Loving Tan vs Tan-Luxe:Which is more popular?
In September 2026, Loving Tan had more branded searches than Tan-Luxe among self-tan brands in Australia. Loving Tan had about 22,200 branded searches, while Tan-Luxe had 480. Loving Tan made up 38.5% of all self-tan brand searches we track, and Tan-Luxe accounted for 0.83%. When we asked ChatGPT and Google AI Overviews about self-tan brands, Loving Tan appeared in four of the five answers and Tan-Luxe in none.
Who do people search for more?
Loving Tan, about 46 searches for every 1 for Tan-Luxe
Who does AI mention more?
Loving Tan, mentioned in 4 of 5 answers, Tan-Luxe in 0
Who does AI recommend more?
Loving Tan, the only one of the two named
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Top self-tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Loving Tan was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Tan-Luxe did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Bondi Sands5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Loving Tan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bali Body3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Eco Tan2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Le Tan1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
St.Tropez0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
b.tan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tan-Luxe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Isle of Paradise0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about self-tan brands
5 answers
Asked ChatGPT
“What's the best fake tan in Australia?”
Asked ChatGPT
“Which self tan gives the most natural colour?”
Asked ChatGPT
“What are the best Australian self tan brands?”
Searched Google, AI Overview
“fake tan”
Searched Google, AI Overview
“best fake tan”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Loving Tan or Tan-Luxe more popular in search?
This chart shows how often people search Google for Loving Tan and Tan-Luxe by name. Each line represents a brand's share of searches for all nine self-tan brands we track, month by month, from searches in Australia.
Share of searches by month for Loving Tan, Tan-Luxe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Loving Tan | Bali Body | Bondi Sands | Eco Tan | St.Tropez | b.tan | Le Tan | Tan-Luxe | Isle of Paradise |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.9% | 22% | 18.8% | 14.7% | 9.1% | 5.3% | 1.3% | 1.3% | 0.71% |
| Nov 2025 | 31.1% | 20.8% | 14.8% | 20.8% | 5.8% | 4.1% | 1% | 1% | 0.55% |
| Dec 2025 | 28.7% | 19.2% | 17.1% | 19.2% | 7.9% | 4.7% | 1.4% | 1.1% | 0.62% |
| Jan 2026 | 31.5% | 21.1% | 15.6% | 17.2% | 7.3% | 4.2% | 1.2% | 1.5% | 0.55% |
| Feb 2026 | 38.1% | 20.8% | 15.4% | 13.9% | 5.9% | 3.3% | 1% | 1% | 0.54% |
| Mar 2026 | 38.1% | 20.8% | 15.7% | 13.9% | 5.7% | 3.3% | 1% | 1% | 0.44% |
| Apr 2026 | 37% | 20.3% | 18.3% | 13.5% | 5.6% | 3.3% | 0.98% | 0.8% | 0.35% |
| May 2026 | 42.4% | 15.5% | 17.1% | 12.6% | 7.7% | 2.3% | 1.1% | 0.91% | 0.33% |
| Jun 2026 | 42.4% | 15.5% | 17.8% | 12.6% | 6.5% | 2.3% | 1.1% | 1.4% | 0.33% |
| Jul 2026 | 41.1% | 18.4% | 17.2% | 12.2% | 6.3% | 2.3% | 1.1% | 1.1% | 0.32% |
| Aug 2026 | 40.2% | 17.9% | 16.3% | 14.7% | 6.1% | 2.4% | 1.3% | 0.87% | 0.31% |
| Sep 2026 | 38.5% | 21% | 18.4% | 9.4% | 7.3% | 2.8% | 1.5% | 0.83% | 0.36% |
How has the Loving Tan and Tan-Luxe comparison changed over the last 12 months?
3 findings
- Loving Tan was ahead of Tan-Luxe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Loving Tan’s share of searches among self-tan brands in Australia moved from 26.9% to 38.5%, and its estimated monthly branded searches moved from 14.8K to 22.2K.
- Across the 12 months ending September 2026, Tan-Luxe’s share of searches among self-tan brands in Australia moved from 1.3% to 0.83%, and its estimated monthly branded searches moved from 720 to 480.
How did search popularity change for Australia self-tan brands in September 2026?
2 changes
In September 2026, Loving Tan lost share of searches among self-tan brands in Australia, from 40.2% to 38.5%.
Tan-Luxe’s share of searches among self-tan brands in Australia has lost ground for 3 months in a row, from 1.4% to 0.83% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Loving Tan’s and Tan-Luxe’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Loving Tan
1 branded search term
- loving tan
Tan-Luxe
1 branded search term
- tan luxe
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