If the phrase ‘fake tan’ brings back high school memories of streaky legs, orange bedsheets and that funny biscuit smell, we don’t blame you for wanting to steer clear.

But, whether you love it or hate it, we’re here to tell you that the faux glow is back in the form of the gradual tanning movement.

Feeling good in your own skin plays such an important role in fostering self-love and confidence – and sometimes having a sun-kissed glow is the cherry on the cake (especially when you don’t have to venture abroad to get it).

So, if cultivating the ultimate self-care routine is on your list of to-dos in 2023, then jumping on the gradual tanning hype is the perfect place to start…

When beauty experts start weighing in on a trend, you know it’s something to keep your eye on. So, when we got wind that gradual tanning is having something of a renaissance, we were keen to get the low-down.

“While not a new phenomenon, gradual tanning has undergone something of a revolution over the last few years,” says freelance beauty editor Morgan Fargo.

“Patchy, orange-toned biscuit-smelling formulas have been replaced by innovative serums, oils, waters, mists and creams, all designed to create a wide shade range of nuanced and natural-looking tans.”

Melissa Austin, editor of Beauty Answers, concurs, also noting the trend favouring a more genuine-looking tan. 

“Over the last year, we have seen a rise in more natural-looking beauty trends and gradual tanning certainly fits into this,” says Austin.

“We’re beginning to embrace beauty in more natural forms which means ultra-dark, fake-looking tan is out and a natural-looking glow is in. Gradual tan gives a more natural look than an instant tan and is something that can easily be worked into your daily beauty routine with ease.”

Or maybe it’s just the perpetually British weather that’s got us craving some semblance of sunshine.

“I think we’re all just desperate to have that sun-kissed, summer look all year round – especially when the weather just seems endlessly dull and rainy,” adds freelance beauty journalist and copywriter Lucy Partington.

“Nothing beats the feeling of having a golden, healthy-looking glow that’s effortless to achieve.”

One of the main concerns people express when choosing to fake tan is that they’ll end up with a colour that looks too dark and unnatural.

Thankfully, this isn’t something you need to worry about with gradual tan because it’s buildable, meaning you have more control over the intensity of your resulting colour.

“Slow-tanning and gradual tan allow you to build your desired tan as you wish,” says Nicole Currie, Dove’s Brand Manager. 

And it turns out there’s some science behind it too.

“Depending on the level of DHA – the chemical responsible for changing the colour of the skin in the gradual tan – the colour can appear after two hours and with continued use, builds over time. You can also increase the intensity or space of applications, to get and maintain your preferred tone,” says Currie. 

“Gradual tan is much easier to control,” adds Partington.

“You’re less likely to make mistakes because the colour isn’t as immediately obvious – as its name suggests it’s more gradual, so it takes a few applications for it to become noticeable.

“The other benefit of using a gradual tan is that the formulas tend to be more moisturising and less drying, so they double up as a body hydrator too.”

A moisturised, glowing complexion with a colour intensity that we can control? Count us in.

When it comes to choosing the right tan, whether a lotion or a mousse product is your best bet is hotly debated in the beauty world.

Luckily, we’ve got an expert from the UK’s No 1 gradual tanning brand* to break things down for us.

“Dove’s Summer Revived Self-Tanning Body Lotion works like your daily moisturiser, for a dose of hydration and a customisable self-tan that you control,” explains Currie. 

“Formulated with expert ingredients like glycerin, aloe vera and pro-lipids, it’s a tanning lotion that delivers up to 72 hours of moisturisation and deep nourishment for your skin”.

Sounds good to us, but what if you’re looking for something a little more lightweight?

“Dove’s lightweight gradual tanning mousse has a nourishing formula to give you effective hydration, while you build your self-tan,” Currie tells Stylist. 

“Formulated with hydrating glycerin and 100% naturally derived DHA, this tan mousse helps your skin retain moisture, leaving it feeling beautifully soft, with a natural-looking glow.”

It’s also a good idea to consider your personal preference and level of skill when it comes to choosing the right tanning formula for you.

“For anybody not that confident with application, a mousse is probably better as they’re easier to apply and blend, while a lotion is likely to take a bit more time to ensure it’s seamless,” says Partington.

And it turns out our experts are all on the same page.

“Tanning mousse is perhaps the easiest tan to apply and sometimes tends to have a stronger colour payoff,” notes Austin.

So if you’re still unclear: opt for lotion if you’re after ultra-moisturised skin and you’ve got some gradual tanning prowess, and opt for mousse if you’re a newbie and want something that’s a little more lightweight and beginner-friendly.

So, now you know why gradual tanning is such a hot topic, why it differs from instant tan and whether to go for a mousse or lotion formula. But what about some tanning tips?

We grilled our experts for those too…

“The easiest way to incorporate gradual tan into your daily beauty routine is to swap out your usual moisturiser with a gradual tanner,” advises Austin.

“This will both moisturise the skin and deposit colour. Once you’re out of the shower and your skin is dry, apply the gradual tanner and allow it to dry – just as you would with a usual moisturiser.”

Lucy Partington’s top tip is one that might sound like common sense but often gets overlooked: never forget the face and neck.

“It sounds obvious but it’s so easy to just smother your limbs with product and forget about the bits you can’t see without a mirror.

“So always remember to lightly take the product up your neck, and choose a product specific for the face to ensure you have a seamless blend from head to toe,” advises Partington.

And if you’re desperate to avoid the mistakes of your teenage past, you’re going to want to get scrubbing.

“The key is to exfoliate regularly to maintain the even tone of the tan,” says Fargo.

“Instead of hanging on as long as possible to maximise the colour, exfoliation helps to keep the shade even while it fades, which is important as the pigment in tan can hold onto patches of dry skin.”

You’ll also be pleased to know that gradual tan can be a great make-up enhancing product. In fact, it’s one of Morgan Fargo’s go-to beauty hacks for achieving skin that looks healthy and radiant.

“I find that facial tanner minimises the amount of foundation or concealer I reach for when getting ready. Much like on holiday, my skin looks healthier, happier and brighter.”

As the No 1 gradual self-tan brand in the UK, Dove gives a healthy glow when you need it. Turn to the Summer Revived Self-Tanning Body Lotion for 72 hours of deep moisturisation and a natural-looking bronze glow or opt for the Summer Revived Gradual Self-Tan Body Mousse for 48 hours of moisturisation and a streak-free tan. 

*Source 2022 NielsenIQ data, Value Sales, Unit Sales, Gradual Self Tan (client defined) w/e 01.01.2022