For more than a hundred years, tanning has been associated with health and beauty. The increasing popularity of self-tanning products is fueled by a growing awareness of sun damage and the risks associated with UV exposure. The cultural shift toward sunless tanning has increased the demand for self-tanning products and professional spray tans that allow consumers to achieve a healthy, vacation-like glow without the risk of sun damage. Sunless and self-tanning products deliver immediate results from head to toe. This instant gratification is a key factor driving the increasing popularity of sunless tanning among beauty consumers, especially as summer approaches.The US prestige beauty market generated $114.6 million in sales for self-tanning products during 2024, according to Circana research. Globally, the self-tanning products' market size is expected to reach $1.31 billion by 2030, registering a compound annual growth rate (CAGR) of 4.5% over the forecast period, according to Grand View Research.Sunless tanning products, which sit somewhere between skincare and makeup, have become an increasingly popular addition to many consumers’ bodycare routines. But given the increasing possibility of a recession, how could this affect the sales of sunless tanning products and services?Historical trends indicate that tanning actually becomes more popular during economic downturns, as evidenced by Coco Chanel's popularization of tanning in the early 1920s following the recession of 1920-1921. The French fashion designer unintentionally acquired a tan while vacationing in the French Riviera.