St Saj’s New Tanning Serum Sells 500+ Units in First
Australian skincare brand St Saj has launched its first facial tanning product, the Sun Kissed Hydrating Tanning Serum. The brand sold over 500 units in the first hour, marking a strong debut for its new St Saj Extra line, a category designed to complement its core daily skincare range.
A New Direction for St Saj
This launch signifies St Saj’s move beyond its core everyday skincare range. The Melbourne-based company, founded by beauty therapist Emmylou MacCarthy and launched in September 2024, has established its reputation on Australian-made products inspired by K-beauty principles, particularly hydration and product layering. The brand recently appointed Bec Judd as its first official ambassador, boosting its visibility as it enters a new growth phase.
Priced at $54.95 for 50ml, Sun Kissed is designed for nighttime use, offering a gradual tan that develops over six to eight hours. The serum contains 10% DHA and erythrulose, with the formula also including glycerin, Pentavitin, multi-weight hyaluronic acid, and aloe vera, and is formulated without drying alcohols.
Skincare Meets Self-Tan
MacCarthy aimed to create a product that functions like a skincare serum while delivering a natural-looking tan. “I wanted Sun Kissed to have its own place in the routine, just like any other skincare step,” she said, emphasizing the importance of layering and hydration in St Saj’s philosophy.
The serum addresses common self-tan concerns, with MacCarthy focused on achieving a “noticeable glow” without the need for a full face of makeup or a conventional self-tan routine. This approach ensures users wake up with a refreshed, natural look.
Strong Initial Response
The launch was supported by an early-access offer, providing the first 100 customers with a complimentary full-size St Saj product. The impressive first-hour sales indicate strong demand from the brand’s existing customer base as it ventures into new beauty categories, reflecting its successful expansion strategy.
