5 gradual tanners I’d recommend to my friends as a tan-obsessed beauty editor
My first true love in the tanning world? Gradual tanners. I still remember the magic of waking up in my teens to find my ghostly complexion transformed overnight into a golden glow, courtesy of the iconic tinted Dove moisturiser. From that day on, my life–and complexion–would never be the same.
Year later, I'm a beauty editor who counts fake tan as her desert island beauty product – you better believe I’ll be signalling SOS underneath the shade of a palm tree – so it’s no shock I’ve sampled every form under the sun: mousses, mists, waters, lotions, bronzing drops…
And I've decided: for any self-tan novices, gradual tan might be better than the best fake tan: essentially, a hint of bronze tint that builds over time. Think of it as a souped-up body lotion made up of equal parts body or face cream, plus tanning ingredients.
Gradual tan is "a great option for someone dipping their toes into self-tanning for the first time or those nervous about the process,” says tanning expert Jimmy Coco, who is responsible for Kim Kardashian's honey glow. With its sheered-out formula and light wash of colour, it delivers just enough tan to take the edge off milk bottle legs or impart a warm glow to dark skin without going overboard.
Intrigued? You should be. I’ve spent weeks testing the very best gradual tanners ahead of summer—so you don’t have to. Consider this your shortcut to glowing, bronzed skin with minimal effort. You’re welcome.
Featured in this guide:
Meet the experts:
- Marc Elrick – Tan Luxe Founder.
- Jimmy Elrick – Celebrity Tanning Expert.
- Jules von Hepp – Tanning Expert & Founder of Isle of Paradise.
- James Read – Tanning Expert & Founder of James Read Tan.
How I tested gradual tanners:
A few of the gradual tans in this lineup are long-time ride-or-dies that are yet to be topped. Those? I've been testing and re-applying for years. But for any new additions, I went full beauty editor mode—calling in samples, blocking out time, and giving each one a proper trial run.
I gave myself a full week with each gradual tan so I could see the whole journey: how it developed, how it faded, and whether it left me looking glowy or… slightly questionable. Every product was applied to freshly exfoliated, clean skin using a tanning mitt (non-negotiable), and put through its paces at least once.
I judged them on the things that actually matter: the smell, how easy and quick application and development was, how long the glow stuck around, and—most importantly—the final finish. Only five products made the cut.
Why you can trust me:
As a beauty editor who quite literally got a spray tan to give birth, I don’t take my glow lightly. I know exactly the kind of confidence a good faux tan can bring—and over the years, I’ve converted more than a few sceptics (friends, family, and yes, even unsuspecting strangers). “What do you mean you don’t wear SPF and you’ve never fake tanned? Please take a seat.”
Still not convinced? Let me take you back nearly a decade to my very first job as an editorial assistant, where I wrote a print first-person piece titled “My Love Letter to Fake Tan.” It even included multiple photos of me gazing adoringly at my favourite bottles. So yes, you’re in very safe (perfectly bronzed) hands.
Ahead, my edit of the 5 best gradual tans I'd recommend to my friends.
1. Best Gradual Tanner Drops: Pai Skincare The Impossible Hydrating Self Tan Drops
Why I love it: "I’ve always been slightly wary of facial tanning drops—often they’re patchy or break me out—but the Pai Skincare The Impossible Tan Hydrating Self Tan Drops are just right.
"I’ve been using a few drops mixed into my moisturiser every couple of days, and the result is exactly what I want from a face tan: soft, believable, and glow-enhancing rather than obvious. I’m also prone to breakouts, and since I swapped out my all over tanner for this, I’ve noticed the difference.
"What really stands out is how skincare-first it feels. It’s packed with hydrating ingredients like hyaluronic acid and aloe, so my skin actually feels better for using it—plumper, calmer, and never tight or dry. That said, it does require a bit of patience. If you want instant results, this isn’t it—and if you’re heavy-handed with the drops, it can catch slightly around drier areas or cling to pigmentation. It’s also quite subtle, so those after a deep, just-back-from-holiday tan may find themselves layering it up over a few days.
“But for those with sensitive skin who are after a natural, low-maintenance glow—especially on the face—it’s a guaranteed winner.”
- Pros: Skin-loving; 100% natural; organic; works on all skin tones.
- Cons: Takes time to see results.
More to know:
- Size: 30ml.
- Formula: Drops.
- Shades: One universal shade.
2. Most Hydrating Gradual Tanner: James Read Gradual Tan
Why I love it: "From the first application, it feels more like skincare than fake tan. The texture is rich and hydrating, packed with ingredients like hyaluronic acid and shea butter, so my skin feels genuinely nourished while developing a soft, golden glow.
