Yes, Black People Use Self-Tanner, Too
If you want that deep, tanned glow and even skin color all over, a self-tanner could be your best friend, especially for people with melanin-rich skin
By Jennifer Ford
Using a self-tanner sounds self-explanatory. You get bronzy, sun-kissed skin without sun damage. For most people, it’s a glow-up in a bottle. But for many Black and brown people? It’s not so straightforward.
For years, as a Black woman, I saw self-tanners as something made for them, not us, especially since some brown skin shades already have the kind of warm undertones and richness that tanning products try to imitate. Plus, the marketing never included anyone who looked like me. And when I did see women using it, the results were patchy or orange.
Still, more of us are experimenting with self-tanners and discovering benefits beyond just a deeper shade. According to new Mintel research, nearly a fourth (22 percent) of Black consumers now use self-tanning products—a massive 175 percent jump from just 8 percent in 2022. The shift is being driven by younger generations, with 31 percent of Black Gen Zers and 28 percent of Black millennials using aself-tanner.
According to Corey L. Hartman, board-certified dermatologist and founder of Skin Wellness Dermatology in Birmingham, Ala., a self-tanner can do more than people think. “Even those with the deepest tones might find self-tanner offers real benefits,” he says. “It can add glow, even out tone, and correct undertones in a natural way.”
What Is a Self-Tanner, Anyway?
Think of a self-tanner as a temporary tint. It’s not a dye, and it doesn’t stain your skin like some makeup formulations—it just reacts on the surface. The active ingredient in most self-tanners is DHA (dihydroxyacetone), which the U.S. Food and Drug Administration (FDA) classifies as a color additive approved for use in externally applied cosmetics like sunless tanning products.
“When applied, DHA reacts with amino acids in the top layers of the skin,” says Hartman, “producing melanoidins—brown pigments that give the skin a temporary deeper tone.” The color tends to develop over a few hours and lasts for several days before fading. The science checks out for Black women, too.
Why More Black People Are Trying Self-Tanners
For beauty influencer Taylor Caldwell, a Black self-tanning enthusiast who’s built a loyal following on social media by testing formulas on her skin, self-tanning helps her show up as her most radiant self, safer and faster. “I self-tan to even out my skin tone and get to my summer shade without having to [lie] out in the sun to do it,” she captioned a TikTok post where she casually demonstrates her go-to method. “[It’s] super easy and I think I look better with a richer, more even complexion.”
Taylor has tried what she calls “every dark tan possible,” and violet-based options like St. Tropez Ultraviolet tend to complement her undertones the best. She has also figured out how to apply it to her face with precision—using a dense brush the same way she would contour for a more sculpted, dimensional look without any makeup.
Hartman sees this kind of approach often in his practice. “Many patients, especially those who struggle with uneven skin tone due to discoloration or hyperpigmentation, will look to a self-tanner to help even tone,” he says. Instead of waiting weeks for vitamin C serums or risking flare-ups from UV exposure, a solid self-tanner can create a more uniform, radiant finish in a few hours.
Taylor agrees—and wishes more Black women understood that it’s not just about getting darker. “I struggle with hyperpigmentation and keratosis pilaris, so a self-tanner helps minimize the appearance of my skin concerns and makes me feel more confident.”
Let’s Talk Self-Tanner Myths
For a long time, self-tanners were treated like something exclusively for pale girls prepping for a beach trip. So it makes sense that one of the most persistent myths is that it doesn’t work on darker skin. But that’s not true. “Self-tanner only works on lighter skin tones is a myth,” says Hartman. “While the color change may be more subtle on darker skin, self-tanners can help even out tone, correct undertones, and add a glow to the skin.”
Another common myth? It’ll make you look orange. That concern isn’t unfounded—early formulas tended to skew too warm. But Hartman says newer options are formulated with olive, violet, and gold undertones that complement deeper complexions. “There are more modern formulas that…work well on darker skin,” he says. Just patch test first, so you’re not surprised by the result.
And no, self-tanners do not replace sunscreen. “This is not true—and a dangerous myth,” Hartman says. “Everyone should use sunscreen when being exposed to the sun—even people with darker skin.” The FDA also says that sunless tanners without SPF must include a warning label that they don’t protect against sunburn.
How to Apply a Self-Tanner
According to Hartman, getting a smooth, even finish is all about the prep. “Exfoliation is one of the most important prep steps for self-tanner,” he says. It gets rid of dead skin so you’re not layering product on top of rough patches, which is how you end up with darker knees and ashy elbows. “Pay close attention to areas that tend to be drier, like elbows, knees, and ankles.”
And if you’re planning to shave or wax? Do it before you tan. “Shaving or waxing immediately following self-tanner application will reduce the life of your self-tan,” Hartman says. Clean, smooth skin gives the product the best chance to develop evenly and last longer.
Once you’ve exfoliated and dried off completely, don’t forget to moisturize—especially those drier zones. “Adding extra moisture to dry areas like knees, elbows, and ankles…will help achieve a more even result,” he says.
One more tip? Be patient. The color develops over a few hours, so give it time before layering more or trying to fix things. A little prep goes a long way toward a natural, streak-free glow.
The Bottom Line
Many Black and brown people are curious about self-tanners, but cautious, and for good reason. For too long, we were left out of the conversation. But that’s finally starting to change. Whether it becomes a staple or just something you reach for occasionally, it’s worth knowing that self-tanners can work for us.
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