Why We Built Delux
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 the best tanning products on the market.
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 damning.
Every brand, from the cheapest to the most expensive, was running the same base formula with a different name on the tube. Different price points, different branding, different promises. Same product. The tanning industry was built on cheap formulas sold at huge margins, with results held up by hype and placebo rather than anything actually happening in the formula itself.
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 no two products will ever share the same formula.
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 something came back that genuinely outperformed anything on the market. The goal wasn't to release a new tanning cream. It was to build something that had never been done. Active melanin support, premium skincare actives, zero filler. We got there. The Next-Gen formula became the most advanced tanning accelerator available in the UK.
Record months. Every single month.
Since the start of 2026, Delux has broken its own sales record every month without exception. The snowball that started with one viral video has turned into something that many now consider one of the top tanning brands in the UK. None of that happened through a big marketing budget or a shortcut. It happened because the formula is real.
The agency deal and what's next.
We have signed a major deal with a TikTok agency that will take our content to a level we simply don't have the time to reach while building the brand from the inside. This means Delux is about to grow faster than any tanning brand in this space has grown before. At the same time, our formulation team has been working endlessly on new products, each one following the same rule: no formula can be the same as another, and nothing gets sold unless we'd use it ourselves.
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, but we can promise that no brand on the market is going to the lengths we are. 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 genuinely still to come.
Take any Delux formula.
Compare it with any competitor.Put our ingredient list into any AI tool alongside any other tanning brand on the market. Ask it to compare the active ingredients, their concentrations, and what they actually do. We make this challenge openly and consistently because we already know what comes back. No other brand in the UK tanning space can afford to make this offer. We make it because we have to. 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 product is built from scratch with a different formula and a different purpose. We will never release two products that do the same thing.
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.