How To Fake Tan Like A Pro
I recently sat down with my friend James Read (tanning guru, brand founder and one of the most knowledgeable people in the industry!) to talk all things glow. From tanning Lady Gaga to creating the world’s first skincare-first self-tan, James has spent over two decades shaping how we see (and wear) a sunless tan. We chatted about his career, his new brand Self Glow, and, of course, his expert tips for getting, that flawless, golden finish.
Tell us about your career, James. When did you first fall in love with tanning?
My journey started 23 years ago at Debenhams Oxford Street, working for St. Tropez. One day, the in-store spray tan expert called in sick, and I stepped in for a celebrity appointment. That one unexpected moment changed everything. I gave the tan, the client left glowing, and something clicked. From that point on, I knew this was what I was meant to do. My life became extraordinary, I tanned for press events, red carpets, and icons like Rosie Huntington-Whiteley, Lara Stone, Kate Moss, Ellie Goulding, Gemma Arterton, Lindsay Lohan, Paris Hilton, Courtney Love, Jessie J, Rita Ora, and the legendary Mariah Carey, to name just a few.
After leaving St. Tropez, I took a leap of faith. With the support of Anna-Marie Solowij (former Beauty Director, British Vogue) I opened the world’s first standalone tanning boutique at Sanderson Hotel, London. It was more than just a space; it was a statement. We redefined the perception of spray tanning and elevate it to a luxury experience. Consulting followed with beauty powerhouses like, L’Oréal, Chanel, Garnier, Clarins, Guerlain, Sally Hansen, Fake Bake, He-Shi, and Tom Ford. But I didn’t stop there. I had a bigger vision: to elevate tanning to the same level of artistry and respect as makeup, hair, and nails. I partnered with brands to work backstage at fashion weeks around the world, bringing tanning into the spotlight where it belonged.
While building my brand name and mastering my craft, I was lucky enough to get to travel the globe, tanning talent for films, editorial shoots, fashion shows, and music videos. I’ve had the privilege of working alongside some of the most creative, inspiring individuals in the industry. These moments, and the people I’ve met along the way, have shaped not just my career but who I am. Tanning has never been just a job for me. It’s my passion. My purpose. My platform to innovate, inspire, and change the way the world sees beauty. For me, it’s always been about more than a glow. it’s about helping people feel truly seen in their skin.
How did you go from working with other brands to creating your own?
While working on the iconic Neroli Portofino campaign with Charlotte Tilbury, I realised I wanted my own brand. I began developing the concept with Anna-Marie Solowij by my side, someone who shared my vision. Then, out of the blue, an opportunity came through Twitter. An investor approached me, but they wanted me to put my name on someone else’s brand. I said no. If I was going to do this, it had to be my brand. To my surprise, they said yes.
In 2012, we launched the first self-tan developed by a tanning expert to truly fuse skincare and tanning, debuting the world’s first sleep mask tan. The brand went global overnight, winning 55+ awards.
Then came another first: The Studio by James Read, the world’s first standalone tanning studio, opened at Harvey Nichols. Inspired by the energy and spirit of Studio 54, it wasn’t just about a tan. It was about creating a space where people could look and feel truly alive.
After 13 incredible years, I found myself at a crossroads. I went to see The Tina Turner Musical, and at the end of the show, there was a moment that hit me hard. After four years of rejection, Tina released “What’s Love Got to Do with It?” her biggest hit, and one of the greatest comebacks in music history. I turned to my friend and said, “That’s going to be me.” The very next day, I made the decision to close the original brand and start again.
Inspired by a shift in beauty towards skincare-grade tans. With no investor or big budget, but a strong belief, I pitched to Pelham Manufacturing with my vision to launch Self Glow to SpaceNK, launching in May 2024. Then came another breakthrough, meeting Christian Kurtzke, the former CEO of Porsche Design and now part of Together Group, and Fergus Lawlor at Purple PR. Their support and guidance helped me refine the brand and stay focused, even when the road was tough. Months later, I met Hanna Coonagh from an investment company. She believed in me and gave me the opportunity I’d been waiting for. Now, a year later, we’re expanding to the US, Australia, and New Zealand, and I’ve created the first Glow Facial, now at Hotel Chelsea, New York.
