Brandwave

Loving Tan vs St.Tropez:Which is more popular?

In September 2026, Loving Tan had more branded searches than St.Tropez among self-tan brands in New Zealand. Loving Tan had about 1,480 branded searches, while St.Tropez had 1,070. Loving Tan made up 13.7% of all self-tan brand searches we track, and St.Tropez accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about self-tan brands, Loving Tan appeared in four of the five answers and St.Tropez in three. Loving Tan was mentioned before St.Tropez in three out of four answers that named either.

Among self-tan brands in New Zealand in September 2026

Who do people search for more?

Loving Tan, about 38% more searches than St.Tropez

Loving Tan 1.5K searchesSt.Tropez 1.1K searches

Who does AI mention more?

Loving Tan, mentioned in 4 of 5 answers, St.Tropez in 3

Loving Tan in 4 of 5St.Tropez in 3 of 5

Who does AI recommend more?

Loving Tan, named ahead of St.Tropez in 3 of 4 answers

Loving Tan first in 3St.Tropez first in 1

Follow Loving Tan vs St.Tropez and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. St.Tropez was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Loving Tan was listed before St.Tropez in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bondi Sands1st
  2. Loving Tan2nd
  3. St.Tropez3rd
  4. Eco By Sonya4th
  5. Bali Body5th
  6. Coco & Eve6th
  7. Tanologist6th
  8. Eco Tan–
  9. Isle of Paradise–
  10. Tan-Luxe–

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
  • St.Tropez3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Eco By Sonya2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bali Body1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coco & Eve1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tanologist1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Eco Tan0 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
  • Tan-Luxe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about self-tan brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Loving Tan or St.Tropez more popular in search?

This chart shows how often people search Google for Loving Tan and St.Tropez by name. Each line represents a brand's share of searches for all ten self-tan brands we track, month by month, from searches in New Zealand.

Loving Tan and St.Tropez among self-tan brands in New Zealand, by month

Share of searches by month for Loving Tan, St.Tropez. The figures are in the table below the chart.

View monthly share of searches table
MonthBondi SandsLoving TanBali BodySt.TropezEco By SonyaEco TanIsle of ParadiseCoco & EveTan-LuxeTanologist
Oct 202541.7%8.9%12.1%8.3%7.8%14.6%2.8%2.8%0.53%0.45%
Nov 202542.7%8.7%11.5%6.4%10.1%15.2%2%2.4%0.62%0.39%
Dec 202543.3%8.8%11%9.7%9.2%12.4%2.7%2.1%0.55%0.37%
Jan 202637.3%9.9%12.9%11.4%10.6%10.9%2.6%2.8%1.2%0.48%
Feb 202637.6%20.2%9.4%9.2%8.5%8.8%2.7%2.6%0.58%0.43%
Mar 202637.1%14.7%12%9.6%10.8%9%2.4%3.3%0.6%0.3%
Apr 202636.5%20.5%9.5%9.6%10.5%7.2%2.5%2.5%0.58%0.58%
May 202637%16%10.1%11.1%12.5%7.1%2.4%2.4%0.85%0.57%
Jun 202634.9%14.8%11.3%13.7%11.4%7.9%1.2%3.4%0.78%0.65%
Jul 202636.5%13.9%9.9%14.1%12.7%7.9%1.5%2.5%0.51%0.51%
Aug 202634.5%11.9%11%9.8%19.6%9.4%1%1.9%0.41%0.52%
Sep 202638.8%13.7%12.2%9.9%9.3%7.1%5.8%2.2%0.56%0.28%

How has the Loving Tan and St.Tropez comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: St.Tropez took it in December 2025, Loving Tan took it in February 2026, St.Tropez took it in July 2026, Loving Tan took it in August 2026.
  • Across the 12 months ending September 2026, Loving Tan’s share of searches among self-tan brands in New Zealand moved from 8.9% to 13.7%, and its estimated monthly branded searches moved from 1K to 1.5K.
  • Across the 12 months ending September 2026, St.Tropez’s share of searches among self-tan brands in New Zealand moved from 8.3% to 9.9%, and its estimated monthly branded searches moved from 930 to 1.1K.

How did search popularity change for New Zealand self-tan brands in September 2026?

2 changes

  1. In September 2026, Loving Tan overtook Eco By Sonya to rank 2nd among self-tan brands in New Zealand, with 13.7% of the searches.

  2. In September 2026, St.Tropez rose from 5th to 4th among self-tan brands in New Zealand.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Loving Tan’s and St.Tropez’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

9 branded search terms

  • Loving Tan
  • loving tan at sephora
  • loving tan dark
  • loving tan deluxe
  • loving tan express
  • loving tan express tan
  • loving tan mousse
  • loving tan platinum
  • loving tan sephora

St.Tropez

7 branded search terms

  • saint tropez tan
  • st tropez
  • st tropez express
  • st tropez purity
  • st tropez tan
  • st tropez tanning
  • st. tropez tan

How the Brand Demand Index is measured

Other head-to-heads among self-tan brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free