[Updated] New Fake Bake professional distributor outlines initial plans for the brand

Popular tanning brand Fake Bake has returned to UK salons under new distributor French Beauty Expert Distribution.

Global brand Fake Bake was launched in the US in 1990s and offers self-tanning products for professionals and consumers.

The brand’s exit from the UK market came when previous distributor Fake Bake United Ltd was placed into liquidation in 2021, coupled with a fire in the brand’s factory in Oklahoma which destroyed its stock.

Professional distribution in the UK is now being handled by French Beauty Expert, which was established in 2018 and distributes professional brands including Phyt’s, Matis and Durance. 

French Beauty Expert has relaunched the Fake Bake Darker Tan as the initial stage of the brand’s reintroduction to the professional market, with the 60-Minute Express Tan and spray machines set to return in 2023.

The products are being reformulated to comply with new DHA regulations, and efforts are being made to make the ingredients and packaging more ethical and sustainable.

Following Fake Bake’s unexpected departure from the professional UK market and issues with the previous distributor, some salons have expressed concerns about taking on the brand again.

French Beauty Expert managing director Nicola Fisher responded to these concerns, telling Professional Beauty, “Everyone knows the brand; it’s a household name and we want to get the good name back out there." 

She added, “People know the tan and they know that it’s an amazing tan. Salons can buy just one bottle and give it a try to see if they still love it.”

In terms of getting Fake Bake’s name back out there, Fisher said the brand is working with celebrity ambassadors and sponsored the tanning at the National Television Awards. Award-winning celebrity tanner James Harknett is also on board as a brand ambassador.

While French Beauty Expert is heading up the professional distribution, the consumer retail distribution will be handled by Scent Global.

Commenting on French Beauty Expert’s partnership with Fake Bake, Fisher added, “We can’t wait to see the performance and growth of the brand moving forward in the UK and Ireland.” 

LaDonna Sheridan, director of sales at Fake Bake, commented, “We are thrilled to be working with French Beauty Expert Distribution. Nicola and her team have been an absolute joy to work with thus far and I can tell it is going to be a very bright future for Fake Bake Professional.”  

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What do you think about Fake Bake's professional relaunch? Let us know in the comments...