Born from a love of self-tan and a drive to do things differently, it’s hard to believe just how far we’ve come. From best-selling formulas (pinch us) to building an incredible community, Tandae is the result of dedication, hundreds of trials, and an unwavering refusal to settle for subpar self-tans.

We set out to solve every fake tan frustration we’d ever experienced, and created something that resonated far beyond us. Today, we’re pausing to reflect and celebrate the milestone moments that made our first year truly unforgettable.

It all started when our Founder, Georgia was on honeymoon. Between dreamy sunsets and long walks, the spark for Tandae was lit: why wasn’t there a self-tan that looked natural, didn’t go streaky, smelt great AND lasted?

“I remember it so well. It was the first day of our holiday, and I'd tanned the day before and as soon as I got in the pool my tan completely disappeared. I thought to myself, surely if I’m feeling frustrated with the current tans on the market, then other people are too.” - Georgia, Tandae Founder. 

Tandae’s signature glow was no overnight success. It took 18 months of testing, tweaking, and reimagining what great self-tan should feel like. Every trial brought us closer to the formula that would change the game.

"I genuinely thought it would be as simple as finding a factory and telling them what I wanted in a tanning product - but I was so wrong! Ten months went by as I tested hundreds of formulas. Eventually, I gave up, thinking that what I needed in a tan was impossible to achieve. I went back to using my old tan, but after just a few days, I became frustrated again with how poorly it worked for me. That’s when I decided to write a detailed email to the factory, explaining exactly what I wanted and needed in a tanning formula. By chance, the very first formula they sent me after that was perfection. And that’s how Tandae was born."

On the 9th of June 2024 we finally went live with our signature Tandae Tanning Mousse and a mission to revolutionise the self-tan market. The launch marked the end of months of persistence, passion, and product perfection. That day was filled with excitement and emotion, as the first wave of feedback poured in from customers who instantly fell in love with the formula.

To celebrate our launch on LTK, we gathered a group of amazing women for our very first 'Ladies Who Lunch' event at Somerset House. We poured champagne, shared delicious food, and sipped on personalised cocktails inspired by our tanning range.

Demand quickly outpaced our expectations. Our first drop sold out in record timing, confirming what we’d suspected: beauty lovers were ready for a self-tan that truly delivered. 

After the success of our signature mousse, we've been thoughtfully building the ultimate self-tan routine. Next came our Face Mist, which has now sold out four times, and most recently, we launched our Oil-Free Body Cream. Each addition has been carefully developed to fit seamlessly into your routine, with formulas that work hard and feel great.

From our first follower to 20k and beyond, our growing community has been the heart of it all. Your glowing reviews, kind DMs, and real results keep us inspired.

Winning the Women’s Health 2025 Beauty Award for Best Facial Tan was a major pinch-us moment, and the best birthday present we could have asked for!

“We’re just getting started. We are currently testing some incredible new products and really pushing the boundaries in skincare and product technology. We are so excited for what’s to come.”

To every customer, follower, and supporter - thank you. You’ve been part of our story, and we’re beyond grateful. Whether you’ve been with us since day one or just joined the glow-up, your support has meant everything.