Luna Bronze is entering U.S. retail with a nationwide launch at Ulta Beauty, marking the Australian sunless tanning brand’s first major bricks and mortar partnership in the market. The brand is known for its “skin-first approach to self tanning and commitment to safer alternatives to UV exposure” and describes the Ulta deal as “a significant step in the brand’s global expansion” aimed at making “modern, skin-loving self-tanning more accessible at scale.”
From Skin Cancer Scare to Skin First Tanning
Founded by Rhiannon Hall and Maddy Balderson, Luna Bronze was created after Balderson’s experience with skin cancer, with the aim of offering a sunless tanning alternative that delivers a bronzed glow without risking skin health.
The Australian brand positions itself around skin health and sun safety, focusing on skin first self tanning and bronzing products formulated to give natural looking results, and actively promotes safer options to sun tanning through modern, accessible sunless solutions for glow seekers worldwide.
Cofounder Maddy Balderson said, “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 energizing. We’re proud to be supporting a broader shift toward skin-first, sunless tanning in the U.S. market.”
Cofounder Rhiannon Hall said, “Ulta Beauty has long been a leader in championing brands that push the beauty industry forward. Launching with them is a moment we’ve worked toward since day one. Our goal has always been to elevate self-tanning with clean, considered formulas that prioritize skin feel and a natural-looking finish. This partnership allows us to introduce that approach to a wider U.S. audience through a trusted retail partner.”
Why Ulta Beauty Backed Luna Bronze
The debut at Ulta Beauty is Luna Bronze’s first major U.S. retail partnership and is framed as a significant step toward bringing modern, skin loving self tanning to more consumers. Ulta Beauty is positioning the brand within its growing sun care and self tan category, where guests are increasingly looking for products that support both beauty and self care.
What’s Launching at Ulta Beauty
As part of the rollout, Ulta Beauty will feature a curated edit of Luna Bronze’s 15 bestselling and hero formulas. The assortment spans face and body formats, including lotions, mousses, waters, and creams designed to slot into everyday routines.
Confirmed hero SKUs in the Ulta Beauty launch include:
- Self Tanning Milk (New)
- Glow Tanning Moisturizer in Light and Medium (New)
- Self Tanning Jelly (Viral)
- Instant Bronzing Cream
- Total Eclipse Self Tanning Mousse
- Illume Tanning Water
Across the collection, Luna Bronze is known for its signature scent, skincare forward formulas, and a natural looking finish that mimics a healthy glow without UV exposure. Celebrity fans like Hilary Duff, Kelsea Ballerini, Jillian Harris, and Sarah Nicole Landry have gravitated toward the brand’s skin-first approach.
