Launch Date: November 2015
Geography: Brookvale, Australia
Founders:
Executive Team:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Bodycare
Other Category: Skincare
Funding: Self-Funded
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 500
At Luna Bronze, we’re on a mission to change the way you glow—safely, naturally, and confidently.
Back in 2015, when our co-founder Maddy Balderson was diagnosed with skin cancer, we knew it was time to say goodbye to harmful sun exposure. But when we searched for a self-tanner that didn’t just bronze but also nourished the skin, we came up empty. That’s when we realized: the self-tan industry was missing a skincare-first solution.
So, we created Luna Bronze—a premium self-tanning range that fuses natural, buildable bronzing with high-quality skincare ingredients. What started as a passion project between two Aussie best friends is now a globally loved brand, with celebrity fans like Hilary Duff, Kelsea Ballerini, Jillian Harris, and Sarah Nicole Landry.
We’re not just another self tanning brand; we’ve created hybrid products that deliver a feel-good bronzing experience while nourishing, hydrating, and caring for your skin. It’s self-tanning, elevated—with formulas that work harder, so you can glow smarter.
Insights: Rhiannon Mitchell, Founder + Director
Why now and why you?
Why now? Because the self-tanning category is ready for a glow-up. Consumers are demanding more from their beauty products: cleaner ingredients, smarter formulas, and results that go beyond the surface. In a world that’s more skin-conscious than ever, people want products that multitask. That’s where we come in.
Why us? Luna Bronze was ahead of the curve in 2015, identifying a gap in the market for a self- tanner that didn’t compromise on skincare. Our founders lived the need first and built the solution. We’ve spent nearly a decade perfecting feel-good bronzing formulas that deliver real skincare benefits, while earning trust from customers, celebrities, and the beauty media alike.
What fuels your competitive advantage?
Our competitive advantage is powered by a skincare-first philosophy, clean formulations, and a deep, authentic brand story.
While many self-tanners focus solely on color payoff, Luna Bronze is rooted in the belief that bronzing should be a feel-good, skin-loving ritual. That’s why our products are carefully formulated with natural and organic ingredients that hydrate, nourish, and protect the skin— making them true skincare hybrids.
Our process is equally thoughtful: from clean, cruelty-free formulations to luxe textures and scents that elevate the tanning experience. Plus, our origin story—born from a personal battle with skin cancer—gives our mission real meaning. It’s not just about the tan; it’s about encouraging safer, smarter sunless alternatives that people feel genuinely good about using.
This unique blend of purpose, performance, and product integrity is what sets Luna Bronze apart in a crowded category.
What are you most proud of accomplishing to date?
We’re most proud of building a brand that has truly changed the way people think about self- tanning—from a routine they once tolerated to a feel-good ritual they genuinely look forward to.
We were the first to fuse skincare and self-tan, creating a range of products that nourish, hydrate, and protect the skin while delivering a beautiful, natural glow. And through it all, we’re still fully bootstrapped, which has allowed us to stay true to our mission and maintain full control over our brand and product quality.
But beyond the product itself, our proudest achievement is knowing we've helped people feel confident in their skin safely. Creating a self-tan range that puts skin health first, without compromising on performance or experience, is at the heart of everything we do.
What is the one thing you wish someone had told you?
One thing I wish someone had told me is just how male-dominated the tanning category is. When we started Luna Bronze, we were so focused on creating a product we believed in that we didn’t fully realize the challenges of entering an industry where the majority of players were men. It’s been an eye-opening experience, but it’s also fueled our determination to carve out a space for women-founded brands that are leading the way with innovation, inclusivity, and a true understanding of what consumers want.
What would you tell your past self before starting this journey?
I’d tell my past self to trust the process, embrace the challenges, and stay true to the vision. Starting Luna Bronze wasn’t easy, and there were moments of doubt, but every setback was a lesson and every risk was an opportunity to grow. I’d also remind myself to lean into the power of community and collaboration; we couldn’t have done this without the support of our team, customers, and even other founders who shared their experiences. Most importantly, I’d remind myself that it’s okay to take things one step at a time and to celebrate the small wins along the way.
What does success look like in the next 3-5 years?
In the next 3-5 years, success for Luna Bronze means becoming a global leader in self-tanning and skincare, known not only for our premium, hybrid products but also for our commitment to innovation and sustainability. We aim to have our products in even more hands worldwide, helping people glow confidently while prioritizing their skin’s health.
Beyond sales, we’re focused on continuing to build a brand that resonates with our community—fostering deeper relationships with our loyal customers and expanding our reach to new markets. We also see Luna Bronze leading the conversation around clean beauty and safe sun alternatives, with a stronger emphasis on inclusivity and education.
Most importantly, success will mean staying true to our brand values as a women-founded, bootstrapped brand that created a new standard in the tanning industry—one that values both skin health and a beautiful, natural glow.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped trend: The overemphasis on "instant and dark results" in the beauty industry, especially in self-tanning. While people want a quick fix, there’s often not enough focus on long-term skin health or the quality of ingredients in the products. Quick results don’t always equate to the best results for your skin, and this can lead to product formulations that prioritize speed over nourishment.
Overlooked trend: The increasing demand for skincare-first formulations in self-tanning products. Consumers are becoming more educated about the importance of what goes on their skin, and there’s a huge opportunity for products that are not just about the tan but also about supporting overall skin health. The trend of fusing skincare with self-tanning is still emerging, and brands that lead this category will be well-positioned for the future.
How do you think the industry needs to evolve?
The self-tanning industry needs to evolve by shifting its focus from promoting unhealthy tanning practices and unrealistic beauty standards to embracing skin health, inclusivity, and responsible beauty. Too many brands still glorify tanning oils and tanning beds, which contribute to harmful skin damage. These outdated approaches do not promote the true message of self-care and wellness that consumers are increasingly seeking.
It’s time for the industry to move away from products that encourage dangerous tanning habits, like tanning beds, or marketing that objectifies the tanning experience. Instead, brands should focus on the long-term health of the skin, promoting and creating safer alternatives like hybrid products that nourish and protect while giving a beautiful glow. The future of self-tanning should be about inclusivity, self-care, and empowering people to feel good in their own skin and encourage them to get their tan from a bottle and not the sun.
If you could wave a magic wand, what one wish would you make for your business?
My wish would be to have even greater global visibility and reach, while maintaining the same level of authenticity and connection with our community. I’d love for our brand to inspire millions to switch from harmful tanning practices to safer, healthier alternatives. Our ultimate goal is for Luna Bronze to be the leading brand in self-tanning, recognized not only for our premium products but also for our commitment to promoting safe tanning practices and encouraging consumers to prioritize their skin’s health.
