Bondi Sands

Bondi Sands is an Australian self tanning brand.[1] The brand specialises in self tanners, suncare, skincare, and cosmetics.[2] The business was established in 2012 and operates in Oceania as well as the USA, UK & Europe.[3]

Bondi Sands
TypeSubsidiary company
Founded2012 (2012)
FoundersBlair James, Shaun Wilson
Headquarters
Melbourne
,
Australia
Area served
worldwide
Key people
Blair James, Shaun Wilson
Products
  • Cosmetics
  • Skin Care
  • Sun Care
  • Self Tan
OwnerKao Corporation
Number of employees
50
ParentKao Corporation
Websitebondisands.com.au
Bondi Sands at the Coachella in 2019
Bondi Sands at the Australian Open 2021

Bondi Sands products are stocked in over 30,000 retail stores worldwide.[4]

History of brand and international expansion

The Bondi Sands brand was created in 2012 in Melbourne, Australia by Shaun Wilson and Blair James.[5] The brand is named after Australia's famous Bondi Beach.[6]

In 2012, the founders offered their products to the retailer Priceline.[7] The chain agreed to sell three Bondi Sands products. As of 2021, Bondi Sands holds 60 percent of the market share in Australia.[8]

In 2013, Bondi Sands launched in New Zealand. The brand's products appeared in Green Cross Health, Farmers and Countdown.

Bondi Sands entered the British market in 2015. The company started distributing through British retailers Superdrug and Boots.[1] In 2018, Bondi Sands launched in Ireland and the Netherlands. In the same year, the company became one of the largest Australian owned beauty brand exporters.[9]

The brand soon distributed through American retailer, Walgreens, and began selling in pharmacy stores on January 1, 2019. During the year, Bondi Sands products were available in over 7,700 Walgreens stores, the largest launch of an Australian beauty brand in the United States.[2][3] The company also distributes through other American beauty stores such as Ulta Beauty, Target, CVS and Rite Aid.[10]

USA customers account for 80 percent of the company's online sales.[1]

In 2019, Bondi Sands appeared in Norway and Germany.[11]

Bondi Sands started its expansion into the Canadian market in 2020.[12]

The brand opened on Chinese Tmall in 2021. At the same time, Bondi Sands products appeared on Chinese e-commerce platforms including Little Red Book and TaoBao. In 2021, the brand released the first sustainable line called Pure. All products in the line are packaged in ethically sourced, 100% recyclable packaging.[13] The company has also started cooperating with Australian charity Take 3 for the Sea. During World Earth Month, Bondi Sands donated $25,000 to Take 3 for the Sea.[14]

In the same year, the brand signed a three-year deal with the Australian Open and became the Official Sunscreen Partner, promoting their range of Sport SPF 50+ Sunscreen products.[15] Bondi Sands was also a partner in all events of the Summer Series 2021.[16]

In October 2022, the brand launched a limited edition version of their Dark Self Tanning Foam along with a ‘scratch and win’ component, to commemorate its 10th anniversary.[17]

Product range

Bondi Sands has a range of 56 products in the following categories:

  • Self Tanning
  • Self Tanning Accessories
  • Suncare
  • Skincare
  • Professional Salon Solutions
  • Cosmetics

The company's products are manufactured across three facilities in Melbourne. Bondi Sands has offices in Melbourne, Los Angeles and London.[18]

Bondi Sands products are vegan, cruelty free and Peta certified.[19][20][21] The company is committed to sustainable practices, where by 2025 all packaging will be fully recyclable and contain recyclable materials.[22]

Brand ambassadors

Bondi Sands operates a global ambassador program involving Kylie Jenner,[23] James Charles, Tammy Hembrow, Carli Bybel, Natalie Halcro, Charlotte Crosby, Holly Hagan, Gary Beadle, Megan McKenna and Michael Finch promoting the range. The latest ambassador for Bondi Sands is Miss Universe 2012, model Olivia Culpo.[24]

Throughout the Australian Open Bondi Sands has worked with tennis stars, where in 2021 Daria Gavrilova was their official brand ambassador, and in 2022 former Tennis World Champion Lleyton Hewitt and his son, Cruz Hewitt partnered with the brand.[16]

