Meet the Brand: TAN-LUXE

Written by Maria Nichol

An all-year-round glow is something we’re all looking for, but sometimes the formula can let us down. The wrong shade, prone to streaks and patching, doesn’t marry well with makeup… that’s where TAN-LUXE comes in. The Sunday Times Style’s Beauty Director Sarah Jossel loved this brand so much, it’s included in her #BeautyBOSS Edit, and it’s no wonder with cult product The Water revolutionising the way we tan. We chatted with TAN-LUXE founder and CEO Marc Elrick to get the lowdown on the brand, and the key to achieving a flawless glow.

 

WHERE DID THE IDEA FOR TAN-LUXE COME ABOUT?

“My husband and I own a hair salon, so this was an amazing way of immersing myself in the world of beauty. I was constantly talking with clients about the products that they used and loved. After over a year, we came to realise that there was a huge gap within the tanning industry.

As a whole, it was very one size fits all, and people were looking for something more approachable and customisable – something that didn’t yet exist. That’s when I came up with the idea to create TAN-LUXE – a fully customisable approach to self-tanning that could work with people’s individual skin tones to create a flawless, natural tan- and we’ve been glowing ever since!

TAN LUXE 3

TAN LUXE 3

TAN-LUXE really was founded on the idea that if you can customise the shade of your makeup, then why not your tan? I wanted to take the way self-tan is researched, formulated and developed and completely change this for the consumer. A huge advantage that we have is we formulate at our own, in-house lab. This means we’re able to take a customisable, skincare-led approach to tanning, having total control of every ingredient that is present in our formulations. I personally test every product to make sure it’s something that would work with my regime and that I know the modern beauty consumer would use and love – if I’m not totally obsessed with it, then we don’t do it – simple as that. “

WE LOVE THAT YOUR PRODUCTS PUT A FOCUS ON SKINCARE TOO. TELL US ABOUT THE DO-GOOD INGREDIENTS IN YOUR RANGE.

“You know, when I was first creating the brand, it took us five years in the lab to get the formula just right. That’s because my criteria was so strict. You know, the products needed to look natural on the skin, have the ability to adapt to different skin tones and tackle the key issues that tanners had in the past. I also needed to have total control of all of the ingredients and where they came from to ensure that each ingredient was of the highest quality- as well as being cruelty-free, and non-toxic, and that’s how we’ve managed to land at such an amazing place, from a formulation perspective. 

tan luxe 4

tan luxe 4

Each TAN-LUXE product is packed full of amazing hydrating and nourishing ingredients that you will already know and love from your favourite skincare – you’ve got raspberry seed oil, aloe vera, vitamin E, plus the highest quality, naturally derived DHA (tanning actives) in every single product – that’s something I’m really proud of, and we continue to push the bar with each new product we release. “

WHERE DID THE IDEA OF A WATER COME FROM?

TAN LUXE 1

TAN LUXE 1

So as a brand, from the very beginning, we didn’t believe in colour guides – also known as the dark stain used in most traditional self-tanning products. These synthetic dyes have been shown to break down tanning actives and cause streaking, uneven fading, clogged pores and skin dehydration. Us researching and bringing this concept of ‘transparent tanning’ – and with it our tanning water – to market has revolutionised the industry. I like to think of the Water as one of the cleanest and easiest ways to tan, in both formulation and application. 

TELL US THE BEST WAY TO APPLY THE WATER.

I wanted this application to be super simple and straightforward – so whether you’re a novice or a pro, you can make The Water work for you. The thing I love about this product is that because it’s a mist, I can apply to my whole body, including my face, in two minutes- then it’s just a case of blending out with a mitt and you’re done! It’s also perfect for topping up tan on the go, so no matter where you are, you can get a beautiful golden glow.

IS IT SUITABLE FOR ALL SKIN TYPES?

TAN LUXE 2

TAN LUXE 2

Yes! This hydrating formula can be used by anyone – the water base is super skin-friendly. That’s because at TAN-LUXE, we formulate everything with a skincare-first approach. That means the best of ingredients, and textures that you may already be familiar with from your existing skincare – like waters and serums – are mainstays across our range. Plus it’s available in light/medium and medium/dark so like all our products, there’s an element of customisation available there.

IT CAN ALSO BE USED TO SET MAKEUP, RIGHT?

Yes, and that’s just one of the things that are so special about this product. You know so many self-tanners are so heavy and formulated with such nasty ingredients that you can’t use them on your face for fear of clogging your pores or breaking out your skin. Well, our Water is super lightweight – so can work both over and under makeup for the ultimate hydrated, glowing finish. 

TIPS ON GETTING A STREAK-FREE GLOW?

tna luxe 6

tna luxe 6

I’ve found that streaks are less likely to come from the product itself, as they are from an incorrect user application. My advice is to ensure with any self-tanning product – especially products with no guide colour like ours – that you’re applying enough to completely saturate the skin. This means you avoid missing out on any areas when you’re applying- which is one of the main factors that leads to the appearance of ‘streaks’ on the skin. 

Skin-dryness can also play a factor when it comes to streaking, so always look for ingredients you know and love from the skincare you already use when selecting a self-tanner. At Tan-Luxe, we formulate every single product with a proprietary complex of raspberry seed oil, aloe vera and vitamin E to ensure skin is nourished and hydrated with each application – so no streaking or dryness.

TAN-LUXE THE WATER IS AVAILABLE INSIDE THE #BEAUTYBOSS EDIT.

 

Image credit: TAN-LUXE, TAN-LUXE [Instagram], LiB