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 the United Kingdom. St.Tropez had about 18,100 branded searches, while Tan-Luxe had 4,400. St.Tropez made up 32.1% of all self-tan brand searches we track, and Tan-Luxe accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about self-tan brands, St.Tropez appeared in three of the five answers and Tan-Luxe in two. St.Tropez was mentioned before Tan-Luxe in three out of four answers.
Who do people search for more?
St.Tropez, about 4 searches for every 1 for Tan-Luxe
Who does AI mention more?
St.Tropez, mentioned in 3 of 5 answers, Tan-Luxe in 2
Who does AI recommend more?
St.Tropez, named ahead of Tan-Luxe in 3 of 4 answers
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Top self-tan brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. 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. St.Tropez was listed before Tan-Luxe in three out of four 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.
- St.Tropez3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bondi Sands3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Tan-Luxe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Isle of Paradise1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bellamianta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Loving Tan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tanologist0 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 the UK?”
Asked ChatGPT
“Which self tan looks the most natural?”
Asked ChatGPT
“What's the best gradual tan for pale skin?”
Searched Google, AI Overview
“self tan”
Searched Google, AI Overview
“best self tan”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 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 seven self-tan brands we track, month by month, from searches in United Kingdom.
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 | St.Tropez | Bellamianta | Bondi Sands | Loving Tan | Tan-Luxe | Tanologist | Isle of Paradise |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.3% | 15.5% | 23.1% | 12.6% | 10.3% | 5.5% | 4.6% |
| Nov 2025 | 20.5% | 25.1% | 20.5% | 13.7% | 11.2% | 4.9% | 4.1% |
| Dec 2025 | 25.4% | 17% | 25.4% | 13.9% | 9.3% | 5% | 4.1% |
| Jan 2026 | 39.4% | 9.6% | 17.6% | 14.4% | 9.6% | 5.2% | 4.3% |
| Feb 2026 | 30.3% | 11% | 20.2% | 16.6% | 11% | 5.9% | 4.9% |
| Mar 2026 | 30.7% | 13.7% | 20.5% | 13.7% | 11.2% | 6.1% | 4% |
| Apr 2026 | 30.9% | 9.2% | 25.3% | 13.8% | 11.3% | 6.2% | 3.3% |
| May 2026 | 28.2% | 8.4% | 28.2% | 15.4% | 10.3% | 5.6% | 3.8% |
| Jun 2026 | 39.1% | 9.6% | 21.4% | 11.7% | 9.6% | 5.2% | 3.4% |
| Jul 2026 | 38.4% | 14% | 21% | 11.5% | 7.6% | 4.2% | 3.4% |
| Aug 2026 | 41.1% | 10% | 18.4% | 15% | 8.2% | 4.4% | 2.9% |
| Sep 2026 | 32.1% | 21.5% | 17.6% | 14.4% | 7.8% | 4.3% | 2.3% |
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 the United Kingdom moved from 28.3% to 32.1%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
- Across the 12 months ending September 2026, Tan-Luxe’s share of searches among self-tan brands in the United Kingdom moved from 10.3% to 7.8%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for United Kingdom self-tan brands in September 2026?
2 changes
In September 2026, St.Tropez lost share of searches among self-tan brands in the United Kingdom, from 41.1% to 32.1%.
Estimated monthly branded searches for Tan-Luxe in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using 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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