The brand is fun, upbeat, and like the founders, full of energy. We want 2bTanned to be the ultimate confidence boost, packed full of luxurious ingredients and a little bit of 2bTanned magic to empower everyone in the world to be the most tanned version of themselves.
Giano Napolitano is the visionary co-founder of 2bTanned, who alongside his father Ricardo launched the inclusive tanning brand in 2021 with an audacious vision to build a global beauty brand through social media before social commerce had truly taken off. As the dynamic face of the business, Giano has been instrumental in cultivating 2bTanned’s playful, bold energy and building relationships with influencers that propelled the brand’s early growth. His charisma and understanding of Gen Z and Millennial audiences have helped 2bTanned achieve over 400K followers across social media, generate over 500K units sold on TikTok alone, and win Best Sun Care Product at the Pure Beauty Awards 2025, establishing the brand as the number one selling product in TikTok Shop’s beauty category.
Ricardo Napolitano is the founder and CEO of 2bTanned, who started the brand in his kitchen in 2021 alongside his son Giano with a bold vision to create a global tanning brand powered by social media. As a strategic entrepreneur with exceptional foresight, Ricardo identified the potential of TikTok Shop early and firmly established 2bTanned as the go-to tanning brand on the platform, achieving multi-million pound revenue and dominance in the beauty category. His hands-on leadership, combined with his fun and charismatic approach shared with Giano, has scaled the brand from humble beginnings to distribution across TikTok Shop, Amazon, Superdrug, Debenhams, Tesco, and BooHoo, while maintaining the playful, inclusive spirit that celebrates every skin tone and makes tanning accessible to all.
Gen Z and Millennials : Our branding is playful, bold and memorable which resonates with this audience who are looking to achieve their tanning goals while remaining safe in the sun. Won Best Sun Care Product at Pure Beauty Awards 2025 for the SPF50+ Glow. Sold online via Tik Tok, Amazon, Superdrug, Debenhams, Tesco and BooHoo. Have over 400k followers across social media channels and have generated over 500k units sold on TikTok alone.
2bTanned tackles the all-too-common problem of achieving a beautiful, even tan while preserving skin health and accommodating all skin tones. The brand positions itself as a 360-degree tanning solution for consumers, revolutionising the tanning industry for everybody of all skin tones whilst providing the ultimate confidence boost.
2bTanned offers premium formulations designed to deliver visible results whether it’s a natural glow or a bronzed look. 2bTanned has a balanced approach combining ease of use with skincare conscious formulations. We bridge the gap, offering skin protection without dulling the glow and the appeal of looking tanned.
“Ricardo and Giano, as father and son, have fun, charisma and energy few can emulate. But behind it all is a high-growth multi-million pound AAR company and brand.” Paul Finch, Co-Founder, Growth Studio
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