How popular isTan-Luxe?
In September 2026, people searched for Tan-Luxe by name about 4,400 times worldwide, an 83.3% increase from the previous year. These searches made up 1.2% of all global gradual tan brand searches, placing Tan-Luxe seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about gradual tan brands, Tan-Luxe appeared in two of the five answers and was the third most recommended of the eight.
Tan-Luxe is the seventh most searched of 8 competitors and the third most recommended in AI answers.
St.TropezShare of searches 54.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
JergensShare of searches 28.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
TanologistShare of searches 6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Bondi SandsShare of searches 4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st- Tan-LuxeShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top gradual tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tan-Luxe was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tan-Luxe is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bondi Sands1st
- Jergens2nd
- Tan-Luxe3rd
- St.Tropez4th
- Tanologist5th
Dove6th
Bali Body7th
Palmer's–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jergens5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bondi Sands5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tanologist3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- St.Tropez2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tan-Luxe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bali Body1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Palmer's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about gradual tan brands
5 answers
Asked ChatGPT
“Which gradual tan brand should I buy?”
Asked ChatGPT
“What are the best gradual tan brands?”
Asked ChatGPT
“What's the best gradual tan brand for slow build colour?”
Searched Google, AI Overview
“best gradual tan”
Searched Google, AI Overview
“gradual tan lotion”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which gradual tan brands compete with Tan-Luxe?
Share of searches by month for St.Tropez, Jergens, Tanologist, Bondi Sands, Dove, Bali Body, Tan-Luxe. The figures are in the table below the chart.
View monthly share of searches table
| Month | St.Tropez | Jergens | Tanologist | Bondi Sands | Dove | Bali Body | Tan-Luxe | Palmer's |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.8% | 33.5% | 7.7% | 4.2% | 4.2% | 1.9% | 0.83% | 1% |
| Nov 2025 | 42.3% | 38.4% | 8.5% | 3.8% | 3.8% | 1.7% | 0.92% | 0.61% |
| Dec 2025 | 51.3% | 30.5% | 8.4% | 3.1% | 3.8% | 1.7% | 0.75% | 0.5% |
| Jan 2026 | 55.6% | 26.7% | 7.5% | 2.7% | 4.1% | 2.2% | 0.66% | 0.44% |
| Feb 2026 | 46.8% | 30% | 9.4% | 2.8% | 7.7% | 1.9% | 0.83% | 0.56% |
| Mar 2026 | 48.1% | 27.8% | 11.8% | 3.5% | 5.3% | 1.3% | 1.3% | 0.85% |
| Apr 2026 | 52.3% | 22.5% | 12.9% | 3.9% | 4.7% | 1.1% | 1.4% | 1.1% |
| May 2026 | 53.6% | 18.8% | 10.8% | 3.9% | 5.9% | 1.2% | 1.8% | 3.9% |
| Jun 2026 | 63.6% | 16.7% | 7% | 3.8% | 4.7% | 1.1% | 1.7% | 1.4% |
| Jul 2026 | 68.6% | 16.3% | 5% | 3.4% | 3.4% | 1% | 1.5% | 0.82% |
| Aug 2026 | 66% | 19.2% | 4.9% | 3.2% | 3.2% | 1.4% | 1.2% | 0.79% |
| Sep 2026 | 54.2% | 28.5% | 6% | 4% | 3.3% | 2.2% | 1.2% | 0.78% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.2% | 201K | -33.2% | -11.8 points | |
| 2, held 2nd | 28.5% | 106K | +20.5% | +9.2 points | |
| 3, held 3rd | 6% | 22.2K | 0% | +1.1 points | |
| 4, held 4th | 4% | 14.8K | 0% | +0.7 points | |
| 5, held 5th | 3.3% | 12.1K | -18.2% | 0 points | |
| 6, held 6th | 2.2% | 8.1K | +22.7% | +0.7 points | |
| 7, held 7th | 1.2% | 4.4K | -18.5% | 0 points | |
| 8, held 8th | 0.78% | 2.9K | -19.4% | 0 points |
54.2%
Held 1st. 201K estimated branded searches, -33.2% vs prior month. Share -11.8 points.
2.
Jergens28.5%
Held 2nd. 106K estimated branded searches, +20.5% vs prior month. Share +9.2 points.
6%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +1.1 points.
4%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.
Dove3.3%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share 0 points.
2.2%
Held 6th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.7 points.
7.
Tan-Luxe1.2%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.
8.
Palmer's0.78%
Held 8th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.
Compare popularity between Tan-Luxe and its closest rivals
Every comparison with Tan-Luxe
7 comparisons
How has branded search demand for Tan-Luxe changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tan-Luxe worldwide rose from 2.4K to 4.4K.
- Across the 12 months ending September 2026, Tan-Luxe’s share of searches among gradual tan brands worldwide peaked at 1.8% in May 2026 and was lowest at 0.66% in January 2026.
- Across the 12 months ending September 2026, Tan-Luxe rose from 8th to 7th among gradual tan brands worldwide.
How did search popularity change for gradual tan brands worldwide in September 2026?
6 changes
In September 2026, Jergens gained share of searches among gradual tan brands worldwide, from 19.2% to 28.5%.
In September 2026, Tanologist gained share of searches among gradual tan brands worldwide, from 4.9% to 6%.
In September 2026, Bondi Sands gained share of searches among gradual tan brands worldwide, from 3.2% to 4%.
In September 2026, Bali Body gained share of searches among gradual tan brands worldwide, from 1.4% to 2.2%.
In September 2026, St.Tropez lost share of searches among gradual tan brands worldwide, from 66% to 54.2%.
Palmer's’ share of searches among gradual tan brands worldwide has lost ground for 3 months in a row, from 1.4% to 0.78% in September 2026.
How are Tan-Luxe’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Tan-Luxe’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- tan luxe the gradual
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