About INNOVE, Inc.
Designed to inspire confidence and beauty for all ages, genders, and body types.
INNOVÉ Beauty & Wellness is a family of synergistic brands united by a shared commitment to innovation, wellness, and personal aesthetics
Formerly Sunless, Inc., now proudly operates as INNOVÉ Beauty & Wellness. Our mission is to redefine the industry by seamlessly fusing beauty, science, and technology. We are committed to delivering groundbreaking, high-end skincare products and services that set new standards in innovation and elegance.
The name INNOVÉ embodies our ethos of beauty made smarter and science made beautiful, while ‘Beauty & Wellness’ unites our diverse offerings under a shared vision. Empowered by our skincare products and beauty tech brands, we deliver a strong, sleek, and adaptable identity that supports our diverse brand architecture. This thoughtful rebrand demonstrates how INNOVÉ Beauty and Wellness is poised to continue to be the leader in full-body skincare and spray solutions with known brands, Mystic, Norvell®, VersaSpa®, and WELLFIT™ as well as lead the future of beauty tech.
Powering over 18 million spray treatments each year across a global network of 7,000+ salons, spas, fitness clubs, and beauty professionals, INNOVÉ Beauty & Wellness is redefining the future of skincare and technology. With industry-leading tanning equipment, spray booths, VersaSpa and Unity, INNOVÉ Beauty & Wellness continues to shape the next generation of beauty experiences.
Where Beauty Meets Science & Technology
Founded in 2000, the company is backed by Castle Harlan and Branford Castle and proudly headquartered in Macedonia, Ohio.
We are the original creator of automatic spray booths
INNOVE, Inc. is the leading color technology for skin company. We put the consumers at the heart of everything we do to deliver healthier, better-looking skin. We use the highest quality ingredients and latest innovations to provide the most natural-looking color.
Our founders created the original automated spray tan booth that continues to be the #1 booth in the market today.
Our brand portfolio includes Mystic Tan, founded in 1997; VersaSpa, founded in 2003; and Norvell, founded in 1983.
“We’re the power behind the best known spray tan brands.”
Experience
With more than 20 years of experience, INNOVE, Inc. is the global industry leader of spray tanning and self-tanning.
Breakthrough Formulations
We combine the science of skin care with advanced tanning technology to produce a long-lasting, even, beautiful tan every time.
Made in the USA
From concept to manufacturing, we are committed to proudly making our products in the USA.
proof in numbers
#1
Selling
Professional
Brand
18M +
INNOVE, Inc.
brand spray
tans per year
$500M
In worldwide
retail purchases
15M
Products
purchased
each year
7,000 +
Salons &
Professionals
worldwide
Our brands
Mystic Tan® creates a glow for all skin tones. Formulated with Hyaluronic Acid for deep hydration and a long-lasting tan.
Norvell® collaborates with professional tanning artists to develop products that deliver a natural looking, just-off-the-beach tan.
VersaSpa's® breakthrough blend of natural and organic ingredients detoxify, firm, and hydrate skin cells to help produce a beautiful tan.
Want to learn more about our self-tanners?
Let’s talk!
Tips, tricks, and answers to all your top self-tan questions!