Palmer's vs Tan-Luxe:Which is more popular?
In September 2026, Tan-Luxe had more branded searches than Palmer's among gradual tan brands worldwide. Tan-Luxe had about 4,400 branded searches, while Palmer's had 2,900. Tan-Luxe made up 1.2% of all gradual tan brand searches we track, and Palmer's accounted for 0.78%. When we asked ChatGPT and Google AI Overviews about gradual tan brands, Tan-Luxe appeared in two of the five answers and Palmer's in none.
Who do people search for more?
Tan-Luxe, about 52% more searches than Palmer's
Who does AI mention more?
Tan-Luxe, mentioned in 2 of 5 answers, Palmer's in 0
Who does AI recommend more?
Tan-Luxe, the only one of the two named
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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. Palmer's 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.
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.
Is Palmer's or Tan-Luxe more popular in search?
This chart shows how often people search Google for Palmer's and Tan-Luxe by name. Each line represents a brand's share of searches for all eight gradual tan brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Tan-Luxe, Palmer's. 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% |
How has the Palmer's and Tan-Luxe comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Tan-Luxe took it in November 2025, Palmer's took it in May 2026, Tan-Luxe took it in June 2026.
- Across the 12 months ending September 2026, Palmer's’ share of searches among gradual tan brands worldwide moved from 1% to 0.78%, and its estimated monthly branded searches held steady at 2.9K.
- Across the 12 months ending September 2026, Tan-Luxe’s share of searches among gradual tan brands worldwide moved from 0.83% to 1.2%, and its estimated monthly branded searches moved from 2.4K to 4.4K.
How did search popularity change for gradual tan brands worldwide in September 2026?
2 changes
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.
Estimated monthly branded searches for Tan-Luxe worldwide rose 83.3% over 12 measured months, from 2.4K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Palmer'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 gradual tan brands
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