2000
The first studio
SoBe Tan opens on Arthur Godfrey Road with one airbrush gun and a conviction that the tan-in-a-can chemistry on the shelf wasn't good enough.
About SoBe Tan · Since 2000
Twenty-five
years of clean.
A Miami Beach studio. A six-ingredient formula. A tan that doesn't ask you to compromise on what touches your skin.
The timeline
Six ingredients didn't happen overnight.
2008
The first reformulation
We strip out FD&C dyes, then phenoxyethanol, then propylene glycol — every ingredient that didn't earn its place. The formula gets cleaner; the tan gets better.
2015
Dermatologist-recommended
Our six-ingredient base is reviewed by independent dermatologists. They sign off. So do our clients with sensitive skin, eczema, and pregnancy — for the first time.
2020
The pro line
We open the formula to other studios. The cleanest professional spray-tan solution on the market launches in salon-grade matte aluminum.
2024
Recyclable aluminum
Retail line moved to recyclable matte aluminum bottles — durable, plastic-free, salon-grade. The bottle has to earn its place too.
2026
The next chapter
A new site, a clearer story, the same six ingredients. We're not changing the formula. We're finally telling its story properly.
The thesis
We were tired of two-week tans that wrecked your skin. So we spent years building one that didn't — using ingredients you'd recognise from a kitchen, not a chemistry lab.
— Fabiola Trujillo · Founder
The people behind SoBe
A mother and son, doing the work.
Founder · The artist
Fabiola Trujillo.
— 25 years behind the gun
Fabiola opened the first SoBe Tan studio on Arthur Godfrey Road in 2000 — one airbrush gun, one conviction that the shelf chemistry of the time wasn't good enough. Twenty-five years later, she still sprays clients personally between formulation work, Academy cohorts, and the next product run.
If you've been tanned in the Miami Beach studio, you've been tanned by Fabiola.
Built · Runs · Spraying
- The studio at 762 Arthur Godfrey Rd
- The original 6-ingredient formula
- The Pro Academy curriculum
- Every spray tan in Miami Beach since 2000
Co-founder · Chemistry & build
Gabriel Oleas.
— Fabiola's son · made the line happen
Gabriel built the chemistry behind every SoBe formula — translating his mother's twenty-five years of muscle memory and ingredient intuition into a six-ingredient base that actually scales. The line you can buy online today exists because he made it possible to bottle it.
He also designs and builds the packaging, the website you're reading this on, and the GoldenHourHQ booking platform that runs the studio.
Built · Designed · Codes
- The SoBe Tan formula chemistry
- All retail + pro line packaging
- The website (this one)
- GoldenHourHQ · the studio booking platform
Twenty-five years of artistry, finally bottleable. The studio runs because Fabiola is there. The line exists because Gabriel built it.
The studio
Where it all happens.
Hours
Mon–Sat · 10am – 7pm
Sun by appointment
Address
762 Arthur Godfrey Rd
Inside The Roosevelt
Miami Beach, FL 33140
Book
Book a session