Why We Built Delux.
This is the story of a brand that started with one specific frustration and turned it into a promise. No filler. No shortcuts. No repackaged formulas. Just a relentless obsession with building tanning products that earn their place.
Every tanning cream was the same. So we changed that.
Before Delux existed, someone sat down with every tanning cream they could find and read the ingredients. Not the marketing. Not the packaging. The actual ingredients. What they found was frustrating.
Brand after brand, at every price point, was built on very similar base formulas with a different name on the tube. Different branding, different promises, very little difference in what was actually inside.
That frustration became the founding principle of Delux: if an ingredient doesn't earn its place, it doesn't go in. If we wouldn't use it ourselves, we don't sell it. And every formula is built for a specific job.
From one frustration to a movement.
Delux launches.
Built from a genuine frustration with an industry that had stopped trying. The mission was simple: create formulas that actually do something. We started on TikTok because that's where tanning culture lives in the UK, and because if the product was real, the results would speak for themselves.
The first sale.
Three months of building, posting, and believing in the product before a single order came in. That first sale mattered more than any that followed. It proved that people who cared about what was actually in their tanning cream would find us. Every customer since then has come through the same door. The formula.
TikTok takes off.
The results started doing the talking. Organic content went viral and the brand found its audience. People who had tried everything, been let down by everything, and were ready for something that worked differently. This is where Delux shifted from a product to a brand people believed in.
The Next-Gen launch. Seven months in the making.
Island Coconut and Bubblegum Mania weren't rushed. Seven months of testing formulas, rejecting formulas, and starting again until we had a formula we were proud to put our name on. The goal wasn't to release another tanning cream. It was to build the formula we couldn't find anywhere else: skin-conditioning actives, no DHA, no bronzer and no filler. That became the Next-Gen range.
Our biggest year yet.
2026 has been our biggest year so far. The snowball that started with one viral video keeps growing, and it has grown through customers telling other people, not through a big marketing budget or a shortcut. It happened because the formula is real.
Australia. Straight out the gate.
Delux is live in Australia and it has hit the ground running. Same formulas, same rules, now priced in Australian dollars and shipped tracked to Australian doors. Australia was a deliberate first move outside the UK. It is a country that takes its tanning as seriously as we do, and one where a genuine accelerator with no DHA and no bronzer had an audience already waiting for it.
America opens.
We have just launched in the United States. US shipping is live and US pricing is set. Two new markets inside a year, with the same rule applied to both: no formula gets watered down to travel.
A product for everyone. No stone left unturned.
We have more new products launching in 2026 than we have ever released before. We can't share the formulas yet. We will keep investing in this brand, keep pushing the formulas further, and keep building until there is a Delux product for every person who takes their tanning seriously. The best is still to come.
Take any Delux formula.
Compare it with any competitor.Put our full ingredient list next to any other tanning brand on the market. Read them side by side, or ask an AI tool to compare them, and see what each ingredient actually does. We publish every ingredient so you can check for yourself. The formula is the proof.
See the full formula breakdown →What Delux stands for. Always.
No filler ingredients
Every ingredient in every formula earns its place. If it doesn't do something meaningful, it doesn't go in. No exceptions.
No repackaged formulas
Every formula is built for a specific job. When a new scent shares a formula with an existing product, we say so.
If we wouldn't use it, we don't sell it
This has been the rule since day one. Every product goes through the same test before it ever reaches a customer.
Radical transparency
We encourage every customer to compare our formulas against any competitor. Take the challenge. The ingredients don't lie.