What are the biggest changes you’ve seen in the tanning world?
Self-tan is now skincare-driven, with sustainable formulas and natural skin tints. Awareness of skin cancer has pushed people towards safe tanning. The future? Hybrid products combining SPF, DHA, and skincare benefits. Today’s consumer wants more than just a tan, they’re looking for a product that delivers everything you'd expect from luxury skincare, with the added benefit of a radiant glow. Personally, I wear SPF all year round. It's not just a seasonal step; it's a daily commitment to skin health.
What is the most common tan dilemma you get asked, and what’s the answer?
Patchiness usually from product build-up. My golden rule? Less is more. Layer gradually, exfoliate every 3–4 days and moisturise beforehand for even application. Use leftover product for hands and feet or try a mist for a seamless finish and an absolute game-changer for these areas.
If you’re using a mousse with a higher DHA content (8%+), apply your tan in light layers on the same day to build depth gradually. Then, around day four, begin gentle exfoliation to encourage a smooth, even fade. For gradual tans (4% DHA), I recommend applying for two consecutive days, then exfoliating lightly after three days to extend the glow without causing buildup.
What are your top at-home application tips? We all want to know how you tan those hard-to-reach parts!
Shave or Wax 24 Hours Before Tanning
Prep skin at least 24 hours before applying self-tan. Shaving or waxing too close to your application can lead to irritation or patchiness, so give your skin time to settle.Hydrate Before You Tan
Apply a lightweight moisturiser to your face and body 20–30 minutes before tanning. This creates a smooth, hydrated base that helps the tan glide on more evenly, develop richer in colour, and last longer. A well-moisturised canvas is the secret to a seamless glow.Facial Appointments First
If you’re planning a facial, schedule it at least 24 hours before applying your tan. Treatments like peels or deep cleansing can affect how your tan develops.Tanning Your Back? Get Creative
No tanning partner? No problem. Take a wooden spoon, slide your mitt over the end, and secure it with an elastic band. You've got your very own DIY back applicator!Post-Tan Facial Boost
After your tan has developed (especially on the face), apply a hydrating sheet mask the next day. It helps refresh your skin, lock in hydration, and boost your glow. I'm personally obsessed with Medik8 sheet masks, they work beautifully with self-tan.Hands & Feet - Less is More
Always leave your hands and feet until last. It ensures a natural fade and avoids overloading these more absorbent zones.Back of the Legs? Double Up
The backs of the legs can be tricky; they don’t always hold tan as well. Apply an extra light layer here to ensure even coverage and deeper colour payoff.Brush Your Teeth First
If you’re tanning before bed, brush your teeth before applying your tan. This prevents the dreaded "white top lip" that can happen if you brush after and splash water on your face.Moisturise Daily, Exfoliate Smart
Moisturise every day! Then around day 3, start gently exfoliating to encourage an even fade. This helps avoid patchiness and preps your skin for the next glow-up.
If you have a tanning disaster, i.e. patchy areas or the dreaded tango hands, what hacks do you have for an emergency remove?
Steam rooms for 10-15 minutes loosen tan for easy removal. No gym? Use AHAs/BHAs. For over-tanned elbows, try lemon halves, for ears, a warm citrus compress. Mix equal parts lemon and lime juice with a splash of water. Soak a flannel in the mixture and warm it in the microwave for 30 seconds (ensure it's not too hot). Gently press the compress onto the ears for a few minutes, then rub softly to lift the tan.
A professional tan eraser mousse also works wonders. Or an oil-based cleanser can also be incredibly effective. Apply generously to dry skin, leave on for 5–10 minutes, and rinse off in the shower using an exfoliating mitt. Repeat as needed.
Let’s talk about your brand, Self-Glow.
Self Glow is 23 years of experience, passion, and innovation – bottled. Skincare-first tanning with inclusive, sustainable formulas. I spent years researching, diving deep into skincare science, exploring everything from fermented actives to cutting-edge biotech ingredients, natural skin tint ingredients like Cacao extracts. My mission was clear: to create the world’s first skincare-first sunless tan. A formula that nourishes like a luxury serum, works beautifully across all skin tones, and delivers a radiant, natural-looking glow you can build your way.
