This move also reflects the brand’s continued focus on making self-tanning more accessible at scale while supporting safer tanning habits and delivering products that fit seamlessly into everyday routines.
Luna Bronze’s line-up comprises a range of self-tanning and bronzing products designed to deliver sensorial ease of use and natural-looking results through nourishing, “skin-loving” formulas.
“Partnering with Ulta Beauty is an incredibly meaningful milestone for us. Luna Bronze began as a response to my own experience with skin cancer and the need for a safer, more confidence‑boosting way to glow.
“To now bring that mission to Ulta Beauty’s nationwide community — a retailer so many people trust with their daily beauty rituals — is both humbling and energising. We’re proud to be supporting a broader shift toward skin-first, sunless tanning in the US market,” said Maddy Balderson, co‑founder of Luna Bronze.
On the same note, co-founder Rhiannon Hall added that launching with Ulta Beauty is a moment they have worked towards since the beginning.
“Ulta Beauty has long been a leader in championing brands that push the beauty industry forward. Our goal has always been to elevate self-tanning with clean, considered formulas that prioritise skin feel and a natural-looking finish. This partnership allows us to introduce that approach to a wider US audience through a trusted retail partner,” she explained.
Self-tanning evolving into a part of wellness
Popular for its signature scent, skin care‑forward formulas, and a finish that mimics a natural healthy glow without UV exposure, Luna Bronze boasts celebrity users such as Hilary Duff, Kelsea Ballerini, Jillian Harris, and Sarah Nicole Landry.
As part of the launch, Ulta Beauty will feature 15 of the brand’s bestselling and hero products, including Self Tanning Jelly, Instant Bronzing Cream, Total Eclipse Self Tanning Mousse, Illume Tanning Water and Glow Tanning Moisturizer, as well as new products like Self Tanning Milk.
“The sun care and self-tan category continues to grow as our customers become more engaged with products that support both beauty and self-care. Self-tanning has evolved into an important ritual — one that’s about confidence, wellness, and feeling your best year-round — for many people.
“As global beauty continues to rise, our customers are also seeking brands from around the world that bring fresh perspective and proven expertise. Luna Bronze exemplifies this with its Australian heritage and elevated approach to sunless tanning,” said Lisa Tamburello, vice president of merchandising at Ulta Beauty.
