The 5 Self-Tan Brands Winning the Glow-Up, According to the Numbers

A faux glow has never been more popular.

Allie Hogan
Allie Hogan
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Published: Apr 28, 2026

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woman tanning — Photo by Juliia Abramova on Unsplash

Sure, self-tanner has been big for years now, but new numbers suggest this summer could be a breakout moment for at-home formulas. A recent study from Spate and Sula Labs found that interest in self-tanners has spiked 11 percent year over year, based on insights from Google, TikTok and Instagram.

It’s part of a steady rise in interest that doesn’t seem to be slowing down. The report also highlights a handful of brands leading the pack. Ahead are the self-tanning brands trending right now, according to the data.

1 / 5

St. Tropez

Launched in 1996, St. Tropez is a brand that stands the test of time. The products still demand attention, with searches for “St. Tropez self tanner” ranking among the top search queries. Hero products include Gradual Tan Daily Firming Lotion ($29), Purity Bronzing Water Face Mist ($33) and Classic Bronzing Mousse ($44).

2 / 5

Isle of Paradise

Isle of Paradise’s goal is to offer a safer way to achieve sun-kissed skin, so the brand offers both self-tanning and SPF products. “Isle of Paradise” and “Isle of Paradise self tanning drops” were both among the top search queries, showing consumers are especially interested in the brand’s Self-Tan Drops ($30), which come in light, medium and dark so you can customize your glow by mixing them with your moisturizer.

3 / 5

Bondi Sands

Australian brand Bondi Sands is among the most popular self-tanning brands right now, according to the data. Its Self Tanning Foam ($27) is a bestseller and comes in a range of shades, making it suitable for everyone from beginners to more advanced users. The Everyday Gradual Tanning Milk ($20) doubles as a daily moisturizer that helps maintain a tan.

4 / 5

TAN-LUXE

TAN-LUXE takes a customizable, skin-care-focused approach to self-tanning. Best known for its iconic THE FACE - Illuminating Self-Tan Drops ($55), the brand also offers other formats, including THE GRADUAL - Tanning Lotion ($38) and EXPRESS WATER - Hydrating Self-Tan Water ($53).

5 / 5

Coco & Eve

Inspired by Bali, Coco & Eve has become a staple in the self-tan space. Many of its formulas incorporate skin-care ingredients, a focus the brand leans into across its lineup. Sunny Honey Bali Bronzing Foam ($38) and Tan Boosting Anti-Aging Body Oil SPF 45 ($36) are fan favorites.