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.