Founder Story

THE FOUNDER: ELLY WICKS

After more than a decade living with sensitive skin and psoriasis, founder Elly Wicks knows just how difficult it can be to achieve that perfect golden glow.

Like many, she tried countless mousses, sprays and gels—only to find they clung to dry areas, leaving skin uncomfortable, patchy and far from the effortless tan she was searching for.

As a TV Presenter and MC, looking polished comes with the job. But wearing tans that created more problems than solutions simply wasn’t an option. Showing up to host events with irritated, uneven skin—or dark patches where tan had grabbed onto sensitive areas—felt frustrating and all too common.

Elly came to understand she wasn’t alone on this. When skin doesn’t cooperate, our first instinct is often to hide it. To cover up the areas we feel insecure about rather than celebrate them. But feeling good in your skin should never feel like a compromise. Elly realised tanning needed a more thoughtful approach—one that worked with the skin, not against it. Because looking good starts with feeling good.

So she created exactly that. A new kind of self-tan designed to support the skin while delivering a natural, even glow.

Her hope is simple: that tanning feels effortless and enjoyable for everybody. And if your skin is already glowing, EL-TONIC Tan is the perfect finishing touch.