How I Started My Own Spray Tanning Business (And How You Can Too)
Starting your own business sounds intimidating - until you realize how simple it can actually be when you stop overthinking and just start. Glow Theory didn’t come from some perfect plan - it came from recognizing an opportunity, moving fast, and figuring things out along the way.
I started my mobile spray tanning business last June because I recognized a gap between college girls wants and what was currently being delivered in the sunless tanning market. Girls want to look good, feel confident, and save time -but most tanning options are either inconvenient, inconsistent, or not elevated enough. From this, I knew I could deliver something better: a luxury, on-demand experience that fits into people’s lives.
The first step was choosing a concept that felt aligned with me, which was very intentional and important. If your business reflects your lifestyle and aesthetic, marketing becomes effortless. Glow Theory isn’t just about tans - it’s about a lifestyle. Wellness, confidence, looking put-together. That made branding, content, and outreach feel natural instead of forced.
Next, I invested in the essentials. You don’t need a massive upfront investment, but you do need quality. A reliable spray tan machine, professional solution, and basic supplies are non-negotiable. Your product is your reputation, especially in beauty services. If your results aren’t good, nothing else matters.
Then came branding. This is where most people either overcomplicate or completely overlook things. Your brand should feel clear and cohesive: name, colors, tone, and vibe. I leaned into a minimal, luxury aesthetic that was clean, warm-toned, and slightly elevated. This immediately positioned me differently from competitors.
After that, I focused on visibility. Instagram is everything for a business like this. I didn’t wait until everything was perfect, and instead I started posting immediately. Client results, lifestyle content, behind-the-scenes, and simple service breakdowns. My goal wasn’t perfection, it was consistency. People need to see you multiple times before they trust you.
Getting your first clients is honestly the hardest part. I tapped into my current network, which is friends, sororities, and campus events. I positioned it as convenient and premium, not just “cheap tans.” That distinction matters because you’re not trying to compete on price - you’re building a brand people want to be associated with.
Once I had a few clients, everything started compounding. Word of mouth is powerful on a college campus, and one good tan leads to group bookings, events, and repeat customers. This is where you focus on experience - being on time, professional, and making clients feel comfortable and confident.
The biggest lesson I’ve learned is that execution matters more than planning. You don’t need to know everything. You just need to start, adjust, and keep going. Most people never begin because they’re waiting to feel “ready”, but that feeling never comes - its up to you to start.
If you’re thinking about starting your own spray tanning business, or any business, here’s the truth: the barrier to entry is lower than you think, but the standard to stand out is higher than you think. That’s where your mindset comes in.
Be intentional. Be consistent. And most importantly, act like your brand is already successful—because people will treat it the way you present it.
The day I founded Glow Theory Mobile, with my Spray Tanning Artist Certification from Aviva Labs.
Feel free to check out the Glow Theory Mobile Website: https://www.glowtheorymobile.com/