OUR VISION
We believe in creating products for tanning lovers who desire a dark + natural-looking tan at home with professional results they can trust.
PREMIUM INGREDIENT INNOVATION
For The Most Natural-Looking Tan
- Loving Tan combines premium, active ingredients with professional-strength formulations to create the most natural-looking tan.
- The highest quality ingredients are used to ensure you achieve the most natural-looking tan.
- Our formulas contain high concentrations of active ingredients, giving you a darker tan in one layer.
SELF-TAN WITH SELF-CONFIDENCE
Flawless Results. Every Time.
- Whether an expert tanner or a first-timer, anyone can tan with confidence with our thoughtfully formulated, user-friendly collection.
- Our collection includes multiple shades and formulations to suit every skin tone, type and desired result.
- The tinted colour guide provides a visible tint for a seamless application, ensuring a flawless tan every time.
AT-HOME PROFESSIONAL RESULTS
Tan Anywhere, Anytime
- Tan around your own schedule. Loving Tan delivers professional-strength, natural-looking tanning results from the comfort of your own home.
- Professional-strength results, with all the convenience of at-home application.
- Expertly formulated for an effortless, flawless application every time.
Our Story
Loving Tan was founded in 2010 in Brisbane, Australia by busy 28 year old lawyer, Joanna.
When the demands of her job caused her to miss her weekly spray tan appointment, she searched for a self-tan that delivered the same professional, natural-looking results—and, finding nothing, she decided to create her own.
Her vision was clear: to deliver the depth, natural colour, and flawless finish of a salon spray tan in a self-tan formula that was effortless to apply at home. And so, the original professional strength self-tan was born.
Since then, Loving Tan has grown into an international community of self-tan lovers. Our values stay shaped by what originally inspired us from the start: quality without compromise, results you can trust, a dedication to leading the way as tanning experts and innovators, and empowering everyone to feel confident in their own skin.