Rise of the man tan

by Annie Leisma

Traditionally, a fake tan together with other salon treatments have been

reserved for ladies and the occasional TV celebrities, like Dale Winton. However, in the last few years society seems to have redefined the limits of traditional masculinity and the press is loving the metrosexual man.

Before, men were only allowed to look tanned if they worked outdoors, but the image is changing. Men are now not only allowed but even encouraged to look after their bodies: to groom their hair, clean their pores… and tan.

There are tanning salons offering sun beds and spray-on tans on almost every high street and near the busiest rail stations. You can drop-by without an appointment and the whole process will only last a few minutes.

This appeals even to the most masculine of men - the time not spent tanning in the park can be spent watching football or drinking in the pub.

'More men than before'

Nicole, 28, works as a receptionist in the busy spray tan and sun bed salon, the Tanning Shop,at Liverpool Street station.

“We are very popular with both girls and guys. There are definitely more straight men coming in for sessions than before.

“I know the image of a spray-on tan may sound slightly ‘gay’ but I would say about 60 per cent of the guys coming here are straight.”

Spring always sees an increase in men coming in tanning shops looking for a tan before going on holidays.

According to Nicole, even though not all men are comfortable with a fake tan, many still see it as a better option than being the palest Englishman on the beach.

At the time of our visit to the salon, all the customers were men aged from 28 to 34 with different jobs from lawyers to musicians.

While they all insisted they were not embarrassed to be getting a fake tan, none of the men wanted to have their names in this article and all refused to get their pictures taken.

Why? They muttered something about mates…

So much for the brave metrosexuals.

Men are more comfortable

Wayne, 36, receptionist at the Bronz’n’Go sun bed saloon on Seven Sisters Road, has also seen more and more straight men come in.

However, compared to many other saloons, Bronze‘n’Go has one great advantage for luring men in – a male receptionist.

“I guess it makes it easier for guys to approach me than if there was a girl sitting here,” he says. 

“They see me here and feel comfortable asking questions about the process and trying a sun bed. Once guys try it, they usually like the look and come back to keep the colour.”

While some women may find it hard to accept male grooming, others love it.

Kirsty Burge, 23, from Harlow, Essex, admits that in her social circle, it is good to be tanned: “I really love a guy with a tan, I don’t care how they get it.

"It’s the same as getting your hair done, you just get your skin done instead”.

As for UAL students, the idea of a fake tan doesn’t seem to go with the image of a scruffy art student. 

“I got on a sun bed once for a laugh because my mum bought one for the house. Not doing it again, and I could never have an orange tan. It’s just stupid,” says Danny, 22, a fine arts student from Central Saint Martins.

“I really don’t mind girls doing it, but guys…no way.”