The packaging, inspired by my Italian heritage, is as considered as the product. I collaborated with close friends to design something truly special, drawing inspiration from a 1949 photograph by Ralph Crane of a couple gazing out of a window in Capri. Each arch in the design is a memory from my childhood, a nod to moments that shaped me. Because to me, beauty is made of moments. And Self Glow is about capturing those moments and turning them into something you feel, not just wear. The sun on the bottles is speaking to you, as each product mimics the efforts of the sun, to natural warm the skin.
From the start, my goal was to reinvent what sunless tanning feels like. When you use Self Glow, it doesn’t feel like self-tan, it feels like part of your skincare ritual. It’s seamless, sensorial, and sophisticated. You don’t want someone to say, “What tan are you wearing? “You want them to say, “You look incredible,have you been away?”
I’m currently working on even more advanced technology, because innovation never stops. My mission has always been to change the perception of sunless tanning. With Self Glow, we’re not just creating tans. We’re redefining beauty, one glow at a time.
What product should a first-time tanner buy from your range and why?
Our new Golden Nights Sleep Repair Tan Drops — skincare-powered glow that works overnight, improving skin texture and even promoting better sleep. Just add a few drops to your favourite night cream and wake up glowing. But what makes them even more special is the science behind them: powered by plant-based stem cells and cutting-edge ingredients like Synchronight™, they help reduce the appearance of fine lines by up to 27% over 28 days and even promote better sleep by 87%. When I ran out during testing, I was genuinely upset, my skin had never looked so radiant, I now can’t stop using it.
Also, First Light TT Serum for instant hydration and glow, and Endless Summer Gradual Tan Moisturiser for a subtle, skin-loving tan.
What product should a tanning pro buy and why?
Sunrise to Sundown Tinted Tan Serum — instant tint with cacao extract, no synthetic colour guide, no transfer, and fades like a real tan.
How does fake tan make you feel?
Confident, healthy, and like the best version of myself. It’s not about changing who you are — it’s about enhancing how you feel in your own skin. I believe everyone deserves to feel that way. It's self-care, self-expression, and self-confidence all bottled into one.
Recommended Products:
Obviously, I want to share my favourite James Reed products with you first, because honestly, they’re genius:
Packed with rose water and skin-loving actives, it hydrates while giving you the most natural, buildable glow. I love spraying it over makeup for that just-back-from-holiday finish.
A proper beauty sleep product. You simply add a few drops into your night cream, and by morning, your skin looks more even, radiant and beautifully golden. It’s glow and skincare in one.
Think of this as your everyday body lotion – but better! It hydrates, smooths, and gradually builds the perfect sun kissed shade.
And if here are some other tanning heroes that always deliver:
This is basically makeup for your body. It gives the most flawless, filtered finish and washes off at the end of the day. Perfect for weddings, nights out, or when you want instant legs-for-days vibes. (They also do a brilliant kabuki-style brush that makes application seamless).
If you’re after speed, this one’s for you. It develops in as little as an hour, giving a natural, golden glow without the wait. Perfect for last-minute plans when you need to fake that holiday tan, fast.
This has become a cult favourite for its lightweight formulas and beautiful, wearable tones. The mousse melts in like a dream and gives such a flattering finish.
The OG that started it all. Easy to apply, streak-free, and still one of the best out there for a natural glow that suits all skin tones.
If you’re more of a slow-and-steady tanner, this skincare-led gradual formula is brilliant. It hydrates while building a soft, sun-kissed glow you can control.
How amazing was that chat with James?! He reminded me that tanning isn’t just about looking bronzed… it’s about feeling confident, healthy and radiant in your own skin. Whether you’re reaching for a gradual glow, an instant hit of body blur, or investing in a skincare-first formula like Self Glow, the right tan can instantly lift your mood.
So, here’s to never having to rely on the British weather for a bit of sunshine!
Love,
Lisa xx