THE BRONZE AGE

Self-tanning just got intelligent. This summer, it's all about packing on the nourishment and mimicking the sun's kiss – with skincare benefits and even luxury scents

- REPORT: MELANIE MACLEOD

For self-tan devotees, a golden glow just isn’t enough this year. We're demanding more from our DIY tanning rituals, seeking skincare benefits and fragrance-worthy scents as well as a sun-kissed glow.

Tanning guru James Read, who overhauled his brand last year to reflect the changing desires of sunless tanners, acknowledges that outdated, perfunctory formulas no longer cut it, and that a more natural, skin-centric approach is leading the way this season.

"Tinted tans are set to take centre stage in 2025, offering skincare-first formulas that instantly warm the skin with a natural, sun-kissed glow," he says.

"They create the perfect 'barely there' tan, delivering a radiant warmth that feels effortless and luminous. It’s about achieving that just-come-from-the-sun look, rather than bold, dramatic bronzing."

St Tropez’s senior brand manager Sara Leow confirms that a natural-looking tan is the top trend, with skincare benefits high on the list of demands for this year's glow-seekers.

"These products offer a customisable, buildable glow, deeply nourishing the skin with powerful ingredients," she says.

SKIN IS IN

“The new formulas provide a seamless, long-lasting glow while nourishing, enhancing and protecting, giving you glowing skin that’s as healthy as it is radiant,” James Read says.