INNOVÉ Beauty & Wellness

INNOVÉ Beauty & Wellness is an American company specializing in sunless tanning equipment, spray booths and skincare products. Formerly known as Sunless, Inc., the business rebranded to INNOVÉ Beauty & Wellness to reflect a broader positioning that fuses beauty, science and technology. It describes itself as the global industry leader in spray tanning and self-tanning, with more than 20 years of experience, and as the original creator of automatic spray booths. The company operates a family of synergistic brands. Mystic™ provides customizable spray-booth tanning and skincare sessions in under three minutes, with 12 tan levels and MagneTan® spray technology. VersaSpa® combines skincare science with tanning technology, including the VersaSpa PRO option formulated with marine algae. Norvell® is a professional sunless tanning product line with a large network of certified technicians worldwide. WELLFIT® offers skincare treatments that can be added to a tan or used as standalone sessions. INNOVÉ Beauty & Wellness states that it powers over 18 million spray treatments each year across a global network of more than 7,000 salons, spas, fitness clubs and beauty professionals. Its products are made in the USA, from concept to manufacturing. The company is headquartered in Macedonia, Ohio, and was founded in 2000. It is backed by Castle Harlan and Branford Castle. The rebrand from Sunless, Inc. to INNOVÉ Beauty & Wellness was designed to support a diverse brand architecture and to position the company as a leader in full-body skincare and spray solutions as well as in beauty tech. Its portfolio spans industry-leading tanning equipment, spray booths such as VersaSpa and Unity, and a range of skincare-focused formulations intended to deliver natural, even and long-lasting results.

INNOVÉ Beauty & Wellness was founded in 2000 and originally operated under the name Sunless, Inc. The company built its business around sunless tanning technology, becoming the original creator of automatic spray booths and establishing itself as a leader in spray tanning and self-tanning. Over more than two decades it developed a portfolio of brands including Mystic, Norvell®, VersaSpa® and WELLFIT®, serving salons, spas, fitness clubs and beauty professionals. As the business grew, it expanded its focus from tanning alone to full-body skincare, combining skincare science with advanced tanning technology. Its Mystic™ brand accumulated over 25 years of experience in providing customizable tans and skincare treatments in under three minutes, while Norvell® built a network of more than 20,000 certified technicians worldwide. VersaSpa® and the Unity spray booth extended the company's equipment offerings. The company later rebranded from Sunless, Inc. to INNOVÉ Beauty & Wellness. According to the company, the name INNOVÉ embodies its ethos of "beauty made smarter and science made beautiful," while "Beauty & Wellness" unites its diverse offerings under a shared vision. The rebrand was intended to support a diverse brand architecture and to position the company as a leader in full-body skincare and spray solutions as well as in beauty tech. INNOVÉ Beauty & Wellness is headquartered in Macedonia, Ohio, and is backed by Castle Harlan and Branford Castle. It reports powering over 18 million spray treatments each year across a global network of more than 7,000 salons, spas, fitness clubs and beauty professionals, and states that its products are made in the USA from concept to manufacturing.

• 2000

  Company founded, originally operating as Sunless, Inc.

• Mystic™ brand accumulates over 25 years of experience in spray-booth tanning and skincare.

• Norvell® builds a network of more than 20,000 certified technicians worldwide.

• Company rebrands from Sunless, Inc. to INNOVÉ Beauty & Wellness.

• Company reports powering over 18 million spray treatments annually across 7,000+ locations.

Global industry leader in spray tanning and self-tanning, fusing beauty, science and technology for full-body skincare and spray solutions.

• Mystic Tan® spray booth

  Customizable spray-booth tanning and skincare sessions in under three minutes, with 12 tan levels and MagneTan® spray technology.

• VersaSpa®

  Spray tanning system combining advanced skincare science and tanning technology; VersaSpa PRO is formulated with marine algae.

• Norvell®

  Professional sunless tanning products with instant cosmetic bronzers, gradual tans and skincare treatments.

• WELLFIT®

  Skincare treatments available as an add-on to a tan or as standalone sessions to hydrate, lift and balance skin.

• Unity spray booth

  Industry-leading tanning equipment offered alongside VersaSpa.

1. 1Your Home for Sunless Tanning – Innove, Incsunless.com
2. 2About Us – Innove, Incsunless.com
3. 3Mystic Tan In-Salon – Innove, Incsunless.com
4. 4INNOVÉ Beauty & Wellnesswikidata.org