53% of men admit to tanning in secret

53% of men admit to tanning in secret, according to new research by pro tanning brand Fake Bake.

More than half of those surveyed (58%) said they feel more confident with a fake tan and 69% of those aged between 24–44 said they use their partner’s beauty products to get their bronze glow.

34% said they use fake tan to define their muscles while 12% use it to camouflage scars and stretch marks. A further 28% stated they use a facial tanner to help them look younger.

This shift towards fake tanning has been driven by celebrities such as Bradley Cooper rocking the man tan as well as better education on the tanning options out there, with 33% saying they no longer use sunbeds.

The top five regions for male tanning are:

  1. Wales
  2. North West
  3. East
  4. South East
  5. London

“More and more men are asking to be defined and contoured. No matter what the body shape, darker and shaded skin boosts body confidence,” said James Harknett, global creative consultant for Fake Bake. 

More than 1,200 men were surveyed by Fake Bake.