What is it and what's the USP? It's the world’s first Ecocert-certified organic, natural, self-tan brand. (It also claims to have 'no fake tan smell' though seeing as how the second ingredient on the ingredients list is dihydroxyacetone (DHA) the tanning agent that creates the distinctive self-tan smell when it reacts with the amino acids in the skin, that seems unlikely. But then I haven't tried it so can't really say.) The range contains three key tanning products; a self-tanning lotion, self-tanning oil and an argan oil. There is also a tanning mitt, a Tan Erase exfoliating glove and an organic bronzer for the face. Each of the products contains all natural ingredients, and the colour in the tan comes from organic food based ingredients including beetroot, honey and caramel. It’s also aloe vera based (many self-tans are water based), so is nourishing to skin.
Noelle O’Connor, the founder of the brand, appeared on Dragons Den in Ireland in 2010 and successfully achieved a £50,000 investment for the brand. It has been really popular in Ireland ever since with sales surpassing £1 million in the first few months.
Hero product? The Self-Tanning Oil (£24.99, feelunique.com), which was a world first (and still the only organic self-tanning oil available). It provides a natural looking gradual tan and can be applied just like a body oil (massaged into exfoliated skin). All you need to do is wipe the palms of your hands afterwards with a baby wipe.
How new is it? It has just launched in the UK.