Should You Be Charging More for Custom Sunless?

By Kristin Jackson

When it comes to sunless tanning, “custom” means more than just applying a bottle of solution. It means personalized consultations, tailored shade matching, expert application, and delivering an experience that keeps clients coming back. But are you charging what your custom sunless service is really worth?

Let’s talk about why raising your prices might not only be justified—but necessary for your salon’s growth.

Time vs. Value: The Balancing Act

Custom sunless tanning often takes more time and skill than a basic spray. From prepping the client’s skin to mixing shades and ensuring an even application, your staff is providing expertise that directly impacts the quality and longevity of the tan.

If your pricing doesn’t reflect this extra effort, you’re undervaluing your team’s skills and leaving money on the table.

When to Consider Raising Your Prices

You’re Spending More Time Per Session
If your custom tans take longer than standard sessions, it’s time to factor that in. Longer sessions mean fewer clients per day—so your pricing should balance your schedule and profitability.
Your Products and Overhead Cost More
Higher quality or specialized products, including bronzers and enhancers for custom blends, cost more. Your pricing needs to cover those expenses plus labor.
Your Results Are Superior
If your custom tans get better reviews, last longer, or have fewer issues, clients are paying for a premium service. That premium should be reflected in your prices.
Market Demand Supports It
Look at what competitors in your area are charging for similar services. If you’re priced significantly lower, it might be time for an update.

How to Raise Prices Without Losing Clients

Communicate the Value
Explain to your clients what makes your custom sunless different—better results, personalized color, and expert care.
Offer Tiered Pricing
Keep a basic option available, but offer custom as a premium upgrade. This way, clients choose based on their needs and budget.
Introduce Packages or Memberships
Encourage repeat business by bundling services at a slight discount—ensuring loyalty while maintaining your margins.
Train Your Staff to Sell the Benefits
Your team should confidently highlight why the custom option is worth the extra cost, focusing on the experience and results.

The Bottom Line

Custom sunless tanning is more than just a spray—it’s an art and a service that demands your time, expertise, and quality products. If you’re not charging for that value, you’re shortchanging your business and your team.

It’s time to evaluate your pricing strategy and make sure your custom sunless service reflects the true worth you provide. Your clients will appreciate the difference—and your bottom line will too.

Ready to boost your profits with smarter pricing? Start by assessing your time, products, and market—and don’t be afraid to charge what you deserve!