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Skinny Tan Hopes to Fatten Sales With U.S. Debut

One product addresses two common problems to help women have a glow without the appearance of cellulite.

When two U.K. mothers got together to share complaints about self tanners that streaked and turned orange combined with the fact that cellulite creams they tried didn’t work, Skinny Tan was born.

The entrepreneurs, Kate Cotton and Louise Ferguson, received support from two investors on the U.K.’s Dragons’ Den, similar to “Shark Tank,” for Skinny Tan and eventually the brand caught the eye of a suitor — Australia’s InnovaDerma which bought a major stake in the company last year. Ferguson remains a shareholder and is active in the company.

Skinny Tan, which is now the number-one brand in the U.K., Australia and Korea, according to the company, is ready to expand in the U.S.

“When we invented the first natural tanner with firming actives I never imagined how successful it would be even in my home country. To be bringing it to the USA is an absolute dream,” said Ferguson, adding there is a huge potential since there are no competitive anticellulite/tanning options.

According to the company, the brand routinely sells $35,000 per day on Facebook in the U.K., and recently moved $100,000 worth of merchandise from the platform in one day. Superdrug sold more than 106,000 units between last February and May.

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Expansion in the U.S. is via the brand’s web site for now, but with hopes of securing distribution in specialty retail, major drug and mass doors in the next few months. The company will introduce the lineup at the upcoming ECRM meeting next week in Orlando.

“North America lies at the core of our global growth strategy. Our very aggressive and innovative marketing efforts have driven over a 1000 percent increase in sales since InnovaDerma acquired Skinny Tan in May 2015, and we’ve expanded throughout the Asia-Pacific, Europe and Africa where it is the number one self-tanner. The brand has become the fastest-growing self tanner in those markets.  We’ll put those same resources behind the U.S. market entry,” said Haris Chaudhry, chief executive officer of InnovaDerma.

In addition to reducing common complaints of self tanners, such as streaking, the formulas are all natural and PETA-approved. In tandem with the long-lasting tanning effects, an ingredient called Guarana helps reduce the appearance of cellulite, according to the company. Skinny Tan is available in a crème, mousse or oil. Retail products are available in a Skinny Tan 7-Day Tanner (Natural or Dark), Skinny Tan Gradual Tanner, Skinny Tan Tanning Mousse, Skinny Tan Tan & Tone Kit and a Skinny Tan Tan & Glow Kit. A Skinny Tan Applicator Mitt also is available. Product prices range from $29.95 for the Gradual Tanner to $54.99 for the kits.