Business model

Bondi Sands develops its Instagram and TikTok pages, collaborates with bloggers and influencers, and works on brand awareness. The company claims that it is trying to change the attitude to tanning and skin health.[25]

Coachella activation

Bondi Sands launched the latest innovation in Self Tanning in April 2019, Aero Aerated Self Tanning Foam.[26] Thanks to its Coachella activation, the worldwide Aero product launch saw the brand break into the top ten skin care brands with $2.9million EMV. It saw a 234% increase in month-over-month growth.[27]

The Coachella activation was supported by Australian, UK and US influencers who attended the Aero launch party. After the party, Aero became the best-selling product in Walgreens.[28]

Bondi Sands added a fifth product to the Aero range, Aero Ultra Dark in January 2020.[29]

Australian Bushfires

In support of relief efforts for the 2019–20 Australian bushfire season, Bondi Sands donated $100,000 divided between the Salvation Army and WIRES Wildlife Rescue.[30] They also created two reusable frank green products, with 100% of all proceeds being donated to the Red Cross to support community recovery across Australia.[31]

Awards
  • Allure Best In Beauty Awards 2020 – Best Self Tanner
    • Bondi Sands Aeros Self-Tanning Foam[32]
  • 2019 Glosscar Awards – Best Self-Tanning Product
    • Bondi Sands Liquid Gold Self Tanning Foam[33]
  • Beauty Heaven Best in Beauty Awards 2018 – Best Self-Tanning Product
    • Bondi Sands 1 Hour Express Self-Tanning Foam[34]
  • Beauty Heaven Best in Beauty Awards 2018 – Best Self-Tanning Accessory
    • Bondi Sands Self Tanning Mitt[35]
  • Beauty Heaven Best in Beauty Awards 2018 – Best Self-Tan Remover
    • Bondi Sands Self Tan Eraser[36]
  • Beauty Heaven Best in Beauty Awards 2018 – Best Self-Tanning Product (Editor’s Choice)
    • Bondi Sands 1 Hour Express Self Tanning Foam
  • InStyle’s 101 Best Beauty Buys 2018 – Best Gradual Tan
    • Bondi Sands Gradual Tanning Foam
  • Canstar 2018 Awards – Customer Satisfaction: Self-Tan
  • Beauty Heaven 2016 Awards - Best in Beauty 2016
    • Exfoliator Mitt
  • Shout Magazine Beauty Awards 2016 – Best Gradual Tan
    • Gradual Tanning Foam
  • Dolly Beauty Awards 2016 – Best Gradual Tan
    • Gradual Tanning Foam
  • Harpers Bazaar Best of the Best 2015 – Best Gradual Tan
    • Gradual Tanning Milk with SPF 15
  • Women's Health & Fitness. Best All-Rounder
    • Bondi Sands Self Tanning Foam Dark[37]
  • Gradual Tanning Milk with SPF 15 POPSUGAR Australian Beauty Awards Vote for Best Self Tanner[38]

