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No selfie-respecting Instagrammer would be caught dead without a hint of natural-looking bronze, though they’re not above getting a helping hand with achieving it.

Fake tan sales have risen 38.8% to £20.9m on volumes up 22.1% over the past year - the greatest percentage growth in a buoyant year for the skincare category, which returned to growth for the first time in three years [Kantar Worldpanel 52 w/e 3 January 2016]. Suncare, however, remained in the shade.

So, how are artificial tanning products continuing to gain favour? And what can be done to brighten up suncare’s future?