#USA #Chicago #Self-Tanning #Mintel #Black Consumers

A Significant Rise in Self-Tanning Usage Among Black Consumers

The latest data from Mintel indicates that self-tanning products have gained substantial traction among Black consumers, with a striking 175% increase in usage from just 8% in 2022 to 22% in 2025. This growth is particularly pronounced amongst younger demographics, especially Black Gen Z and Millennials, who are leading the charge in self-tanning adoption.

Youth Engagement Driving Growth

The Mintel research highlights that 31% of Black Gen Z consumers (ages 18-28) and 28% of Black Millennials (ages 29-45) are now utilizing self-tanning products. This trend signifies a pivotal moment for brands looking to connect with these eager consumers, indicating a ripe opportunity in this demographic segment for targeted marketing and product innovation.

Increasing Popularity of Sun Care Products

The engagement doesn't stop at self-tanning. The study reveals a broader interest in suncare products among Black consumers, showcased by a rise from 6% to 16% in those using tanning oil and lotion since 2022. Additionally, professional spray tanning is on the rise, with 12% of Black consumers opting for this service, up from 5% in 2022. Strikingly, 19% of Black Gen Z participants reported using professional spray tans as of 2024.

Format Preferences and Trends

Research shows that the preference for product types varies significantly. Amongst Black consumers, 48% lean toward oil formats, surpassing the 41% preference seen in the general population. Approximately 59% of Black consumers utilizing tanning products have engaged with creams or lotion formats in the preceding year — echoing trends across the broader consumer landscape.

The Role of Skin-Friendly Ingredients

Joan Li, a Senior Analyst at Mintel, discusses how self-tanning products have gained favor among Black consumers due to their skin-friendly formulations that promote benefits such as evening out skin tone and promoting a healthy glow. Historically, these consumers have been particularly discerning about their skincare choices — a trend that is shaping brand development and marketing strategies today.

Emerging formats like serums and drops that can be mixed with lotions are giving consumers enhanced control over their tanning experience. The increasing awareness regarding skin sensitivity and the significance of acknowledging skin undertones offers brands a path to develop innovative solutions that cater specifically to the needs of melanated skin.

Future Directions for Self-Tanning Brands

As more Black consumers become informed about dermatological options, self-tanning brands are in a prime position to refine their messaging and product developments in alignment with emerging consumer preferences. This convergence of trends presents a clear pathway for brands to establish rapport with Black consumers — a demographic that continues to embrace new trends in beauty and self-care.

In conclusion, the significant surge in self-tanning product usage highlights a critical moment for both consumers and brands alike. Companies focused on the beauty and personal care sector should actively engage with this trend, creating tailored messaging and products designed to resonate strongly with Black consumers, particularly within the younger demographic. As such, the landscape of self-tanning is evolving, and brands would do well to keep innovation at the forefront of their strategies in this dynamic market.