References
  1. Hoyer, Melissa (2018-02-18). "The Australian duo taking Bondi Sands worldwide". Vogue.com.au. Retrieved 2022-04-28.
  2. Carey, Alexis (2018-12-21). "Cult self-tanning company inks lucrative deal with US giant". news.com.au. Retrieved 2022-04-28.
  3. Simmons, David (2019-07-02). "How Bondi Sands embraced Australia to sell to the world". Business News Australia. Retrieved 2019-08-28.
  4. "The Leadership Team at Bondi Sands - Part One - Shaun Wilson & Jacob Muraca". Melbourne My Style. 2020-10-08. Retrieved 2022-04-28.
  5. "Bondi Sands to hit Walgreens in 2019". Inside Retail. 2018-12-11. Retrieved 2022-04-28.
  6. "Foamer for Bondi Sands Self-Tanning Product is Metal-Free, Recyclable". Packaging World. 2021-01-07. Retrieved 2022-04-28.
  7. "How Bondi Sands' Blair James built a global beauty empire". NZ Herald. Retrieved 2022-04-28.
  8. "Multimillion-dollar Tanning Empire Bondi Sands Launches SKINCARE Range". 2021-12-21. Retrieved 2022-04-28.
  9. News, Mirage (2018-12-10). "WALGREENS – BONDI SANDS TAN SECURES UNPRECEDENTED LAUNCH INTO USA RETAIL GIANT". Mirage News. Retrieved 2022-04-28. {{cite web}}: |last= has generic name (help)
  10. "Bondi Sands adds skin-care category as it expands beyond sunless tanning". Glossy. 2021-12-21. Retrieved 2022-04-28.
  11. "Bondi Sands Arkiver". Fredrik & Louisa (in Norwegian Bokmål). Retrieved 2022-04-28.
  12. "Why a Fake Tan Might Be Exactly What You Need Right Now". The Kit. 2020-04-22. Retrieved 2022-04-28.
  13. "This viral tanner changed the way I feel about self-tanning". TODAY.com. Retrieved 2022-04-28.
  14. "Bondi Sands to support Take 3 this Earth Month - Take 3 For The Sea". Retrieved 2022-04-28.
  15. Page (CMO), Rosalyn. "Why green is best for Bondi Sands". www.cmo.com.au. Retrieved 2022-04-28.
  16. "Australian Open and Bondi Sands team up for fun in the sun". ausopen.com. Retrieved 2022-04-28.
  17. "Bondi Sands celebrates 10 year anniversary". Beautydirectory. Retrieved December 29, 2022.
  18. "Bondi Sands revenue growing at 50pc a year: sale flyer". Australian Financial Review. 2021-02-01. Retrieved 2022-04-28.
  19. "How to not look like a ghost during your lockdown picnic". NZ Herald. Retrieved 2022-04-28.
  20. "We Tried: The Bondi Sands Pure Collection". Zoella. 2021-08-16. Retrieved 2022-04-28.
  21. "Bondi Sands partners with Quadpack to launch a new skincare range". Premium Beauty News. Retrieved 2022-04-28.
  22. "Bondi Sands Debuts New Skincare Package and Products". Packaging World. 2022-03-07. Retrieved 2022-04-28.
  23. "Kylie flaunts Bondi Sands tan". Professional Beauty. 2018-08-08. Retrieved 2019-08-28.
  24. Shatzman, Celia (2021-05-08). "Olivia Culpo Shares Her Self-Tanner Hacks and Beauty Secrets". The Hollywood Reporter. Retrieved 2022-04-28.
  25. Waters, Cara (2019-12-31). "'We're agile and quick': How Bondi Sands is successfully selling an Aussie tan". The Sydney Morning Herald. Retrieved 2022-04-28.
  26. Lancaster, Kate. "We Tried Bondi Sands' New Tan And This Is What Happened". ELLE. Retrieved 2022-04-28.
  27. "Tribe Dynamics: Australian Brand Bondi Sands Breaks into April's Top 10 Skin Care with Coachella Activation". Cosmetic Executive Women. Retrieved 2019-08-28.
  28. Simmons, David (2022-07-02). "How Bondi Sands embraced Australia to sell to the world". Business News Australia. Retrieved 2022-04-28.
  29. "Next's New £20 Bed Sheet That Protects From Fake Tan Stains Is Already Going Viral On TikTok". Grazia. Retrieved 2022-04-28.
  30. "Skincare and makeup companies supporting Australian wildfires". HOLA! USA. 2020-01-14. Retrieved 2020-02-18.
  31. Australia, Bondi Sands. "Celebrate World Earth Day". Bondi Sands Australia. Retrieved 2022-04-28.
  32. "The Winners of Allure's 2020 Best of Beauty Awards". Allure. 2021-09-15. Retrieved 2022-04-28.
  33. elliegoodman (2019-04-15). "Glosscar Awards 2019 Winners: Body". beautyheaven. Retrieved 2022-04-28.
  34. katiecarlin (2018-10-21). "Best in Beauty Awards 2018 winners: Editors' Choice". beautyheaven. Retrieved 2022-04-28.
  35. katiecarlin (2018-10-21). "Best in Beauty Awards 2018 winners: Body". beautyheaven. Retrieved 2022-04-28.
  36. "Bondi Sands Self Tan Eraser". beautyheaven. Retrieved 2022-04-28.
  37. "Fake tan awards 2015 – Which is overall winner? - Women's Health & Fitness". 2018-09-18. Retrieved 2022-04-28.
  38. "ABOUT BONDI SANDS – Shaun Wilson". Retrieved 2022-04-28.
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