We’ve never been ones to shy away from a challenge. And for a long time we thought that creating a 100% natural, sunless tan for sensitive skin was a truly impossible one to overcome. Until now.
We’re so excited to launch The Impossible Tan™: our first ever self tan that’s formulated with active skincare ingredients to hydrate and support the skin barrier too.
Read on to learn everything you need to know about our groundbreaking new formula.
A green chemistry breakthrough
Fake tans work because of an active ingredient called dihydroxyacetone (DHA). Most tanning products use synthetic DHA, which if you’ve got sensitive skin, can be a literal red flag.
Sarah our Founder explains: "Traditional formulas using synthetic DHA often trigger dehydration, breakouts, and irritation, not to mention the giveaway biscuit aroma.”
Our chemists needed to find a certified COSMOS organic version that worked just as effectively but without upsetting reactive skin.
“Biotechnology has given us a certified organic DHA that creates a natural, healthy glow, with none of those drawbacks,” says Sarah. “The Impossible Tan™ uses DHA bioengineered from Glycerin to trigger the Maillard reaction – which develops a tan specific to your skin tone. It’s a truly advanced formula, and a breakthrough for sensitive skincare.”
Self tan meets skincare
We’ve always believed that functional products should have therapeutic benefits for the skin – and vice versa. It’s why our bronzing glow drops contain actives to boost hydration. And why our prime and protect sunscreen contains pearlescent pigment to give instant glow too.
Our first hybrid formula in the tanning space, The Impossible Tan™️ is enhanced with active ingredients like Hyaluronic Acid and a biomimicking Ceramide Complex – to supercharge the drops with all the benefits of a hydrating, barrier-supporting serum.
And they’re proven to work too. In independent trials, 88% said it gave skin a natural-looking tan, 80% said skin felt hydrated and 92% said it caused no irritation or breakouts*.
The clinical trials back this up, too. The Impossible Tan™️ is clinically proven to hydrate for up to 8 hours**, is suitable for sensitive skin and dermatologist approved. Patch tested for 96 hours – rather than the industry standard 24 hours – for complete peace of mind.
They're also proven to deliver with no streaks, no transfer, and no biscuit odour. All your tanning pet peeves, solved.
How and when to use your tan drops
There are two ways to use your new tanning drops.
The first is to apply directly to cleansed, dry skin, massaging it in until fully absorbed. It will begin to develop within a couple of hours but you should allow up to 48 hours for it to develop fully.
It's designed to be fully customisable – for a light glow we recommend using two drops, for a medium glow try four, and for a deeper tan go for six. But there are no rules - start there and add more if you want to amplify your glow.
The second way to use The Impossible Tan™️ is to build a much more gradual tan by mixing the drops into your moisturiser or serum each morning. We recommend using between two and 12 drops depending on your desired outcome.
For best results, apply in the evening to give it time to work, and exfoliate first to create a smoother canvas, with our Virtuous Circle™️ exfoliator. And there’s no need to use a tanning mitt or to rinse it off – just wash your hands straight away after applying. Easy.
Ready to experience a 100% natural, healthy tan for yourself? Shop The Impossible Tan™ Hydrating Self Tan Drops here.
*One week independent consumer trial on 112 subjects
**Based on a clinical study on 22 subjects
