One Bottle of Loving Tan’s 10 Minute Tan Has Been Sold Every Minute

By the time you've finished reading this article, chances are another bottle of Loving Tan's 10 Minute Tan will have been sold.

Since launching in February 2026, the viral self-tanner has sold more than 107,000 bottles—that's roughly one bottle every single minute.

It's the kind of demand most beauty brands only dream about.

The rapid-fire sales have already caused the product to sell out twice, with shoppers snapping it up as soon as it returns to shelves. Following its latest restock, demand shows no signs of slowing down.

The Numbers Behind the Viral Success

The excitement surrounding 10 Minute Tan isn't just social media hype—it's backed by impressive sales performance.

Between January and April 2026, Loving Tan's 10 Minute Tan was ranked the #1 beauty product on ShopMy, according to affiliate performance data compiled in partnership with ShopMy and analysed by beauty industry expert Sarah Shapiro.

During that period, it outperformed beauty giants including Rhode, K18, and other category-leading favourites, cementing its status as one of the year's biggest breakout beauty products.

Why Everyone Wants It

In a crowded self-tan market, 10 Minute Tan has become a standout for one reason: It makes achieving a flawless glow faster than ever.

Its innovative 10-minute development time, natural-looking colour and easy application have made it a favourite among beauty creators and consumers alike, helping fuel explosive word-of-mouth across social media.

With more than 107,000 bottles sold, repeated sell-outs, and one bottle continuing to leave the shelves every minute on average, it's clear this isn't just another viral beauty launch—it's become one of 2026's defining beauty success stories.

How to Use:

• For best results, apply to clean, dry and exfoliated skin.

• Apply moisturiser liberally to any dry areas, including your hands, wrists, elbows, feet, ankles and knees.

• Using your Applicator Mitt and working in sections, apply the mask to your body, blending as you go. Like you would with a hair mask, a generous and even application is required to ensure a rich colour and the skin-loving benefits.

• Wait 10 minutes or leave on longer for a darker result, and then lightly rinse off the colour guide with just water, pat skin dry.

• You’ll see results in 6-8 hours, but your final tan will continue to develop into a deeper, natural colour for up to 24 hours.

Pro tip: Avoid using moisturizer or body oils during this 24-hour period to allow your tan to fully develop.