53% of male consumers in the UK secretly use fake tan

Fake Bake study finds that men are increasingly tanning behind closed doors, with some using their partners' products rather than buying their own

According to Fake Bake, 53% of UK men hide the fact that they use fake tan.

Having questioned over 1,200 men, the professional tanning brand commissioned the survey to highlight that tanning is not only a female-focused part of a beauty regimen, although 69% admit to using their partner’s products to achieve the sun-kissed glow they desire.

Fake Bake’s Global Creative Consultant James Harknett reported that male tanning is at an all time high and continues to grow at a rapid rate. “I tan around 50 men per month and it's rising by approximately 10% each year,” he said.

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