Loving Tan was founded in 2010 in Brisbane, Australia by a busy 28-year-old lawyer, Joanna.

When the demands of her job caused her to miss her weekly spray tan appointment, she searched for a self-tan that delivered the same professional, natural-looking results—and, finding nothing, she decided to create her own.

Her vision was clear: to deliver the depth, natural colour, and flawless finish of a salon spray tan in a self-tan formula that was effortless to apply at home. And so, the original professional strength self-tan was born.

Since then, Loving Tan has grown into an international community of self-tan lovers. Our values stay shaped by what originally inspired us from the start: quality without compromise, results you can trust, a dedication to leading the way as tanning experts and innovators, and empowering everyone to feel confident in their own skin.