Tanify

Tanify is a Swedish self-tanning brand based in Norrtälje, north of Stockholm. It grew out of a spray-tan studio and training business run by Jenny Törnros, and it sells both consumer self-tan products and professional spray-tan equipment. The brand traces its spray-tanning operations to 2009 [2], and remains active, with its webshop and social accounts updated through 2025 and 2026 [1].

The brand positions itself around one idea, captured in its tagline "Solkysst utan solen" — "sun-kissed without the sun" [1]. Its range centres on sunless-tanning mousses and the solutions and machines used in salon spray-tanning.

Tanify emerged from Spraytan Norrtälje, a salon founded by Jenny Törnros [13]. According to the studio's own account, it has been spray-tanning since 2009 and has trained several hundred spray-tan artists [2]. The booking directory Bokadirekt lists the same operation as active in the industry since 2008 and names Törnros as its founder; the studio and the later product line therefore share a founder and a Norrtälje base at Galles gränd 3.

The two years reflect different anchors rather than a factual dispute. Tanify's own site dates its spray-tanning to 2009, while Bokadirekt records the studio's earliest operations from 2008. Both appear in the brand's timeline.

Over time the operator moved beyond providing salon services to selling its own sunless-tanning products under the Tanify name, alongside professional equipment and training for other spray-tan artists.

The company describes Tanify as a supplier of high-quality sunless-tanning products for both private customers and professional salons, made for a natural, even and long-lasting result with easy application [1]. That dual audience — home users and salons — shapes the catalogue, which spans consumer mousses and gloves as well as professional spray-tan liquids and machines.

Tanify sits in the indie tier of the self-tan market, with limited distribution centred on Sweden. Its products reach customers directly through tanify.se, through the affiliated site stockholmbeauty.com and the Norrtälje studio, and through Swedish resellers.

The brand's signature consumer product is its self-tan mousse, sold in a 200 ml size and as a kit paired with an application mitt. The professional side of the range includes a one-litre spray-tan solution and spray-tan machines aimed at salons [10].

The active tanning agent is dihydroxyacetone (DHA), which the company explains as a sugar molecule that reacts with proteins in the skin to produce a golden-brown tone [8]. The mousse's ingredient list also includes erythrulose, aloe vera juice, sweet almond oil and vitamin E. On the affiliated product pages the mousse is described as vegan, paraben- and PEG-free, and not tested on animals [7].

For the self-tan colour, the maker says the result develops within 24 hours and lasts up to seven days, and that the cosmetic guide colour can be showered off four to eight hours after application [8].

Tanify is active. Its webshop carried a 2026 copyright notice and listed forthcoming stock for its professional spray-tan liquid, and the brand's Instagram account remained in use through 2025 and 2026 [1]. Its scope is single-country, centred on Sweden, with no wider international presence identified.