Loving Tan vs Tan-Luxe:Which is more popular?
In September 2026, Loving Tan had more branded searches than Tan-Luxe among self-tan brands in the United Kingdom. Loving Tan had about 8,100 branded searches, while Tan-Luxe had 4,400. Loving Tan made up 14.4% 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, Tan-Luxe appeared in two of the five answers and Loving Tan in none.
Who do people search for more?
Loving Tan, about 84% more searches than Tan-Luxe
Who does AI mention more?
Tan-Luxe, mentioned in 2 of 5 answers, Loving Tan in 0
Who does AI recommend more?
Tan-Luxe, the only one of the two named
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Top self-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. Loving Tan 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.
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 Loving Tan or Tan-Luxe more popular in search?
This chart shows how often people search Google for Loving Tan 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 Loving Tan, 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 Loving Tan and Tan-Luxe comparison changed over the last 12 months?
3 findings
- Loving Tan was ahead of Tan-Luxe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Loving Tan’s share of searches among self-tan brands in the United Kingdom moved from 12.6% to 14.4%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
- 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?
3 changes
In September 2026, Bellamianta overtook Bondi Sands and Loving Tan to rank 2nd among self-tan brands in the United Kingdom, with 21.5% of the searches.
In September 2026, Loving Tan lost share of searches among self-tan brands in the United Kingdom, from 15% to 14.4%.
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 Loving Tan’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.
Loving Tan
1 branded search term
- loving tan
Tan-Luxe
1 branded search term
- tan luxe
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