Gen-Z Champions Self-Tanning: A Radiant Response to Colorism
Gen-Z beauty consumers of color are spearheading a transformative shift in the self-tanning market. The usage among Black consumers has skyrocketed by 175% since 2022. Unlike the conventional tanning objectives, these consumers are not aiming to darken their skin. Instead, they seek to boost radiance, enhance glow, and even challenge colorism standards.
According to the market research firm Mintel, 48% of Black consumers now favor oil-format tanning products. Furthermore, 19% of Black Gen Z consumers are opting for professional spray tans. Indie brands such as Caribé and Isle of Paradise are innovatively formulating self-tanners specifically for melanin-rich skin tones. This addresses the gaps left by legacy players in the market.
The trend signifies a broader cultural shift. Women of color are embracing their natural skin tones and using self-tanning products for benefits like color-correcting, hydration, and radiance, rather than dramatic shade changes. Brands are now compelled to rethink their formulations and marketing strategies to cater to this expanding, influential consumer base that prioritizes skin health and authenticity.
Source: Business of Fashion