Don't Want People to Know Your Tan Is Fake? Let Me Introduce You to These 9 Gradual Self-Tanners
Shhh, nobody has to know.
I've said it before, but I'll say it again: Self-tanner doesn't have to look fake, people! IMO, we've entered a golden age when it comes to the glow-inducing product. There are now so many great self-tanning products out there that never look streaky, orange, or patchy. We have evolved, and I couldn't be happier about it.
I'll admit that as a Brown woman, I don't use self-tanner too often, but there is one particular type of tanning lotion that I do use to give my sensitive skin a natural summer glow year-round. IMO, gradual self-tanner is the way to go. It provides all that without making me look like a melted orange popsicle. Lux Unfiltered founder Sivan Ayla also gets it. She has nothing but a five-star review for gradual self-tanner. "Gradual is different from other self-tanning formats in that the tan builds slowly with every application," she says. "To me, a gradual is the perfect way to enter the self-tanning world if you’re new or intimidated by the process. If you’re simply looking to maintain a subtle and healthy dose of color daily, a gradual is the way to go."
Both Ayla and I have picks to share when it comes to the best gradual self-tanners. For our faves, along with highly reviewed other options, keep scrolling.
The Best Gradual Self-Tanners, at a Glance
- Best Overall: Lux Unfiltered N°32 Hydrating Gradual Self Tanning Lotion
- Best Multipurpose: Bondi Sands Everyday Gradual Tanning Milk
- Best Scent: Tanologist Hydrating Gradual Tan Lotion
- Best Hydrating: St.Tropez Gradual Tan Classic Daily Firming Lotion
- Best for Dull Skin: Luna Bronze Glow Gradual Tanning Moisturizer
The Best Gradual Self-Tanners of 2025
Best Overall: Lux Unfiltered N°32 Hydrating Gradual Self Tanning Lotion in Santal
Pros: Can replace your regular body cream, infused with hydrating oils that boost your skin's natural glow
Cons: Has a distinct smell
Size: 6.8
Key ingredients: Shea butter, avocado oil, squalane
Our best overall pick is none other than Lux Unfiltered's N°32 Hydrating Gradual Self Tanning Lotion in Santal. "I personally prefer a gradual for day-to-day tanning since it's so low maintenance," says Ayla. "Our N°32 gradual replaces your regular body cream since it’s hydrating while also building your color, which eliminates any additional steps in our already lengthy skincare routine." Not only does this have skin-loving ingredients, but it also has an undeniable woody scent.
Customer review: "Omg!!! I have absolutely loved using this as my daily moisturizer. Used with their other tanning products this has completely made my self-tan stay much longer. I always feel like I have a fresh tan!! Love!"
Best Multipurpose: Bondi Sands Everyday Gradual Tanning Milk
Pros: Dual-action formula that acts as a hydrating daily lotion and gradual self-tanner, nourishes dry skin, works quickly
Cons: Can appear orange if you use too much at once
Size: 12.68 oz
Key ingredients: Aloe vera and vitamin E
This dual-action formula from Bondi Sands acts as a hydrating daily lotion and gradual self-tanner in one. It contains nourishing ingredients like aloe, vitamin E, and cocoa butter to wrap skin in hydration while slowly giving you a glow over time. It also has a subtle shea butter scent that users love.
Customer review: "LOVE this product! Gets you tan in about 2 uses so it's perfect for maintaining a tan or building a natural-looking tan for the weekend! Doesn't get dark and crusty on the elbows or the knees, blends great and gives a perfect not orange tan!"
Best Scent: Tanologist Hydrating Gradual Tan Lotion
Pros: No tacky residue, lightweight, buildable, dries quickly
Cons: May not be suitable for sensitive skin
Size: 8.45 oz
Key ingredients: Squalane, hyaluronic acid, sweet almond oil
This formula from Tanologist is great for a variety of skin tones since it comes in two shades: fair/medium and medium/dark. We love how natural this one looks on the skin, and the more you apply it, the deeper your tan will become. It's lightweight enough so that it doesn't feel heavy or leave skin feeling tacky. It also has nourishing ingredients that promote softer skin.