"I especially love using gradual tans like this on holiday. I tend to stay out of the sun, so it doubles up as a kind of after-sun—keeping my skin hydrated while subtly building colour day by day, without any actual sun exposure.
"What really stands out is how inclusive it is. It’s designed to work across all skin tones, delivering a natural, believable finish rather than a one-shade-fits-all tan.The result is subtle and buildable—more “healthy, hydrated skin” than full-on bronzed—which makes it perfect for everyday wear or topping up an existing tan.
“That said, if you’re after instant gratification or a deep, dramatic tan, this won’t be enough on its own. It takes a few days to build, and like most gradual formulas, it can cling slightly to dry areas if you skip prep. But for a low-maintenance, skincare-led glow, look no further.”
- Pros: Smells great; easy to apply; skincare-infused.
- Cons: Pricey.
More to know:
- Size: 200ml.
- Formula: Lotion.
- Shades: One universal shade.
3. Best Under £10: Dove Lotion Visible Glow Dark
Why I love it: "This is the gradual tan that started it all—and years later, I still come back to it. There’s something so reassuring about a formula that feels like your everyday body lotion but quietly builds a believable, sun-kissed glow.
"It’s the ultimate low-maintenance option: you apply it like a moisturiser—no mitt, no precision—and over a few days, it develops into a soft, natural tan that enhances rather than masks your skin. Just remember to wash your hands after.
"It’s also one of the most affordable formulas out there, especially considering the generous 400ml size. I’ve lost count of how many times I’ve panic-picked it up in the airport before a holiday—as both a tan and an aftersun. I tend to spend the majority of my time in the shade, so this gives me hydration and that subtle, “I’ve been away” glow without any actual sun damage.
“Once an icon, always an icon.”
- Pros: super affordable; sinks in like a dream; super hydrating
- Cons: I struggle to think of any
More to know:
- Size: 400ml.
- Formula: Lotion.
- Shades: Fair to Medium, Medium to Dark.
4. Most Long-Lasting Gradual Tan: Bare by Vogue Tinted Gradual Tan
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Why I love it: "This gradual tan was one of the first products I ever tried from Bare by Vogue. I remember applying it before a last-minute work event and being instantly reassured by the guide colour—it gave my skin that immediate, sun-kissed warmth, which meant no guesswork and no anxiety about streaks. That first experience stuck with me, and in a very full-circle moment, it eventually led to me becoming a guest presenter for the brand on QVC.
"What makes it so reliable is that balance between instant gratification and long-term payoff. The tint gives you that initial glow straight away, but underneath it, the formula is quietly developing into a deeper, more natural tan over the following hours. It’s also surprisingly skincare-focused: ingredients like glycerin and vitamin E help to hydrate, while oils such as sunflower and grape seed keep the skin feeling soft and smooth rather than tight or dry.
"It’s rich without being heavy, and I’ve always found it easy to blend—especially compared to clear formulas where you’re essentially applying blind. That said, because it’s tinted, you do have to be a bit more mindful during application to avoid transfer before it fully sets.
“Still, it’s one of those products that feels both foolproof and confidence-boosting—especially from that very first application.”
- Pros: Guide colour offers instant glow; hydrating; smells lovely
- Cons: Takes time to really blend into the skin
More to know:
- Size: 50ml, 200ml.
- Formula: Tinted lotion.
- Shades: One universal shade.
5. Best For a Natural Glow: Three Warriors Natural Gradual Tan
Why I love it: "On day three of my weeklong commitment to this tan, I was already pleasantly surprised. Instead of the instant, more dramatic colour I was used to with my express mousses, I had a soft, natural-looking glow that built beautifully day by day. Even better, my skin—fresh off a particularly dry patch—looked and felt healthier.
"I also found it to fit effortlessly into my routine, and I was slathering it on in the morning and immediately getting dressed. The finish isn’t overly bronzed or artificial—it’s more of a soft, golden tone that looks like it could genuinely be mine.
"Part of what makes it stand out is the brand itself. Three Warriors is Australian-born, with ingredients largely sourced from Tasmania, and there’s a real focus on keeping formulas organic, vegan and free from the harsher chemicals you often find in self-tan. That ethos really comes through in the texture—it feels like skincare first, tan second.
“The ingredient list reads more like a moisturiser than anything else: aloe vera to soothe and lock in hydration, avocado and coconut oils for nourishment, and chamomile to calm the skin. Even the tanning agent itself is naturally derived DHA, which helps develop that believable, golden tone without tipping into orange territory. If you’re looking for something low-effort and genuinely skin-enhancing, add to your basket immediately.”
