Sunless, Inc. Repositions as INNOVÉ Beauty & Wellness

MACEDONIA, Ohio--(BUSINESS WIRE)--Sunless, the leading premium manufacturer and marketer of spray-tanning equipment, solutions, and self-tan skin-care products, has announced today that it will now operate under the name INNOVÉ Beauty & Wellness as part of its strategic repositioning. This shift reflects the company’s expanded focus within the beauty and wellness space. INNOVÉ Beauty & Wellness serves as an overarching brand, bringing together a portfolio of globally recognized brand names under its umbrella, including Mystic, Norvell®, VersaSpa®, and WELLFIT™ Skincare Solutions, which deliver full-body skin care in minutes.

The renaming reflects the company’s growth and dedication to staying at the forefront of the beauty industry, with a forward-looking approach to customizable beauty solutions. Through INNOVÉ Beauty & Wellness, the company will continue to deliver innovation, skin-enhancing wellness and aesthetic solutions that inspire confidence for every skin type and tone.

The INNOVÉ Beauty & Wellness name was strategically chosen to align with the pioneering principles that have defined the company since the inception of its formulation and engineering technology. This commitment is further captured in the new tagline, “Where Science Meets Beauty and Technology.” The rebrand introduces a redesigned visual identity, an enhanced digital experience and a strengthened focus on AI-driven beauty technology. The transformation reinforces the company’s mission to empower consumers with intelligent, scientifically supported beauty solutions tailored to their individual needs.

“As consumer lifestyles evolve, so do their expectations for beauty and wellness solutions that are fast, efficient, results-driven, and accessible,” said Randy Zeno, CEO of INNOVÉ Beauty & Wellness. “INNOVÉ is committed to staying ahead of these shifting needs—delivering innovative, time-saving products and experiences that seamlessly fit into modern routines and empower confidence.”

For more information or to set up an interview with Mr. Zeno, please email Edwige Buteau at ebuteau@goodmanmedia.com or InnovePR@goodmanmedia.com.

About INNOVÉ Beauty & Wellness

INNOVÉ Beauty & Wellness is the premier leader in full-body skin care and spray tan solutions and the power behind the best-known brands — Mystic, Norvell®, VersaSpa®, and WELLFIT™. These brands collectively account for over 18 million spray treatments annually, provided by more than 7,000 salons, fitness clubs, spas, and professionals worldwide. Founded in 2000, INNOVÉ Beauty & Wellness is a portfolio company of Castle Harlan and Branford Castle, with its headquarters in Macedonia, Ohio.