In 2026, we celebrate 30 years of transforming how the world thinks about sunless tanning. Since its founding in the mid-1990s, Fake Bake has grown from a pioneering self-tanning brand into a globally recognized beauty staple, trusted by enthusiasts, professionals, and beauty editors alike across continents. We are proud to be one of the largest international self-tan and spray tan brands, as well as a leading cosmetics brand. 

From humble beginnings in the United States to a global presence, Fake Bake products now grace bathrooms and salon stations in Canada, Europe, and beyond. Here’s to empowering millions to redefine their relationship with glow-enhanced beauty, style, and confidence!

The Flawless Brand For Every Body

Fake Bake has always been an inclusive company, run by women, and built on the belief that great color should be accessible to everyone—no matter skin tone, body shape or size, or where you live in the world. We formulate our self-tanners to deliver natural-looking results across the full spectrum of skin colors, with shade ranges and application systems designed to adapt, not mask. We offer shade versatility, with a wide range of hues to help users find their perfect bronze, from subtle warmth to deeper glow. Specialized products like Vitiligo Vanquish celebrate diversity in skin appearance and empower individuals to express confidence on their own terms.

We love our global self-love community! From Australia to Europe to the Americas, we speak to a multicultural audience seeking quality, safety, and self-expression. From first-time users to spray tan professionals, from fair to deep skin tones we celebrate individuality rather than conformity. Fake Bake is one brand, with one mission…a flawless self-tan for every body.

Innovative Science Meets Sunless Beauty

What sets Fake Bake apart isn’t just our name. It’s the progressive science behind every bottle to achieve real-looking color without sun damage. Our products are built on a foundation of science-forward formulation and ingredient transparency that sets us apart in the clean beauty space. At the heart of our formulas is dihydroxyacetone (DHA), a plant-derived sugar compound that interacts with the amino acids in your skin’s outermost cells to produce a natural-looking bronzed tone—essentially mimicking melanin pigmentation without UV exposure. Our formulas are free from parabens and artificial preservatives, and include performance-enhancing components like ethoxydiglycol to improve spreadability and moisture retention, which helps prevent streaks and supports even development. In addition, many products are enriched with skin-nourishing agents such as botanical extracts, vitamins, and conditioning emollients that hydrate, smooth, and rejuvenate the skin while the tan develops. 

Beyond achieving color, we emphasize cleaner, multifunctional skincare benefits within our self-tanners. Ingredients are chosen to enhance skin feel and resilience alongside the tanning effect. Our commitment to ingredient quality not only improves performance by reducing dryness, supporting hydration, and minimizing odor, but also offers you more control and confidence in what you’re putting on your skin.

Innovation also applies to self-tan application. Our product line is diverse and includes lotions, spray liquids, mousses, and serums for options that will agree with every skin type and sensitivity. We offer application tools and accessories like professional application mitts and 360° back applicators to help ensure consistent, streak-free results, even in often-missed areas. This is beauty science in action, with decades of refinement shaping our products to make you feel as good as you look.

Thank You For 30 Years Of Self-Tanning 

As we celebrate this milestone, we express our deepest appreciation for the customers who believed in us first, and kept believing. To our customers around the world, thank

you for trusting Fake Bake to help you feel confident in your skin, decade after decade. From first-time self-tan users to lifelong loyalists, you’ve driven our evolution, challenged us to be better, and made us what we are today—a global brand built on innovation, inclusivity, and results that speak for themselves.

We’re equally grateful to the spray tan professionals who choose Fake Bake in their salons and spas worldwide. Your expertise, artistry, and daily commitment to your clients push our formulas forward and keep our standards uncompromisingly high. 

As we celebrate 30 years, we’re not slowing down—we’re looking ahead to the next breakthroughs in self-tanning science, cleaner ingredients, smarter formulations, and even more inclusive solutions. The future of a flawless self-tan is just getting started, and we’re excited to build it together, for every body, everywhere.