British men are showing the love for fake tan

British men's usage of fake tan is going from strength to strength. 

According to new research from Mintel, between 2015 and 2016 usage of self-tan among Britain's men rose from less than one in 10 (9%) in 2015 to as many as 14% of all Britain's males in 2016.

And it is young men who are the biggest fans of self-tan. Indeed, in 2016, almost three in 10 (27%) men aged 16-24 used self-tan, up from one in six (16%) in 2015. Tanning salons are also proving popular amongst younger men, with a bronze loving 25% of men aged 18-24 having used a tanning salon in 2016 compared with 21% of women of the same aged group.

However, it's not just self-tan which is proving popular among the nation's men. Usage of pre-tan accelerator, gradual tanner and oral tanning supplements has also risen and during 2016, one in 10 (10%) men visited a salon for a spray tan, up from 7% in 2015.

Roshida Khanom, Senior Beauty & Personal Care Analyst at Mintel said: “The increase in usage of self-tan is growing rapidly amongst the nation's men, driven by the popularity of self-tan among high profile celebrities including Mark Wright, Rylan Clark and even Ed Balls. Today's men are reflecting on their image and responsibilities and how to express their masculinity. With younger men focusing on their appearance more, the self-tanning sector could see a boost.”