Although he’s known as a prominent figure among indoor tanning manufacturers, Lewis Henry came to the industry straight out of college, primed with an entrepreneurial vision. Twelve years later, he’s knee deep and loving it – collaborating with tanners, salon owners, distributors and even a certain reality TV star! In a Smart Tan exclusive interview, Lewis discusses interconnectivity and success in a manner that makes us hopeful for the coming year.

Q: What was your initial vision for Devoted Creations?

A: We started Devoted Creations under the premise of a high-end lotion company with extremely progressive ingredients. It was about more than just tanning: We are huge on skincare.

Q: Has that remained the case after 12 years?

A: It hasn’t changed at all. From day one we were always focused on listening to our customers. We pride ourselves on having aloe vera-based products. When people pick up a bottle of lotion to look at the ingredients, the first ingredient is one of the best moisturizers you can have.

We take what customers are looking for and integrate it with our own principles of high-end skincare to provide the best tan and innovations in packaging, ingredients and marketing. That is what has helped out brand grow so quickly – we are in well over 30 countries.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.