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Look for sunless tanners to turn up the heat at beauty counters this summer as brands unleash a wave of innovation in the category. From By Terry comes Sérum Terrybly Sunbooster, which claims to produce a tan without DHA, using instead the ingredient tyrosinase to activate the skin’s natural pigmentation process. Dior, meanwhile, launches the first self-tanning dry oil, while Tom Ford introduces two bronzing powders—one matte, the other shimmering—with a mineral complex to impart instant radiance. The timing couldn’t be better—while sunless tanners grew 5 percent in 2011, the category is already up 14 percent in the first quarter of 2012, according to The NPD Group’s Karen Grant. Golden glow indeed.
This story first appeared in the May 11, 2012 issue of WWD. Subscribe Today.