Shoned Owen is the founder and CEO of Tanya Whitebits an award-winning Welsh self-tanning brand based in North Wales. Originally from Pwllheli, Shoned built the business from the ground up after identifying a gap in the tanning industry for products that delivered natural-looking colour without the stickiness, strong odour, or orange tones often associated with fake tan.
With a passion for beauty and entrepreneurship, Shoned began her journey in 2012 after qualifying as a professional spray tanning technician while balancing motherhood and full-time work. What started as a mobile tanning service soon evolved into a recognised beauty brand, with Tanya Whitebits becoming known for its cruelty-free, vegan-friendly, fast-drying and skin-loving formulas.
Over the years, Shoned has grown Tanya Whitebits into a respected Welsh beauty business stocked across salons and retailers, while also becoming a strong advocate for female entrepreneurship in Wales. Her achievements include recognition from the Great British Entrepreneur Awards, Network She Business Awards, Welsh Hair and Beauty Awards, Female Founder Beauty Industry Award and multiple national business features.
Alongside running the business, Shoned is passionate about mentoring and inspiring the next generation of entrepreneurs. She regularly supports enterprise initiatives, educational programmes and business events across Wales, including her work as a mentor and speaker for Big Ideas Wales and entrepreneurship events in North Wales colleges and communities.
Known for her resilience, honesty and determination, Shoned’s journey reflects the power of turning passion into purpose. Through Tanya Whitebits, she continues to champion confidence, wellbeing and Welsh female-led business on both a regional and national stage.