From the Dance Floor to Target Beauty Studio: Peta Murgatroyd Brings Self-Tanning (and Confidence) to Guests

It really started with my own frustrations. While I was dancing on Dancing with the Stars, I was self-tanning every week and constantly searching for a product that looked great under stage lights and on camera. Everything I tried seemed to make me orange, feel sticky, smell bad or fade unevenly. One brand would have amazing color but a terrible smell, or vice versa. There was nothing that could do everything.

I remember thinking, “There has to be a better way.” I wanted a tan that would look incredible on stage but also look natural when I was meeting friends for coffee. In 2015, I partnered with a tanning expert and an experienced lab to start developing what eventually became Peta Jane Beauty.

Absolutely. There were already products designed specifically for bodybuilders or dancers who wanted a very dark tan. What I felt was missing was a product that could do everything well.

I wanted beautiful color, a pleasant scent, quick drying, a comfortable feel on the skin that wasn't sticky, and for it to fade evenly. So I was on a mission to combine all of these features into one product.

It was a passion project. It sounds corny, but what I ultimately had was a vision and a dream. I told myself, if anybody's going to do it, it's going to be me. I have the experience, and all the years of trying so many tanners ultimately gave me the leverage I needed.

What also kept me going was the feedback. I gave samples to friends and family, and when people consistently came back saying the color looked natural and the scent was amazing, I knew we had something special. That gave me the confidence to keep building and eventually bring together the team needed to grow the business.

One challenge was proving that this wasn't simply a celebrity name on a bottle.

I wanted people to understand that I was deeply involved in every step of development. I tested countless formulas, worked alongside chemists and paid attention to every detail, from the color to the packaging and spray performance. I wanted to be recognized as a businesswoman and founder, not just a dancer.

The other challenge was that every improvement affected something else. You could perfect the color and then realize the dry time wasn't right. We kept refining until we achieved the five essentials: color, scent, feel, dry time and fade.

We refused to settle for just one benefit. For us, success meant delivering all five essentials together. We also built the brand around real-life routines. Whether someone wants a full tan with the mousse, a quick touch-up with the mist or a gradual glow through daily body lotion, there's an option that fits their lifestyle.

Personal stories surprise me most.

People don't just tell me they like the color. They'll say they finally felt confident enough to wear shorts to an event or that their partner complimented how good the product smelled. Those messages make all the hard work worthwhile because you realize you're helping people feel better about themselves.

Preparation is everything.

I always recommend exfoliating and shaving about 24 hours before applying self-tanner. Then moisturize only the driest areas, like elbows, knees and ankles, before applying your product. If you're new to self-tanning, start with a gradual body lotion or gradual face lotion. They're buildable, easy to control and help you become comfortable with the process. If you're looking for a full, event-ready tan, then a mousse is a great next step.

Honestly, it makes me emotional.

This brand started as a problem I was trying to solve backstage while balancing a demanding career, raising three boys and learning how to build a business. To now see Peta Jane Beauty on a Target shelf feels like a full-circle moment.

The Target logo was actually on my vision board for years. Seeing that dream become reality is incredibly meaningful.

Online has helped us build an amazing community, but self-tanning can still feel intimidating for someone who has never tried it before.

In Target stores, guests can see the products side by side, compare formulas and learn about different routines. The in-store experience makes beauty discovery feel more approachable and helps guests feel confident about their purchase. Then Target.com and the Target app make it easy to reorder their favorites.

I think we're aligned in making beauty feel approachable.

Target guests are already discovering trusted products and exciting new brands. Peta Jane Beauty delivers professional-looking results in an easy-to-use format, which fits naturally into that experience.

As a busy mom, I also appreciate the convenience. Guests can shop for laundry detergent and snacks and discover prestige beauty products during the same trip. That combination of accessibility, education and convenience makes Target a perfect partner for us.

Target Beauty Studio gives emerging and prestige brands a platform without making beauty feel intimidating or exclusive.

That's exactly what I want Peta Jane Beauty to represent: elevated performance that's easy to understand and easy to fit into everyday life. Target is helping bring that story to people wherever they shop, whether it’s in store, online or through the Target app.