20 Best Fake Tan Products for Long-Lasting Glow
Hannah Coates and Tracy Achonwa
This accountability from the tanning industry is encouraging, agrees Gemma Jones, brand trainer at Esthederm Institute. “Especially since scientific research shows that irresponsible and unprotected exposure to tanning can ultimately have consequences ranging from premature photoaging to skin cancer.” That said, Jones is quick to acknowledge that “there is and will likely always be a strong consumer-driven desire to look tanned and have a tanned glow because it looks healthier.” Isle of Paradise founder Jules von Hepp, who has always had a diverse clientele in her tanning booths, felt it was “absurd” for a brand to create a product that excluded people of color. “Unfortunately, this idea was created in marketing campaigns in the 1990s and 2000s by self-tanning brands that only targeted lighter skin tones. Now, with TikTok and Gen Z leaning into #BlackGirlTanning, it’s clear that the idea that self-tanning only works for certain skin tones is becoming obsolete.”
Another element of self-tanning that is falling out of fashion is the formula that dries out old skin. A new generation of inclusive self-tanning products will focus on moisturizing and rival their skincare cousins. James Reid, one of the stalwarts of the tanning industry, recently launched his latest brand, Self-Glow. To cater to all skin tones, he ditched synthetic pigments and used cocoa extract as a natural color guide. “This is something I discovered after years of testing on multiple people of different ages, skin colors and skin types. It naturally adapts to all skin tones and takes away any grey tones from the skin while giving it a warm glow.” His moisturizing and brightening biased ingredients list also includes hyaluronic acid, squalane, kakadu plum, vitamin E and aloe vera, all unheard of in previous products. But according to Reid, it’s not just the formula that needs rethinking. If he’s right, we won’t be using the word “tan” anymore. “Tanning trends are leaning more towards glowing and brightening the skin rather than physically altering and transforming the skin. That’s the main reason my brand is named Self Glow. My hope and end product is a natural warmth and glow to the skin, not altering it.”
Alison Hogg, founder of Vita Liberata, agrees that this distinction is important: “There’s a common misconception that self-tanning is just for tanning your skin, but this isn’t true. Self-tanners can also be used to even out skin tone and pigmentation, and they also create a base glow that helps counteract contrasts. In winter, darker skin tones can look pale and lackluster, but a little self-tanner can help restore your natural warmth and glow.”
