An increasing number of young men between the ages of 16 and 24 are using fake tan, according to new findings by global market research company Mintel.

While women are stereotypically the ones known for heading to beauty salons to achieve that all-year-round bronzed look, the statistics show that more than a quarter of men in this age bracket (27%) have used self-tanning products in the past year. This is only 2% less than women of the same age.

Males aged 16 to 24 are also more likely than women to get spray tans, with an estimated 20% opting for this treatment compared to a national average of just 9%.

What does this trend mean for SMEs in the beauty sector?

The self-tan market in the UK is currently worth £60million. Roshida Kahnom, Senior Personal Care Analyst at Mintel, attributes this upward trend in self-tanning treatments to celebrities from The Only Way is Essex (TOWIE) such as Mark Wright and Joey Essex that are famous for their sun-kissed, preened-to-perfection image.

She said: “Self-tanning remains fashionable for young people. High usage of self-tanning products amongst young men suggests that they may be aspiring to recreate looks inspired by celebrities.

With summer becoming a distant memory, and as the nation gears up for a wet winter, our research suggests that young men are looking to extend the summer look with a year round tan.

While older people generally avoid fake tan treatments, Roshida hinted that this market could soon be opening up.

She explained: “With self-tanning products traditionally associated with unnatural results, older people may be less willing to try it. Additionally, self-tanning products can be tricky to apply, which may make it difficult for older people who tend to have looser and less hydrated skin.

Product innovations in self-tanning for older people, designed for looser skin, could make it more appealing to older people.

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