Entrepreneur, News | September 12, 2025

Meet Peta Murgatroyd: The Visionary Founder Behind Peta Jane Beauty

Entrepreneur, News | September 12, 2025

By Adrienne Faurote, Fashion & Jewelry Director / Editor-in-Chief of Haute Time

Peta Murgatroyd, a professional dancer from Dancing with the Stars, transformed her frustration with streaky, subpar self-tanners into Peta Jane Beauty, a sunless tanning brand that’s taken the industry by storm. Partnering with a lab boasting over 40 years of expertise, she spent eight years perfecting formulas that deliver flawless, natural-looking tans for everyday wear or the spotlight, growing the brand by 5,000% in under three years with a cult following, including Hailey Bieber, and reaching over 200,000 customers through 100+ retail doors and a #1 ranking on TikTok Shop’s Bath & Body category in 2024. As a health-conscious mom and athlete raised under the Australian sun, Peta infuses her holistic wellness philosophy into every product, ensuring safe, hydrating, and radiant results that prioritize skin health, offering a streak-free, long-lasting glow for all.

Ahead, we sit down with Murgatroyd to discover her journey from captivating audiences as a professional dancer on Dancing with the Stars to founding Peta Jane Beauty, a testament to her resilience, creativity, and entrepreneurial spirit.

Meet Peta Murgatroyd: The Visionary Founder Behind Peta Jane Beauty Photo Credit: Courtesy of Peta Jane Beauty

HAUTE LIVING: Peta, your journey from a professional dancer on Dancing with the Stars to founding Peta Jane Beauty is inspiring. What specific challenges did you face in the self-tanning industry as a dancer, and how did those experiences shape the vision for your brand?

PETA MURAGTROYD: As a professional dancer, especially on Dancing with the Stars, I relied on self-tanning products almost daily. Under the bright stage lights and cameras, our skin tone needed to look flawless—no streaks, no patchiness, and definitely no products that would rub off on costumes or our partners :) But the reality was, many of the products I used were either too orange, had a terrible odor, or looked scaly on my skin. I was so frustrated. I wanted something that not only looked incredible under bright lights but also looked natural the next day in broad daylight. I wanted something that felt good on the skin—hydrating, easy to apply, and trustworthy for long wear. As a dancer, I learned discipline and attention to detail, and I made sure I brought all of this to Peta Jane Beauty. I spent 8 years creating these formulas and I’m so proud of them. They had to be perfect, no excuses. So in many ways, my career as a dancer shaped the vision for the brand—I knew firsthand what wasn’t working, and I was determined to create products that performers, professionals, and everyday people could count on to look and feel confident.

HL: Was this something you were always passionate about?

PM: Yes! I have always been passionate about tanning – and fascinated with it. I came from the ballet world where you weren’t allowed to tan. So when I entered the exciting world of ballroom dancing I wanted ALL THE TAN!! Haha I was OBSESSED and I went crazy on the fake tans, however I eventually figured out that natural was best! This is when I ditched the super dark tanning products and focused on creating my own line that would satisfy the most picky customer.

HL: Developing a self-tanning line over eight years with an expert and a lab must have been a meticulous process. Can you share a pivotal moment or breakthrough during that time that solidified your confidence in Peta Jane Beauty’s formulas?

PM: Yes, there were many breakthrough moments along the way…the biggest being when we figured out the exact formula that will NEVER MAKE YOU ORANGE. This was a huge, pivotal moment! This is accompanied by us finding the perfect/quickest drying time, and a way for the tan to come off your body evenly. It took years, but these are the main reasons why Peta Jane Beauty has been so successful.

HL: Peta Jane Beauty has achieved remarkable growth, with a 5,000% increase in under three years and a strong presence on platforms like TikTok Shop. How did you leverage your background in entertainment and your cult-following fandom to drive such rapid brand expansion?

PM: My background in entertainment gave me a unique advantage because I already understood the power of storytelling, visibility, and connection. Fans already followed my journey, my behind-the-scenes life so I feel like I had a loyal community. When I introduced Peta Jane Beauty I leaned into that and I let people see me using the products myself. Platforms like TikTok Shop were game changers because they thrive on real, relatable content.

HL: As a mom and health-conscious individual, you emphasize skin health and holistic wellness in your products. How do you balance creating safe, high-quality self-tanners with the demands of your multifaceted career, and what’s your process for ensuring every product meets your personal standards?

PM: My process is very hands-on. I work closely with our labs, test every formula on myself, and pay attention to how it looks, feels, smells, and wears over time. Creating safe, high-quality self-tanners is non-negotiable for me. I want people to trust that when they use Peta Jane Beauty, they’re getting something reliable and works how it’s supposed to.

HL: What have you learned the most about being an entrepreneur?

PM: I’ve realized that building a brand is less about having all the answers and more about being willing to listen—to your customers, your team, and even your own instincts. I am a very good listener and I love to make people happy!