Kaidron Community Insights — Sun-Kissed: Tanning Habits Insights
Our community wants a glow — but they're not willing to earn it at the expense of their skin.
This week's survey explored how our community approaches tanning in all its forms — from sun habits to self-tan routines, SPF attitudes to application confidence. What emerges is a portrait of a community that has not abandoned the desire for a tan, but has become considerably more sophisticated about how they get one. Most blend self-tan with selective sun exposure; very few rely on the sun alone or skip protection entirely.
The SPF data is among the most decisive in any survey we have run. SPF is near-universally considered extremely or very important when spending time in the sun, and SPF 50+ is the most commonly chosen protection level by a wide margin. Tanning and protection are no longer seen as opposites — this community holds both values simultaneously, without contradiction.
On the self-tan side, the picture is more nuanced. Satisfaction exists but is fragile: streaky results, uneven fading, and an unpleasant smell remain persistent frustrations that even regular users live with. For brand partners, the brief is clear — the demand for a natural-looking, lasting, easy-to-apply self-tan that genuinely performs is enormous, and not yet fully answered.
How the Community Gets Its Glow
The blended approach dominates — self-tan combined with selective sun exposure is far ahead of any other strategy. Sun-only and self-tan-only are minority choices.
Approach to getting a tan
How often they use self-tan
Preferred self-tan format (among users)
Percentages are among self-tan users only, excluding those who do not use self-tan.
SPF in the Sun — Standards Are High
This community does not choose between a tan and protection. SPF is considered essential by the overwhelming majority — and the level they reach for is consistently strong.
How important is SPF when sunbathing?
SPF level they typically reach for
"Streaky results, uneven fading, and the smell — the holy trinity of self-tan frustrations that the category still hasn't solved."
Performance, Prep & How Long It Lasts
Most self-tan users prep carefully — exfoliating and moisturising before application — yet results still fall short of expectations. The gap between effort and outcome is the category's core challenge.
How they prep skin before self-tan
Among self-tan users only, expressed as share of total prep selections.
How long before fading begins
Among self-tan users only.
What Matters Most & The Face Question
Natural-looking colour is the dominant priority for self-tan users — by nearly double the next answer. And when it comes to the face, most of the community treats it as an entirely separate category.
Most important quality in a self-tan (among users)
Do they treat their face differently?
Confidence is split — and it maps directly onto the frustrations the category still hasn't resolved.
Spend, Confidence & Where Discovery Happens
Mid-range spend dominates, social media leads discovery, and application confidence correlates closely with experience — those who tan regularly feel prepared; everyone else is less sure.
Typical spend on a self-tan product (among buyers)
Among self-tan buyers only, excluding non-buyers.
Where they discover new tanning products
Expressed as share of total discovery channel selections.
Confidence applying self-tan at home (among users)
Among self-tan users only.