Tannity is the healthy tan of “celebrities”. A Spanish brand that revolutionizes the art of tanning with a healthy system without sun or UV rays. Tailor-made for your skin tone, ready in a single 15-minute session, without spots or orange skin. As if this were not enough, Tannity is also “vegan friendly” and therefore “cruelty free”.
Tannity was born in Spain as a true revolution. The firm is founded by Marta Porcel as founding partner and CEO and Isabel Delgado who joins the team as partner and director of communication. The company is led by two 29-year-old women entrepreneurs who have a clear goal: to revolutionize the art of healthy tanning with a distinctive and unique formula to achieve natural results in just 15 minutes. In addition to aesthetics, Tannity has a clear health motivation: in Spain approximately 6,000 cases of melanoma are detected each year and more than 1,000 people die from related problems (SEOM2021, Globocan 2020). Tannity presents the healthy alternative to a harmful tan based on sun exposure and UVA rays. Tannity offers an exclusive technique that is very popular in the United States and that celebrities such as Adriana Lima, Ariana Grande, Jennifer López, Shakira or Kylie Jenner use to always have the skin color they want. An innovative tan based on DHA, together with color correctors used for each skin type. This allows you to personalize the treatment and achieves results as natural and beautiful as the tan obtained with sun exposure, avoiding the cost that this entails for the skin and photoaging.
Tannity has two types of services that make the firm completely exclusive in Spain: two physical centers, always full of familiar faces, and the products to do it at home with practically identical results.
From Status we interviewed Marta and Isabel to find out in depth the treatment that has become a trending topic and is already considered the success of this season.
How did the idea of your Tannity project come about?
M: I realized that in Spain, unlike other countries, there was no culture of using self-tanning as a healthy alternative to sun exposure.
There are brands that have included a self-tanning product within their cosmetic lines, but none like Tannity. We are a single-product brand specialized in healthy tanning without sun or rays that combines beauty studios where we offer a personalized tanning service with an e-commerce of products based on the formulas that we use in the cabin and with color correctors so that our clients can do it from the tranquility of a house. For me this was the key.
What is your objective?
M: Revolutionize the concept of healthy tanning. In addition to aesthetics, Tannity has a clear health motivation: in Spain approximately 6,000 cases of melanoma are detected each year and more than 1,000 people die from related problems (SEOM2021, Globocan 2020). Tannity presents the healthy alternative to a harmful tan based on sun exposure and UVA rays.
Where would you like to open your next center?
I: For us, already having two exclusive centers in Spain, with the brand only a couple of years old, is a privilege. In order to establish a medium-term strategy, before making any decision, we do small tests on the Internet and analyze the results. In this way, the risk of making a mistake is lower. At Tannity, we are guided by the data and they say that Barcelona has many possibilities to enjoy Tannity.
How does your product and service differ from others?
M: Tannity is completely different from what has been seen before in this industry. The formulas have been made with the best ingredients for a completely natural result: 100% natural DHA, color correctors to personalize the final result by adapting the color to the tone and undertone of your skin, and also enriched with vitamins.
Our proposal as a brand is based on exclusive physical personalized tanning centers and an e-commerce that allows us to bring our products to our clients’ homes with practically identical results. This combination balances our business model and allows us to grow with greater guarantees, ensuring new openings in retail and providing feedback to the web at the same time.
I am lucky to have trained directly with the number 1 in the US in this business that personally tans celebrities such as the Kardashian sisters, Jennifer López or Shakira. I learned his tan spray technique well and then applied it exclusively on Tannity.
What obstacles have you encountered when starting out?
I: You always find obstacles, that is the day to day of companies. Both large and small firms. It is what makes you learn and grow continuously. The truth is that a great obstacle has been keeping the company alive with the pandemic that we have all suffered. We are a startup that is only a couple of years old. With my coming in after the lockdown, one of the most risky and important decisions we made was to venture out and open the physical centers again. The decision was correct. Every day the studios are more full of familiar faces and in just a month and a half since we reopened the center of Madrid, we have had more than 1,500 reservations, which represents almost 90% daily occupancy.
How was your experience in the US learning from the best and what did you decide to implement in your own business?
M: A true luxury, I had the opportunity to meet the best in the world of spray tan and self-tanning, Fabiola always helped me and trained me. Over time she became my friend and to this day she is “Tannity’s godmother”.
From all this enormous experience and learning, I took away the most important thing for me, which is the application technique of the product, which, as in all arts, makes the difference.
What is beauty for you?
I: Beauty is the lyrics of the song “Bonito” by Jarabe de Palo.
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