For decades, tanning businesses have sold tanning, skincare and suncare products as a companion to their core services. But today, as more salons evolve into wellness destinations, these retail offerings should become a more defined element of your brand.

Skincare is self-care. It’s wellness. And in the minds of many consumers, investing in your skin is part of a healthy lifestyle focused on looking and feeling good—both now and in the future. Consumer spending on skincare is increasing, and purchasing trends suggest that’s only going to continue. In fact, the recent Future of Wellness survey from McKinsey & Company shows us that Gen Zers and millennials not only spend more on wellness in general but also prioritize skincare and aging prevention significantly more than older generations.

As a salon that’s embracing a more holistic wellness-focused approach, why wouldn’t you reframe your retail strategy to make skincare a central part of your brand identity alongside tanning, red light, and other service options?

“Wellness isn’t just about looking good, but about feeling good. Skincare and suncare work together to protect and nourish the largest organ on our body, which is our skin,” says Devoted Creations International Sales Trainer Makayla Thomas. “Together, skincare and suncare work to create a new, modernized self-care regime. At Devoted Creations, we formulate products that are not only for tanning but are for your wellness equipment that is packed with high-end skincare.”

Becoming a wellness business isn’t just about offering more services but aligning with what today’s consumers value most: personalized care, inner balance, and lasting confidence. In this environment, salons have a unique opportunity to meet deeper emotional and physical needs through thoughtful services, education, and product recommendations. Our industry is perfectly positioned to support this modern self-care mindset.

“Wellness is great because it truly is about personalization: doing what you can do as an individual to feel whole and at peace within, and that is often reflected externally. Our industry fits perfectly into this growing and evolving lifestyle because at the center of our industry is the ideal that everyone wants to feel good about themselves,” says New Sunshine Account Executive Katelyn Goeke.

Skincare has always been central to the tanning experience, and salons have long offered a variety of products for at-home use, but now a wellness-focused business is even better positioned to become a skincare retail provider that satisfies all of its customers’ product needs in addition to service options that provide numerous cosmetic and wellness results.

“What’s truly impressive is how many salons have fully embraced this shift. They’re no longer just places for tanning; they’ve evolved into wellness destinations that guide and educate clients on proper skincare, becoming trusted leaders in beauty, confidence, and self-care. It’s inspiring to see how this transformation is empowering salon professionals to grow their business with purpose, while helping clients feel their best every step of the way,” says Sun Evolutions Director of Sales and Business Development Gina Jaeger-Morris.

“The wellness movement has truly transformed the way salons do business. Retail is no longer just an add-on; it’s a core part of the client experience. Clients come not only for color, but for healthy glowing skin, expert guidance, and products they can truly trust.”

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