The Birth of an Iconic Australian Brand
When Shaun Wilson and Blair James founded Bondi Sands in Melbourne in 2012, they were responding to a significant gap in the Australian beauty market. Following the Victorian Government’s ban on tanning beds, the founders wanted to deliver the same high-quality tan safely at home. What started as a simple solution to a problem has grown into one of the world’s most recognizable self-tanning brands.
Named after Australia’s famous Bondi Beach, the brand captured the essence of sun-soaked Australian beach culture from day one. Co-founder Blair James had previously opened a tanning salon in Melbourne in 2006 at just 25 years old, giving him invaluable insight into what consumers truly wanted from their tanning products.
A Rocky Start and a Breakthrough Formula
The journey wasn’t without its challenges. In 2012, the founders pitched their products to retailer Priceline, and the chain agreed to stock three Bondi Sands products. However, their first major retail deal with Priceline turned into a crisis when an ingredient instability caused graininess, forcing a 30,000-unit recall.
Rather than letting this setback define them, Wilson and James went back to the drawing board. Their breakthrough came with an innovative approach to self-tanning formulation. Unlike competitors’ yellow-based tans, Bondi Sands developed a green-dye structure for a more natural, streak-free finish, priced at $20 per bottle (about $5 per tan), striking a balance between salon quality and mass-market accessibility.
The Power of Social Media and Influencer Marketing
With limited funds for traditional marketing campaigns, Bondi Sands became pioneers in influencer marketing and social media engagement. From the very beginning, Bondi Sands products were seeded through PR agencies to reach influencers directly, understanding the power of word of mouth to sell their product.
This strategy paid off spectacularly. A 2018 sponsored post by Kylie Jenner, estimated to have cost the brand around $1 million, led to a 500% increase in online sales and gained 20,000 extra Instagram followers. The brand operates a global ambassador program involving Kylie Jenner, James Charles, Tammy Hembrow, and other major influencers.
Rapid Global Expansion
Bondi Sands’ growth trajectory has been nothing short of remarkable. The brand launched in New Zealand in 2013, entered the British market in 2015 through retailers Superdrug and Boots, and continued its international expansion from there.
By 2019, Bondi Sands appeared in Norway and Germany, expanded into the Canadian market in 2020, and opened on Chinese Tmall in 2021. The brand’s American expansion was particularly impressive, with Bondi Sands products becoming available in over 7,700 Walgreens stores, marking the largest launch of an Australian beauty brand in the United States. The company also distributes through Ulta Beauty, Target, CVS, and Rite Aid.
As of 2021, Bondi Sands holds 60 percent of the market share in Australia, cementing its position as the country’s leading self-tanning brand. Today, Bondi Sands products are stocked in over 30,000 retail stores worldwide.
Innovation and Product Expansion
While self-tanning remains the brand’s core offering, Bondi Sands has continually innovated and expanded its product range. In April 2019, the brand launched Aero Aerated Self Tanning Foam, and thanks to its Coachella activation, the worldwide Aero product launch saw the brand break into the top ten skincare brands with $2.9 million in earned media value and a 234% increase in month-over-month growth.
The brand has also moved beyond self-tanning. In 2021, Bondi Sands became the Official Sunscreen Partner of the Australian Open with a three-year deal, promoting their Sport SPF 50+ Sunscreen products. In 2021, Bondi Sands launched a comprehensive skincare range after 18 months of development.
Commitment to Sustainability and Ethics
Bondi Sands has demonstrated a strong commitment to sustainability and ethical practices. In 2021, the brand released its first sustainable line called Pure, with all products packaged in ethically sourced, 100% recyclable packaging. The company partnered with Australian charity Take 3 for the Sea, donating $25,000 during World Earth Month.
All Bondi Sands products are vegan, cruelty-free and PETA certified, and the company is committed to ensuring that by 2025 all packaging will be fully recyclable and contain recyclable materials.
The Kao Corporation Acquisition
The ultimate validation of Bondi Sands’ success came in August 2023. Bondi Sands was acquired by Kao Corporation, a Japanese chemical and cosmetics company. The sale was valued at $450 million, representing an extraordinary return for a brand that started just over a decade earlier.
With the acquisition, Kao aimed to put an even greater focus on the skin protection category, leveraging Kao’s vast UV care technologies in the Japanese market and self-tanning technologies in the U.S. market to expand its global business portfolio.
