Iconic sun-care brand Bain de Soleil will see the light of day once more.
That’s the word from product manufacturer and distributor MY Imports USA Inc., which has entered into an agreement to acquire the discontinued brand and plans to return its products to the market in 2025.
“We are extremely excited to bring Bain de Soleil back to consumers,” says its CEO, Fahim Ibrahim. “We’re not only preserving what made Bain de Soleil special but also evolving it for today’s market, ensuring it meets both modern lifestyle and environmental standards.”
Introduced in the 1970s, Bain de Soleil “for the Saint-Tropez tan” defined luxury sun care, with advertisements evoking decadent, sun-soaked French Riviera vacations. The SPF 4 Orange Gelée tanning gel was its standout product with a rich, silky texture, summery tropical aroma, and orange hue that left skin glistening with a bronze glow.
Though the brand had a loyal fan base, it waned in popularity over the years as awareness grew about the need for enhanced UV protection. In the 90s, the brand updated Orange Gelée with SPF 8, 15, and 30 versions.
Bain de Soleil’s parent company Bayer discontinued the product line in 2019, setting off a global uproar with all remaining Orange Gelée inventory selling out practically overnight.
Since then, secondhand and expired metal tubes of the iconic product have sold online for up to $500. Manufacturers scrambled to reproduce its look and feel, with the most notable dupe by Vacation Inc.
Ibrahim says that by the second quarter of 2025, his New Jersey-based company plans to not only re-introduce Bain de Soleil’s renowned sunscreens and self-tanners, "maintaining the original formulas and scents that loyal consumers have cherished," but roll out new SPF lip balms, reef-friendly products, and hair care as well.