St.Tropez vs Tan-Luxe:Which is more popular?
In September 2026, St.Tropez had more branded searches than Tan-Luxe among self-tan brands in Australia. St.Tropez had about 4,190 branded searches, while Tan-Luxe had 480. St.Tropez made up 7.3% 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, neither St.Tropez nor Tan-Luxe appeared in any of the five answers.
Who do people search for more?
St.Tropez, about 9 searches for every 1 for Tan-Luxe
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top self-tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither St.Tropez nor Tan-Luxe showed up 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 St.Tropez or Tan-Luxe more popular in search?
This chart shows how often people search Google for St.Tropez 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 St.Tropez, 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 St.Tropez and Tan-Luxe comparison changed over the last 12 months?
3 findings
- St.Tropez was ahead of Tan-Luxe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, St.Tropez’s share of searches among self-tan brands in Australia moved from 9.1% to 7.3%, and its estimated monthly branded searches moved from 5K to 4.2K.
- 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, St.Tropez gained share of searches among self-tan brands in Australia, from 6.1% to 7.3%.
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?
3 search terms
Brandwave collects information about searches that people make online using St.Tropez’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.
Other head-to-heads among self-tan brands
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