- Pros: Absorbs quickly; no transfer; skincare-first formula; lovely scent.
- Cons: Lightweight and skincare-focused means it can fade quicker than traditional tans.
More to know:
- Size: 150ml.
- Formula: Lotion.
- Shades: One universal shade.
More Gradual Tanners I Am Currently Testing:
Your Gradual Tanner FAQs, Answered:
What is gradual tan – and how does it differ from normal self-tan?
Gradual tan typically comes in gel and cream formats – whereas regular self-tans have a wide array of options, from sprays to creams and mousses.
Gradual tan also has a comparatively lower percentage of dihydroxyacetone (DHA), the active ingredient in tanning products, which causes a browning reaction on the skin. One application yields a subtle golden hue; two a slightly deeper bronze that you can build on with a third should you choose.
“This means you can apply it regularly in place of your existing moisturiser for a hydrated glow that builds over time,” says Marc Elrick, Tan-Luxe founder.
"Gradual tan is also a great way to maintain your existing tan and keep your skin hydrated,” he adds. “It’s suitable for both the face and body due to its weightless, lotion-oil hybrid formulation that glides on wherever it’s desired – steering well clear of 'tangoed’ territory.”
Does gradual tan actually work?
Yes, but there are pros and cons to gradual tans. One major pro is that building your colour slowly over several days means you have more control over the end colour. If, for instance, on day three you're happily bronzed, stop there and revert back to your favourite regular body moisturiser. If you fancy going a little deeper, carry on until you hit your sweet spot.
Jimmy says, “You can control your glow with a gradual tan by reapplying it as light layers for two or three days in a row until you reach the depth of tan that you want. Day one, the first layer looks like you’ve spent the day at the beach; the second layer on day 2 will leave your skin looking like you’ve been at the beach all weekend while the final third layer will give you a glow that will look like you’ve been away somewhere fancy and hot for a week."
Secondly, gradual tan is hydrating. Since lots of gradual tans are built-into moisturisers, it helps to counteract the drying effect some regular tans can have, leaving skin looking doubly glowy, healthy and hydrated.
Third? Your bed sheets and bathroom will thank you. The staining that goes into fake tanning can be enough to put lots of us off, but since there’s plenty of clear gradual moisturisers on the market, you won’t have to worry about waking up to the guide colour on your fresh sheets.
Lastly, it's easier to avoid stripes. If you’re slapdash at applying fake tan and regularly miss bits, a gradual tanner is much more forgiving. If you miss a spot one day, the likelihood is, you’ll catch it the next, which means you can keep streaks to a minimum. The key to avoiding streaks when using gradual tan with no guide colour, notes Marc, is to apply a liberal amount “that completely saturates the skin.”
The con… it's gradual. The clue is in the name, says Jimmy. “It’s gradual, so if you’re after immediate impact, this isn’t the tan for you." Want faster results? Check out our list of the best fake tan and best spray tans. Want something for your sensitive visage? Here are the best fake tans for your face.
What are the common mistakes when using a gradual tan?
“Over-applying self-tan can lead to product build-up on the skin, which often results in an uneven or patchy fade,” explains Read. “For best results, apply your self-tan over 2–3 consecutive days to gradually build your desired depth of colour. After around three days, gently exfoliate the skin to help the tan fade more evenly and maintain a smoother, more natural finish.”
READ MORE: The best fake tan remover – and how to remove fake tan in the first place.
How to apply gradual tan like a pro
Step 1: Buff away any dry patches with an exfoliator the day before
While you want to make sure you have a smooth canvas, “don't however use any moisturiser beforehand or products in the shower with oil in them,” says Jimmy.
Step 2: Use a velvet mitt for application
It will help make everything look much more seamless. However, since gradual tans are subtler, you can equally get away with applying with your hands (just make sure you rinse them afterwards to avoid orange palms).
Step 3: Always start above the ankles
"Work your way up to the heart and chest," recommends beauty expert and pro tanner Jules Von Hep. "Apply your tan in sweeping motions over the body – never circular – this ensures that product is distributed evenly for the most natural, even looking tan."
Step 4: Avoid applying gradual tan directly to ankles, feet and elbows
“These tend to be drier areas that pick up self-tan quickly, so they need far less product,” says Jimmy. “Sweep over these areas with the mitt after you’ve covered most of your body. And remember to clean between your fingers and across your knuckles with a damp cloth.”
When it comes to the face, Jimmy says that he prefers to use a large make-up brush or shaving style brush "for a natural application.”
