Our Story

As someone who used tanning products, I often felt they weren’t designed with men in mind. They either smelled awful, felt greasy, or produced a tan that was too dark, brown, or—worst of all—orange. Even the packaging seemed exclusively aimed at women. I would often find myself trying to discreetly grab a product off the shelf, shoving it into a bag as quickly as possible to avoid drawing attention.

These frustrations led me to dive into the growing Men’s Grooming sector. What I found was fascinating - men are paying more attention to their self-care than ever before, and the market is rapidly evolving to meet this demand. But there was still a glaring gap when it came to tanning products specifically tailored for men.

This realization coincided with some alarming statistics: last year, Australia saw 18,000 cases of melanoma, with men being particularly at risk—10,600 of those cases were in males. It was clear that safer alternatives to sun exposure were urgently needed.

And so, ‘HE Australia’ was born—a premium Australian-made and owned brand designed for men who want to look and feel their best. Our debut product, the Men’s Luxury Tanning Foam, is the answer to those frustrations.

Crafted in Melbourne, our formula is simple, no-fuss, and fast-absorbing, giving men a natural, healthy bronze glow year-round. It has a fresh cologne scent and is enriched with hydrating and nourishing ingredients like aloe vera, green tea, argan oil, and Vitamins E & B5, ensuring your skin feels as good as it looks.

The tan itself is light in colour, developing gradually so you can control how bronzed you want to be. The irony? It’s designed to look so natural; no one will even know you’ve applied it—unless you want a darker tan, in which case you can simply reapply for a deeper glow. Best of all - there’s no orange in sight!

We hope you love HE Australia as much as we’ve loved creating it, and we can’t wait to introduce you to more exciting products in the near future.

— Brad, Founder