The line, on the record.

SoBe Tan was founded in 2000 by Fabiola Trujillo in a single airbrush studio on Arthur Godfrey Road in Miami Beach. Over twenty-five years she rebuilt the formula — stripping out the alcohols, FD&C dyes, fragrance, erythrulose, and propylene glycol that the rest of the category still uses — to land on a six-ingredient base.

The line launched at retail in 2024 in recyclable matte aluminum bottles. The studio still operates. Fabiola still sprays. Her son Gabriel built the chemistry, the packaging, the website, and the booking platform that runs the business.

• Founded: 2000, Miami Beach, FL
• Founders: Fabiola Trujillo (Founder, the artist) and Gabriel Oleas (Co-founder, chemistry & build) — a mother and son
• Formula: Six ingredients (water, aloe vera, DHA, sodium benzoate, potassium sorbate, caramel)
• Free from: FD&C dyes, parabens, phenoxyethanol, propylene glycol, alcohols, erythrulose, fragrance, silicones, PEGs, gluten, nuts
• Certifications: PETA Approved, Vegan, Cruelty-Free, dermatologist-reviewed
• Packaging: Recyclable matte aluminum, plastic-free
• Locations: One flagship spray-tan studio at 762 Arthur Godfrey Rd, Miami Beach, FL — plus retail at sobetan.com and via wholesale partners
• Channels: DTC retail, professional wholesale, in-studio spray tanning, Spray Tan Academy training

Fabiola Trujillo · Founder
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.

Gabriel Oleas · Co-founder, Chemistry & Build
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 scales. He designed the packaging, built the e-commerce platform you're on, and runs the GoldenHourHQ booking system that powers the studio.

Reach out to press@sobetan.com with your outlet, story angle, and deadline — we'll send a hi-res asset pack (logo, product photography, founder portraits, studio interior, lifestyle imagery) and brand guidelines within one business day.

Need it faster? Mention your deadline in the subject line.