Luna Bronze Makes Its US Retail Debut

Luna Bronze, the Australian beauty brand loved for its skin-first self-tanning formulas, has officially entered US retail. From today, the brand will be available nationwide at Ulta Beauty stores and online.

While a growing roster of celebrity fans — including Hilary Duff, Kelsea Ballerini, Jillian Harris, and Sarah Nicole Landry — has driven awareness, it’s the brand’s origin story that has resonated most deeply with customers. Founded by friends Rhiannon Hall and Maddy Balderson, Luna Bronze was born from a health wake-up call following Balderson’s own experience with skin cancer. Its mission? To leave behind damaging tanning habits and embrace a skin-first approach that positions self-tanning alongside premium skincare.

The partnership with Ulta represents a full-circle moment for the founders, who have spent years advocating for sun safety without sacrificing that post-vacation aesthetic.

“Partnering with Ulta Beauty is an incredibly meaningful milestone for us,” says Balderson. “Luna Bronze began as a response to my own experience with skin cancer and the need for a safer, more confidence-boosting way to glow. To now bring that mission to Ulta Beauty’s nationwide community — a retailer so many people trust with their daily beauty rituals — is both humbling and energizing.”

Rhiannon Hall echoed the sentiment, noting that the move into the American beauty giant was always the dream. “Launching with them is a moment we’ve worked toward since day one,” she says. “Our goal has always been to elevate self-tanning with clean, considered formulas that prioritize skin feel and a natural-looking finish. This partnership allows us to introduce that approach to a wider U.S. audience through a trusted retail partner.”

Ulta customers can expect a curated edit of 15 bestselling and hero formulas, each infused with the brand’s signature scent (goodbye, biscuity tanning smell) and skincare-forward ingredients. Highlights include the viral Self Tanning Jelly, which delivers a dewy, glazed, fast-acting bronze, alongside the Illume Tanning Water — a hydrating, easy-to-use self-tanning face mist. The brand’s new Self Tanning Milk and Glow Tanning Moisturiser also feature in the edit.

“The sun care and self-tan category continues to grow as our guests become more engaged with products that support both beauty and self-care,” says Lisa Tamburello, Vice President of Merchandising at Ulta Beauty. “Self-tanning has evolved into an important ritual for many guests; one that’s about confidence, wellness, and feeling your best year-round. As global beauty continues to rise, our guests are also seeking brands from around the world that bring fresh perspective and proven expertise. Luna Bronze exemplifies this with its Australian heritage and elevated approach to sunless tanning, and we’re excited to welcome the brand to Ulta Beauty.”

The full Luna Bronze range is available online at lunabronzetanning.com, with prices ranging from $12 to $60 (£10 to £50) and shipping to both the US and UK.