Manufacturing and Operations
Despite its global reach, Bondi Sands has maintained its Australian roots. The company’s products are manufactured across three facilities in Melbourne, with offices in Melbourne, Los Angeles, and London.
A Modern Approach to Tanning
The brand’s gender-neutral approach to tanning has helped attract male consumers, and in 2017, Bondi Sands became the first to launch a men’s tanning product that smelled like aftershave and provided a lighter, dry finish without sheen.
The brand has also evolved with consumer preferences. There’s been a trend towards more natural glow-type products that are buildable, with gradual tanning products that can be used daily being particularly popular.
The Legacy
From a 30,000-unit product recall to a $450 million global empire, Bondi Sands’ story is one of resilience, innovation, and understanding the power of brand storytelling. By capturing the aspirational lifestyle of Australia’s most iconic beach and making salon-quality tanning accessible to everyone, Shaun Wilson and Blair James created more than just a beauty brand—they built a global phenomenon that changed how the world thinks about self-tanning.
Today, Bondi Sands stands as a testament to Australian entrepreneurial spirit, proving that with the right product, smart marketing, and unwavering commitment to quality, a Melbourne startup can become a household name around the world.
Frequently Asked Questions About Bondi Sands
Who founded Bondi Sands and when?
Bondi Sands was founded in 2012 in Melbourne, Australia by Shaun Wilson and Blair James. Both founders had backgrounds in the tanning industry, with Blair James having opened a tanning salon in Melbourne in 2006 at age 25.
Why is the brand called Bondi Sands?
The brand is named after Australia’s famous Bondi Beach, capturing the essence of sun-soaked Australian beach culture and the aspirational lifestyle associated with the iconic Sydney location.
Who owns Bondi Sands now?
In August 2023, Bondi Sands was acquired by Kao Corporation, a Japanese chemical and cosmetics company. The sale was valued at $450 million.
Where are Bondi Sands products made?
The company’s products are manufactured across three facilities in Melbourne, maintaining the brand’s Australian heritage despite its global reach.
Where can I buy Bondi Sands products?
Bondi Sands products are stocked in over 30,000 retail stores worldwide. In Australia, they’re available at major retailers including Priceline. Internationally, the brand is sold through Walgreens, Ulta Beauty, Target, CVS, Rite Aid in the United States, and through Superdrug and Boots in the UK.
Are Bondi Sands products cruelty-free and vegan?
Yes! Bondi Sands products are vegan, cruelty-free and PETA certified.
Is Bondi Sands environmentally friendly?
Bondi Sands has made significant commitments to sustainability. In 2021, the brand released its first sustainable line called Pure, with all products packaged in ethically sourced, 100% recyclable packaging. The company is committed to ensuring that by 2025 all packaging will be fully recyclable and contain recyclable materials.
What products does Bondi Sands offer?
While Bondi Sands is best known for self-tanning products, the brand now has a range of 56 products across categories including self-tanners, suncare, skincare, and cosmetics. Notable products include their Aero Aerated Self Tanning Foam and Sport SPF 50+ Sunscreen range.
Does Bondi Sands make products for men?
Yes! Bondi Sands was the first to launch a men’s tanning product in 2017, which smelled like aftershave and provided a lighter, dry finish without the sheen that men generally don’t want. The brand takes a gender-neutral approach to tanning.
What makes Bondi Sands different from other self-tanning brands?
Unlike competitors’ yellow-based tans, Bondi Sands developed a green-dye structure for a more natural, streak-free finish. The brand also struck a balance between salon quality and affordability, priced at around $20 per bottle (about $5 per tan).
How successful is Bondi Sands in Australia?
Bondi Sands dominates the Australian self-tanning market. As of 2021, Bondi Sands holds 60 percent of the market share in Australia.
What celebrities have promoted Bondi Sands?
The brand operates a global ambassador program involving Kylie Jenner, James Charles, Tammy Hembrow, Carli Bybel, and other major influencers. A 2018 sponsored post by Kylie Jenner led to a 500% increase in online sales.
Is Bondi Sands involved in any sporting partnerships?
Yes! In 2021, Bondi Sands signed a three-year deal with the Australian Open to become the Official Sunscreen Partner, promoting their Sport SPF 50+ Sunscreen products.
Does Bondi Sands support any charities?
The company partnered with Australian charity Take 3 for the Sea and donated $25,000 during World Earth Month, demonstrating their commitment to ocean conservation.