Customer review: "I love this stuff!!! I haven’t used self-tanner in decades and I have nothing but negative stories to tell. But this stuff….its a gel-cream consistency and you only need a little for each limb and torso. It dries so quickly and doesn’t leave a sticky film on the skin. I can dress within 10 minutes usually. There was a slight smell on the first day but I didn’t notice it again after that. I love the natural color and I can’t seem to notice any streaks. It’s truly magical and I keep getting compliments on my tan. This is a daily moisturizer. You could use it at night or in the morning."
Best Hydrating: St.Tropez Gradual Tan Classic Daily Firming Lotion
Pros: Contains protective antioxidants and hyaluronic acid to hydrate and brighten the skin, improves skin's texture and firmness, streak-free
Cons: May be too dark for some
Size: 6.8 oz
Key ingredients: Marine algae, hyaluronic acid, upcycled blueberry and raspberry seed oil
This hydrating and firming lotion protects against environmental damage while providing a medium-to-dark gradual tan that only gets better over time. It contains key ingredients like marine algae, hyaluronic acid, and upcycled blueberry and raspberry seed oil to keep skin hydrated for up to 72 hours. When combined, this vegan formula hydrates, protects, smooths, soothes, and firms skin.
Customer review: "Nice gradual tan. I got this from a retail store, and oh my GOSH I love it so much! It gives such a great tan with 0 orangeness. Coming from a pale redhead, thank you for your products!!"
Best for Dull Skin: Luna Bronze Glow Gradual Tanning Moisturizer
Pros: Contains organic ingredients and hydrating oils, soothing and gentle on skin
Cons: Contains essential oils and may not be suitable for sensitive skin
Size: 6.8 oz
Key ingredients: Grape seed oil, shea butter, coffee seed extract, linseed oil, natural DHA
Luna Bronze's Glow Gradual Moisturizer is a great multitasking option that delivers a realistic-looking tan over one to three applications. The ingredients help reduce redness, boost hydration, boost elasticity, and revive dull skin. The formula looks like a white lotion, which helps keep the process mess-free. It's a great option for fair to medium skin tones.
Customer review: "The gradual tanning moisturizer was easy to apply, no mess, and gives a natural-looking tan. The fact that it also moisturizes is a bonus… my skin is soft and smooth!"
Best Firming: Tan-Luxe The Gradual Illuminating Gradual Tan Lotion
Pros: Helps tone and firm the skin, provides deep hydration with aloe vera and raspberry seed oil, light, subtle scent, great for darker skin tones
Cons: None
Size: 8.45
Key ingredients: Aloe vera, raspberry seed oil, cellutone complex
This is a great option for my fellow Black and Brown girls who just want to add a nice bronze glow to their skin. It's a oil-and-lotion hybrid that also deeply hydrates with raspberry seed oil and aloe vera. And if it wasn't clear by the ingredients, this formula is perfect for dry, dull, and uneven skin.
Customer review: "I am a black girl, medium brown skin tone and this gave me a nice bronze glow. This is nice if you want to add a bronzy tint to your melanin without a dramatic shade change. I used two nights in a row and saw about a half a shade difference. Their drops are great uf you want a true tan."
Best Drugstore: Jergens Natural Glow Firming Daily Moisturizer
Pros: Affordable, creates a natural-looking tan, comes in two different shades
Cons: Strong smell
Size: 7.5 oz
Key ingredients: Coconut water, coconut oil, vitamin E
This drugstore option from Jergens comes in two different shades that suit a variety of skin tones. It creates a subtle, natural-looking glow and reviewers love it for its reliability and how buildable it is. It also contains coconut water, coconut oil, and vitamin E to soothe and moisturize skin. For a budget-friendly price that leaves you with a streak-free tan, it's totally worth it.
Customer review: "There are a lot of self-tanners on the market, and from those that I've tried, this is a very reliable product. It is a nice lotion to put on your skin, and it works as a tanner. The best thing about it, I have never had those obvious tanning marks that can come with self-tanners. Or you wind up with your palms brown into your cuticles. It's great that you can choose how deep a tan you want when you buy it. You don't have to worry that maybe you put on too much. I find the tanning very even. When summer comes along I reach for this Jergens self-tanning lotion. It works for me, and hey, you can use it in winter too!"
