This college recruitment season, Marq Labs’ b.tan, the brand behind a cult-favourite, vegan and cruelty-free sunless tanning range, went to one of the biggest events for Gen Z in the United States: sorority recruitment. Known for its bold and confident approach to self-tanning, b.tan has built a strong following with its glow your own way range, a best-selling sunless tanning line rooted in a philosophy of individuality, inclusivity, and confidence. The brand encourages everyone to define beauty on their own terms. With products ranging from ultra-dark mousses to gradual tanning lotions, b.tan has become the go-to brand for an effortless, streak-free glow.
The college tour made this philosophy real by getting involved with some of the most active sorority chapters, like Kappa Kappa Gamma, Delta Zeta, Delta Gamma, and Kappa Alpha Theta at the University of Alabama, and Kappa Delta at the University of Arkansas. Students could sample the brand’s full product range, experiment at custom “glow stations,” and create content for their own social media channels in a fun, low-pressure environment.
At the heart of the campaign was the launch of the b. ambassador program, a grassroots initiative designed to empower students to represent the brand authentically within their communities. Peer-to-peer recommendations are powerful for Gen Z, 63% say they trust friends and influencers over traditional marketing, and b.tan is tapping into that dynamic by turning students into micro-influencers who embody its bold “glow your own way” ethos. The campaign attracted over 380 new ambassador applications, marking a major step in expanding b.tan’s ambassador network while cementing its status as a brand built on authenticity, relatability, and fun.
