Training staff to recognize and understand the diverse needs of different skin tones will be key,” she noted, adding that “in-house brands and product offerings can also be curated to speak to Black consumers’ unique skin health interests, providing personalized, at-home solutions between services.”
Product innovations that resonate
Self-tanning product formats such as drops and serums are gaining traction among all consumers due to their flexibility and compatibility with existing skin care routines.
“While our data on Black consumers’ format preferences is limited, we see the emerging popularity of drops and serums among all self-tanning consumers as connected to the inclusive potential of these formats, as they can be added to existing skin care routines for more controlled outcomes, though creams and lotions remain the dominant format,” Li explained.
Mintel data supports this trend, showing that more Black consumers (48%) prefer oil formats than all consumers (41%). Additionally, around three-fifths (59%) of Black consumers who use tanning products have used cream or lotion formats in the past year, aligning with the momentum of general beauty consumers.
Mintel research also highlighted a broader engagement with the sun care category among Black consumers. For instance, 16% of Black consumers now use tanning oil and lotion, up from 6% in 2022.
These trends indicate a growing opportunity for brands to innovate and better serve the needs of this expanding consumer base.
Future opportunities in the self-tanning space
Looking ahead, brands have a significant opportunity to enhance at-home tanning solutions through personalization targeting individual demographics.
“Brands can leverage greater personalization for at-home tanning solutions, tapping not only new ingredients and formulas but also new application tools and shopping experiences to connect consumers to the right solution,” Li concluded.
By “collaborating with dermatologists and experts,” she reasoned, beauty brands “can help build credibility around the skin health side of multi-beneficial claims” to better resonate with consumers.
