In this interview, Michelle, the founder of Beettan, shares the deeply personal inspiration behind her plant-based sunless tanning empire. From skin cancer awareness to empowering a nationwide network of female entrepreneurs, discover how Beettan is changing the face of the beauty industry.
The Inspiration: A Mission for Healthier Skin
Q: Can you tell us the story behind starting Beettan and what inspired the brand?
Michelle: Honestly, Beettan started because of my sister. She had a few skin cancer scares, and it completely shifted my perspective on tanning. At the time, there was a cultural pressure to use tanning beds or endure UV damage just to feel confident or “glowy.” I wanted to find a healthier, sunless alternative for her that delivered a beautiful result without the risks of UV exposure.
I was also frustrated with the spray tan products available back then. They were often messy, heavily fragranced, and stained everything from clothes to sheets. I knew there had to be a more elevated, clean way to do it. I started researching ingredients and formulations, eventually building Beettan around a modern, approachable, and cleaner spray tan experience. What started as helping my sister turned into a nationwide mission to help other women build their own businesses.
Ethics in Beauty: Beyond the Filter
Q: What do you think is the biggest ethical issue in the spray tanning or beauty industry right now?
Michelle: I believe the biggest issues are unrealistic marketing and over-editing. Many beauty brands sell “perfection” instead of confidence. When filters and heavy Photoshop make people feel like they constantly need to “fix” themselves, it becomes mentally unhealthy.
Transparency is another major hurdle. Consumers deserve to know exactly what is in their products and how they are made. “Clean” and “natural” are often used as trendy buzzwords, but true education is often missing from the conversation.
The Beettan Approach to Transparency and Safety
Q: How does Beettan approach transparency when it comes to ingredients?
Michelle: Transparency has always been our cornerstone. We openly discuss our ingredients, how DHA (Dihydroxyacetone) works, and the proper way to store and use products. Because we produce in smaller batches, we can prioritize freshness and quality control. Ingredients like DHA can lose effectiveness if exposed to heat, so we focus on a “skincare-first” manufacturing process. I never want a customer to feel tricked by marketing; if you ask a question, you get an honest answer.
Marketing for Confidence, Not Insecurity
Q: Spray tanning is often tied to beauty standards. How do you market Beettan without reinforcing unrealistic ideals?
Michelle: For me, a spray tan is about feeling polished and confident—like getting your hair done or wearing an outfit that makes you feel great. The goal isn’t to become a different person. We make it a priority to showcase all skin tones, ages, and body types. Some people want a deep bronze, while others just want a subtle, healthy glow. We market in an uplifting way that celebrates the individual rather than targeting their insecurities.
Balancing Profit with Responsibility
Q: How do you balance running a profitable business with maintaining ethical responsibility?
Michelle: It’s a challenge because the ethical route isn’t always the cheapest or the easiest. But long-term trust matters more than quick money. I refuse to cut costs on quality or the customer experience. I also invest heavily in educating our Beettan Partners rather than just selling them a kit and disappearing. I truly believe that as consumers become smarter, they will continue to support brands that operate with integrity.
The Future of Beauty Industry Regulation
Q: Do you think current beauty industry regulations are strong enough to protect consumers?
Michelle: They’ve improved, but they aren’t where they need to be. The industry moves so fast—especially with viral trends on social media—that regulations and long-term safety research often struggle to keep up. I’d love to see a shift toward confidence-based marketing and more support for female entrepreneurs. The brands that will last are the ones that empower their community.
Join the Beettan Movement
Don’t let another year pass you by. Take the first step towards starting your successful spray tan business today. Book a free call with us today to learn more about becoming a Beettan partner and building your very own business!