Best for Acne-Prone Skin: Norvell Venetian Sunless Self Tanner Gradual Color Extender
Pros: Noncomedogenic, creates a gradual tan and instantly illuminates, doubles as a CC cream, moisturizes, brightens, and firms skin
Cons: None
Size: 8.5
Key ingredients: Vitamin E and C
Norvell's Venetian Sunless Self Tanner Gradual Color Extender is unique because it instantly illuminates skin, moisturizes, brightens, and acts as a CC cream all in one. The formula is also noncomedogenic and safe to use on acne-prone skin. Ingredients like vitamin C promotes anti-aging and evens skin tone while vitamin E protects against free radicals. A streak-free tan less that $15? Now that's a steal.
Customer review: "I absolutely love this smooth tanning lotion! It gives me the perfect sun-kissed tan look without any streaks or orange undertones. The formula leaves my skin feeling hydrated and nourished. I love that it doesn't have that typical self-tanner smell and instead has a light, pleasant scent. I've received so many compliments on my tan since using this lotion and I will definitely be repurchasing. I highly recommend this product to anyone looking for a natural-looking tan without the harmful effects of the sun."
Best for Improving Skin Texture: Bali Body Everyday Gradual Tan Body Moisturizer
Pros: Customizable results, hydrates and improves skin texture, enriched with nourishing oils
Cons: Strong smell
Size: 6.7 oz
Key ingredients: Natural DHA, coconut oil, coffee seed extract, cocoa butter
This moisturizer and tanner in one delivers customizable results while improving hydration and skin texture. The coffee seed extract increases collagen while the coconut oil deeply moisturizes and boosts skin elasticity. It also absorbs fast, which means you won't have to worry about streaks.
Customer review: "I am so in love with this stuff. I stock up when there are sales. Just bought four more bottles and always have two on hand. I apply two days in a row and it achieves a lovely golden tan that lasts for six-plus days. It's so easy to apply. I apply it before bed and rinse in the morning. No staining of sheets, the smell is the only con but its not overpowering."
How to Choose
So you're looking to buy a gradual self-tanner, but you're not sure what's worth the investment—I totally get it. Here are some thing to consider before you start shopping.
Key ingredients: It goes without saying that all of these products have some sort of formula that contains ingredients that provide various benefits for you skin. That said, you can start by considering what other benefits you'd like besides a nice tan. Is dry skin a concern? Do you have uneven skin tone or texture? Are you trying to reduce redness? All of these can be addressed if you look for formulas that align with your needs.
You'll also want to be mindful of allergens. For example, if you have a coconut or nut allergy, make sure to stay clear of products that contain them. If you have sensitive skin, consider opting for a formula with minimal fragrance. Many self-tanners also have DHA, which is the ingredients that creates pigment. So consider what percentage might be best for your skin tone.
Buildability: Everyone has their own preference when it comes to application methods. However, it's important to note that products that give you the option to control how much you use will make it easier to slowly build your tan rather than going too dark too soon.
How We Chose
As with all of our buying guides at Who What Wear, we compile our edits based on original testing and expert recommendations. To find the best gradual self-tanners for this roundup, we leaned heavily on our knowledge as beauty experts. We also considered several factors, including key ingredients and product size. We're aware of how important these factors are for a wide range of needs and preferences, so we made sure to list out all the helpful details. Of course, customer reviews were also kept in mind when creating this list.
Why Trust Who What Wear
Since 2006, Who What Wear has been a digital fashion, beauty, and lifestyle publication and community where people can discover the latest brands, trends, and must-have products to help define and evolve their personal style. Think of Who What Wear as your most trusted style and shopping resource.
This story was published at an earlier date and has since been updated.
Shawna Hudson is a beauty, wellness, lifestyle, and travel writer with over 10 years of experience. She graduated from California State University, Fullerton, with a degree in journalism and has written for other publications such as Bustle, The Zoe Report, Byrdie, Elite Daily, and more. She is currently a beauty writer at Who What Wear and hopes to continue feeding her (completely out-of-control) beauty obsession as long as she can. Stay up to date on her latest finds on Instagram @shawnasimonee.
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