EXCLUSIVE: Celebrity-loved Tanning Artist Isabel Vita of Dolce Glow Releases New Brand, Sunnee BaeSkin

Isabel Vita — the tanning artist to the stars — is introducing Sunnee BaeSkin, launching exclusively at Ulta Beauty.

Her clients include Miley Cyrus, an investor in the company, Kylie Jenner, Kim Kardashian, Jennifer Lopez, Selena Gomez and Katy Perry, to name a few.

The new release offers a lower price point than Dolce Glow, the professional tanning company that Vita launched in 2015 and took to retail with at-home products in 2021. Dolce Glow is sold at Nordstrom, Neiman Marcus, Saks Fifth Avenue, Revolve, QVC, and recently expanded from 250 Ulta doors to 850.

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With Sunnee BaeSkin, Ulta is rolling out the brand across all its stores. The line, available direct-to-consumer at sunneebaeskin.com, will be sold at ulta.com on Feb. 9 before entering its 1,446 locations on Feb. 23.

“They said, ‘We have yet to see formulations at this price point,” Vita said of Ulta Beauty.

While Dolce Glow products are in the luxury market, incorporating antiaging ingredients, Sunnee BaeSkin is targeting a younger consumer with formulas that are glowy, hydrating and non-sticky and at a more affordable price range. Whereas Dolce Glow’s self-tanning mist, mousse, and lotion are priced at $50 each, Sunnee BaeSkin’s line falls between $9 and $30. (The tan is left for six to eight hours, given a quick rinse, and lasts between seven and 14 days.)

“People under 25 or 30, they might not be looking for these very expensive skin care ingredients,” said Vita. “They might just want something that’s going to hydrate their skin. It’s still a breakthrough formula, with amazing ingredients.”

Sunnee BaeSkin is rooted in marine-derived ingredients, primarily marine algae, which is known for its skin renewal and hydration benefits. “Those are the main two things that you need for an amazing spray tan or self-tan,” said Vita. “That’s why we decided to use marine beauty, which hasn’t been used in a self-tanner yet.”

The brand is expected to do between $3 million and $6 million in sales for its first year, according to industry sources.

The range includes “BAEside Sea Sculpt” at $19 (a version of Dolce Glow’s $28 contour wand, which went viral thanks to Hailey Bieber); “BAEside SEArum” at $18; “BAEside Hydrating Sea Facial Mist” at $16; “BAEside Sea Mousse” at $28, and “BAEside Sea Spray” at $30.

Vita said she plans on supporting ocean conservation efforts through the brand, starting off with a beach cleanup event.

Based in Los Angeles County, born and raised in the San Fernando Valley, Vita has been actively helping with fire relief efforts with her team, dropping off food and donating goods as soon as the disaster began. She also raised funds for the Los Angeles Fire Department during her second annual Dolce Glow summit — a two-day event in L.A. that kicked off on Jan. 16, featuring panels with industry leaders like Jamie Kern Lima of IT Cosmetics and Amy Liu of Tower28. Dolce Glow, alongside two sponsors, presented an immediate check of $15,000 to the LAFD at the summit.

“We had assembly lines,” she said. “As every person walked in, they were able to put together a goodie bag of essentials for people that are in need. I think it’s so important to keep events here, because people want to know how to help, they just don’t know where to start. It’s about finding a way to pivot, getting people rolling up their sleeves.”

What’s next for the brands?

“You’re really going to see breakthrough formulas on the Dolce Glow side of things,” Vita said. “That’s what we saw with our self-tanning contour wand, merging makeup with tanning, which hadn’t been done before. We want to create innovation under the Dolce Glow umbrella. And Sunnee BaeSkin is about giving consumers what they want, affordability with key products. Sunnee BaeSkin will exclusively live at Ulta for two years.”

“We are so excited to partner with Isabel, a true trailblazer in the self-tanning category, to debut her latest innovation and brand, Sunnee BaeSkin,” said Penny Coy, senior vice president of merchandising at Ulta, in a statement to WWD. “With guests prioritizing self-care and well-being more than ever before, we have seen incredible growth and engagement within our body care category, with many guests utilizing rituals like self-tanning as their ‘me’ time.”