Mr & Mrs Tannie

Mr & Mrs Tannie is a Swedish self-tan brand that makes a vegan range of at-home tanning products. It is operated by Mr & Mrs Tannie AB, registered in Stockholm [1], and trades online at mrandmrstannie.com while also reaching shoppers through Nordic beauty retailers. The brand frames sunless tanning as a year-round lifestyle, built around an imagined world of striped parasols, rosé and French and Italian coastal living.

The company says its products are made in Sweden [2] and positions them as formulas intended to give a "professional finish" at home. Its catchphrase, "It's always tan o'clock somewhere," runs across the site and its social channels.

The brand does not publish the names of its founders or a specific founding date on its own site or in the retailer pages that cover it, and no editorial or encyclopedic profile of the company exists. What it does describe is an aesthetic. According to the company, Mr & Mrs Tannie grew out of an appreciation for the sun, the Amalfi coast and French coastal living, merging an "old world, premium classic" sensibility with a "modern world of glamour and luxury vintage" [2].

That outlook shapes how the brand talks about its products. It describes self-tanning less as a cosmetic step than as "a journey, a lifestyle and a mindset with sunshine and playfulness," and it has built a customer community it calls "Tannies" — an ambassador programme inviting enthusiasts to share photos, win event tickets and advocate for safe, sunless tanning.

Mr & Mrs Tannie sells what it calls a "fully vegan self tan collection," focused on the body with some face products. The range runs to roughly six or seven core items, among them a Self Tan Lotion, a Clear Tan Mist, a Whipped Tan Mousse, a 24H Tan Serum and an Exfoliating Shower Gel, alongside applicators such as a tanning mitt.

The active tanning agent is DHA (dihydroxyacetone), which the brand explains as a sugar molecule derived from sugar cane that reacts with amino acids in the skin's outer layer to produce colour without UV exposure. The company notes that DHA is approved for external cosmetic use by the United States Food and Drug Administration and characterises it as non-toxic and non-carcinogenic [4]. Supporting ingredients the brand highlights include hyaluronic acid, AHA, rose water, aloe vera, jojoba oil and shea butter. Among the brand's stated selling points is that its products carry "no self-tan smell."

Mr & Mrs Tannie states that all of its products are "100% vegan" and cruelty-free, framing both as part of a belief in "a sustainable world" [5]. The vegan and animal-testing-free positioning is echoed independently on the Swedish retailer Nordicfeel, which describes the line as "100% vegansk" and developed without animal testing [6]. The brand site does not display formal third-party certifications for these claims.

The brand won a Swedish Beauty Award in 2021 for its Exfoliating Shower Gel, a distinction it features on its homepage and product pages [3].

The brand is active. It runs a live e-commerce store with a current product range and maintains active Instagram and Facebook accounts; its site carries a 2022 copyright notice [3]. Beyond its own shop, the products are distributed across Nordic retailers and sold in Sweden, Denmark, Finland and Norway.

The corporate details behind the brand are recorded slightly differently across sources. Its own contact page lists the company, Mr & Mrs Tannie AB (organisation number 559348-5369), at Hälsingegatan 47 in Stockholm [1]. A web-search snippet surfaced via the Nordicfeel listing instead associates the business with the entity "NewCo 8217 Sweden AB" and a headquarters in Solna [6]; that claim is unverified and conflicts with the address published by the company itself.