Brands: Keep Sun Care Focused on the Black Demographic, Says Mintel

Self-tanning is no longer a solution to counteract the unwanted “pasty pale” complexion.

According to new Mintel research, nearly a fourth (22%) of Black consumers use self-tanning products, a 175% increase from 2022 (8%), driven by younger consumers.

Self-tanning products are especially popular among Black Gen Z (ages 18-28 in 2024) and Millennial (ages 29-45 in 2024) consumers, of which 31% and 28% use self-tanning products respectively. This illustrates a significant opportunity for brands to focus on these engaged demographics.

“The rise of skin-friendly ingredient inclusions that promote benefits such as skin tone evening and healthy glow has improved self-tanning’s resonance with Black and melanated consumers,” said Joan Li, senior analyst, beauty and personal care, Mintel. “These groups have historically been more conscious about their skin health when selecting beauty and personal care products. Additionally, convenient formats such as serums and drops that can be added to lotions give consumers more control over their tanning results. With the growing awareness around sensitive skin, dermatological guidance, and skin undertones, self-tanning brands [can] innovate and tailor their messaging to align with these concerns, driving further growth in the category.”

Mintel data also shows that Black consumers are increasing engagement with various products and services within the suncare category. For example, 16% of Black consumers now use tanning oil and lotion, up from 6% in 2022. Additionally, 12% of Black consumers now get professional spray tans, up from 5% in 2022. This figure rises even higher to 19% of Black Gen Z consumers as of 2024.

More Black consumers (48%) prefer oil formats compared to all consumers (41%) and around three-fifths (59%) of Black consumers who use tanning products have used cream or lotion formats in the past year, in line with the general consumer trend.