Founders Louise Mileto and Charlie Brown conceived the idea for the brand during the COVID-19 pandemic and launched its Ultimate Tanning Mousse a year ago.
“The self-tanning category is a very competitive market in Australia. But we knew there was a gap in that space,” said Mileto.
As consumers take a more comprehensive approach to beauty, consumers are paying attention to more than just the skin on their face.
In the body care category, consumers are seeking out more functional and ingredient-led products.
Mileto added that Australian consumers have increasing awareness and concern about photo damage. This is driving them to seek out self-tanning products instead of tanning outdoors.
“We are 100% committed to helping you protect your skin. Who wants to go and sunbake on the beach. With Camino Rose, you can sit in the shade, look amazing and save your life.”
The brand’s self-tan mousse is also packed with skin care ingredients.
“The ingredients in Camino Rose self-tanning products are carefully chosen to provide an effective, skin-friendly tan while also nurturing and caring for the skin,” said Mileto.
Ingredients such as rosehip oil, sweet almond oil, olive oil, and coconut oil nourish and hydrate the skin, while witch hazel tightens pores and balances oil production.
The formula also contains coconut water to refresh the skin while green tea offers antioxidant protection.
“Together, these natural ingredients ensure a radiant, even tan while promoting overall skin health, leaving a glowing, nourished complexion,” said Mielto.
The primary active ingredient that produces the tan is dihydroxyacetone (DHA).
Current limitations in self-tanning
Mileto told us that most self-tanning products on the market had several limitations, such as the scent.
“With most self-tans, it leaves a chemical smell on the body. We are unique in that we’ve incorporated a pleasant floral fragrance into the formula. It smells pleasant and fresh. So when you do your tan at home it can be a pamper session and not a chore. You can feel like you’re in a day spa.”
Another major problem many products on the market are the shades, which can look unnatural.
“You don’t want to look like orange Oompa Loompa, so we made the colours very natural. You can actually put it on and walk out the door to start the day while letting your skin marinade in the tan,” said Mileto.
Furthermore, the self-tans Mileto experienced tended to fade unevenly.
“Our tan will definitely last seven days and as you gradually shower, it doesn’t wash off in patches. It washes off evenly and then you exfoliate to get the last bits and pieces off.”
Mileto said ticking all these boxes was challenging from a formulation perspective. Overall, the product was under development for almost three years.
“We wanted to make a difference. The product is not about enriching your look but enriching your skin.”
More products on the way
Currently, the brand has two self-tan shades, Dolce and Toffee. Moving forward, one of the brand’s goals is to strengthen its product portfolio.
“We’re really excited about our upcoming expansions at Camino Rose. First up, we’ll be introducing an exfoliator, body yoghurt, and an express tan. These new products are just the beginning. After that, we’ll roll out a face tan and a tan remover, with more to follow. We’re all about enhancing beauty with innovative skin care, and we are working hard to make sure each new addition is perfect,” said Mielto.