TanTowel was incorporated in 1998 by Australian-born Lori Braun, the president and owner. Lori´s dream to create the ultimate self-tanning product came true with her creation of the patented process of the tan towel which she started researching in Melbourne, in 1997. Lori´s desire to produce a product that would provide a healthy, natural looking glow that was simple to apply, odorless, no mess, and would not streak, brought her to the United States.