The best tans used to come from the sun. They were natural, effortless, and carried that unmistakable “just got back from vacation” glow.
If not, the alternative was often obvious. Early self-tanners had a reputation for streaks, orange tones, and results that looked anything but natural. For years, the tradeoff felt clear: real glow meant sun exposure, and everything else was a compromise.
That assumption doesn’t hold anymore. The glow hasn’t disappeared, but the way people achieve it has fundamentally changed. Today? A tan is no longer tied to the sun. And looking sun-kissed is no longer a seasonal goal.
The Shift to Year-Round Glow
What used to be tied to summer vacations and beach days has become part of a year-round aesthetic.
Social media, evolving beauty standards, and more intentional routines have reshaped expectations. The baseline has shifted from occasional radiance to maintaining a polished, healthy glow.
At the same time, awareness around skin health has grown significantly. Conversations around sun damage, premature aging, and long-term skin care have made the traditional approach to tanni, tng feel increasingly outdated.
Today, consumers still want that glow—but they expect it to support skin health, not compromise it.
Glow as a Daily Ritual
This shift has opened the door for an entirely new way of thinking about tanning. Instead of being something you do occasionally, glow is becoming something you maintain—like skincare.
Consumers are moving toward gradual, buildable products that fit into their everyday routines. These formulas are designed to be layered and improved over time, giving users flexibility instead of forcing a one-time result. The process feels more like a habit instead of a one-off treatment.
That’s where brands like NUDA are reshaping the category.
Founded by entrepreneurs who loved the look of sun-kissed skin but rejected the long-term effects of UV exposure, NUDA approaches tanning as part of a broader skin wellness routine. The brand not only develops sunless tanning products, but also trains professional spray tan artists through both in-person and online education programs. They’re committed to ensuring high-quality applications at the professional level while also empowering consumers to achieve results at home.
In this model, glow becomes something you build and maintain over time. Tanning is no longer a single transformation, but an easy, repeatable part of a modern beauty routine.
Products Designed to Nourish
NUDA’s philosophy shows up in their latest product launches.
SilkMilk reframes gradual tanning as part of a daily body care routine. Instead of delivering instant color, it builds a natural-looking glow over time, making it easy to maintain a consistent tone.
What sets it apart is how seamlessly it blends tanning with skincare. The formula is designed to hydrate and nourish the skin, with ingredients like Hyaluronic Acid, Squalane, Niacinamide, Panthenol, and botanical extracts working together to leave skin soft, smooth, and radiant.
GlowMelt takes the opposite approach in timing, offering an instant bronze that enhances the skin on contact. It’s designed for flexibility, allowing users to apply, blend, and go without committing to a long-lasting result.
At the same time, it delivers similar skin benefits. Infused with Marula, Sea Buckthorn, and Jojoba oils, the formula helps keep skin nourished while creating a smooth, even-looking finish.
While the two products serve different moments—one gradual, one immediate—they share the same foundation. Both are designed to nourish the skin while delivering glow, and are certified vegan, with no animal-derived ingredients and no animal testing.
Skincare Meets Sunless Technology
Sunless tanning is increasingly merging with skincare. Instead of focusing solely on color, modern formulations are built to support skin health at the same time. Hydration, firming, and nourishment are no longer secondary benefits but part of the core value.
This shift reflects a broader expectation in beauty. Consumers are no longer satisfied with products that deliver only one result. They want formulas that work harder, combining multiple benefits into a single step.
For tanning, that means moving away from surface-level results and toward deeper skin support. A glow that comes from a product that also improves how your skin feels and functions carries more long-term value than one that comes at the expense of skin health.
A New Standard for Glow
What was once considered a tradeoff is no longer acceptable. Consumers no longer see glow and skin health as opposing goals—they expect both.
This is redefining the category. Tanning is no longer about exposure or even transformation. It’s about maintenance, control, and overall skin quality. The modern glow is subtle, buildable, and integrated into daily life. It’s less about achieving a dramatic before-and-after result and more about enhancing what’s already there.
This shift is also changing how products are used. Instead of preparing for a single application, consumers are building routines. They’re layering products, adjusting over time, and choosing options that align with their lifestyle rather than disrupting it.
The glow is still the goal. But the way we achieve it now reflects a more thoughtful, long-term approach to skin.
Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.
