Where it all started

Fashion trends and Spray Tanning have a long history and legacy behind them. Coco Chanel was a great fashion phenomenon, and at the same time, the person who gave life to the new trend of Spray Tanning. Back in 1923 when Coco came back from a cruise in Cannes, with a deep brown tan, it became a new trend to symbolized health, wealth, and an exclusive lifestyle for decades to come.

Time went by and in the 50s came rise of the fashion trend for bikinis, that still remains widely popular today. This propelled the trend ‘All-Over-Tan’ and made it even more popular. Women all over the world began to bake in the sun for hours to attain this new fashionable color.

In 1957, the effect of sunless browning was detected in a children’s hospital through the use of dihydroxyacetone (DHA). DHA was first used as an active ingredient in the treatment of diabetics, some of which DHA tolerated a glucose.

This simple carbohydrate, extracted from plant sources such as sugar cane and sugar beet, was also used in oral procedures. This was where a doctor discovered, by accident, what effect DHA had on human skin. One day, one of the young patients dropped their DHA preparation and spilled it on their arm. Shortly after the doctor noticed the brown spots and began experimenting on her own body. She spread the mixture on her skin and discovered a browning effect. Similar to the effects of sunbathing. This was the first time that dihydroxyacetone (DHA) had been applied to the skin of a human, but surely not the last.

In the 1960s, the first sunless tanning products hit the market, but the so-called effect ‘Orange Spots’ caused by the initial round of mass distributed products had such a negative branding effect that people became scared to use it.

Everything has its beginning however, and like the rough edges of a diamond, we believe that process is a prerequisite perfection.

It wasn’t until the late 90’s that technology enabled doctors to to identify the real dangers of too much UV exposure, that the potential of refined DHA products was really explored.

This was a turning point for spray tanning and the 50 year old trend really started to pick up speed. 2018 is here, a little more than 50 years after the first tanning product was released we have managed to produce a natural product, that is as close to the definition of perfected tanning as we think you can come. Today, Spray Tanning is the most common way to ‘tan’ without damaging your skin with UV radiation, and we’re proud to be a provider of that.

Have a look at the timeline.

Before 1920

Full body tan was a sign of poverty. Pale, porcelain skin was desired by most and symbolized wealth.


Coco Chanel goes on the red carpet in Cannes, with an ‘All-Over-Tan’ that she accidentally caught while sailing through the French Riviera.

The day after Cannes, the desire for a tanned skin was enormous and widespread. Everyone wanted it and a new fashion trend was born.


Women start using teabags to achieve a brown skin tone.


A product is obtained by using DHA, which interacts with amino acids on the skin’s surface to produce a browning effect.


Solarium hits the marketplace – the first solution to achieve a glow without spending hours under the sun. However doctors was on it from the start, begining to report the negative consequences that are due to too much time in the sun.



Experts refine DHA products and find ways to reduce the orange dyeing effect. ‘Sunless tanning’ products start shooting different places around the globe, and everyone is searching for the perfect form.

Suddenly, the market was bombarded with many different products from various fashion phenomenons.


A couple travels to different destinations, in search of finding a product that is unique and stands out from other products both in price and quality. FIRST-TAN.DK finds this product at the end of 2016 and begins to research what we have in the market in the various nearby countries.