When you think of adverts for fake tan, it may be difficult to distinguish between brands. In my head, at least, one glossy photograph of a super-slim, white woman looking perfectly toned and sunkissed tends to blend into another, very similar image. Like underwear, fake tan – in all its forms – has been sold in the same way since its invention.That is to say, inclusivity was never a priority and the male gaze is difficult to shake off. Jules Von Hep, spray tanner extraordinaire and founder of Isle of Paradise, is looking to change that. Not only has he himself become a strong advocate for body positivity, he’s also disrupting traditional advertising with a campaign entitled Get Body Posi.
‘As a beauty expert, I’ve worked on thousands of campaigns backstage as a spray tanner, but what the beauty industry portrayed as ‘body image’ really didn’t reflect what I was seeing with my clients in my tanning booth,’ Von Hep says. ‘I wanted to show a true representation of all bodies. What I quite literally see in my spray tan booth every week – that’s real life. I wanted to show truth to the world.’ Von Hep realised, from a decade of experience, that no matter what their size or shape, so many of his clients felt uncomfortable in their own skin.
‘10 years I’ve stared at naked bodies for a living as a spray tanner – 10 years of seeing all of my clients naked in all their glory, their wonderful glory – but why didn’t they see their glory? Why was it that every single time, when the clothes, make-up and jewellery all came off, was there an apology? What stood in front of me was a canvas of skin, yes, but a body doesn’t make a person - what I saw was the fun, the humour, the accomplishments, the life stories they told me – that’s what makes an individual.’
It wasn’t just his clients that encouraged him to tackle issues around body acceptance, Von Hep also struggled with his own self-image. As a result, his new campaign features himself surrounded by a wonderful group of people, all of whom have their own stories to share about their attitudes towards their physical selves. As well as the campaign, Von Hepp has written a free ‘workbook’, as he calls it, detailing a range of personal experiences designed to inspire others. When it launched last month, it was downloaded over 10,000 times in the first 24 hours.
‘It’s a real double prong – on one side it’s so lovely to know I’ve created something that people need, and are using – but on the other side it really highlights how much work we have to do as a society,’ says Von Hep. ‘This isn’t an overnight magic wand. Body acceptance, body confidence and being body posi is a change in lifestyle, it’s putting an end to that inner voice. It’s hard but it’s worth it.’
There has been considerable backlash in recent years against the concept of being ‘beach body ready’, something that has been employed by many companies in order to sell their products. Most notably was Protein World, whose advert was banned from appearing on the London underground. So, how does Von Hep interpret such a slogan? ‘Honestly, it means taking your clothes off right now, putting on swimwear and walking into the sea. That’s it. Society has programmed us to think we need to look a certain way to be ‘beach body ready’. There is NO SUCH THING as a beach ready body image. The notion that we must appear as a certain shape and form just to stand on the shores of the land and look out over the water is absolute nonsense – hysteric nonsense. Right now, as you are – you are beach body ready.’
Von Hep’s confidence is infectious. This is the man, after all, who persuaded nine people to pose with him in their underwear for Isle of Paradise’s campaign. But how does he suggest we all achieve the same level of confidence that he perpetuates? It is, after all, easier said than done. ‘A good place to start is acceptance. Accept where your body is right now… Remember that you are not defined by your body – start by recognising your accomplishments – what have you done with your life? Once you realise all that you have achieved, that’s where we start to feel more confident in ourselves.
‘Other areas include beginning to recognise comparison – realise when the little voice appears in your head telling you that you want what someone else has. Find what makes you happy and keep doing it – nature, exercise, galleries – the more you feed your happiness, the more you’ll focus on how you perceive your appearance and actually begin to appreciate what your body allows you to experience in life!’
It will be interesting to see whether other tanning brands will follow Isle of Paradise’s lead and pursue a more inclusive approach to marketing. For those companies, Von Hep has a very clear message:
‘In my heart I really hope [things change] but sadly not everyone has heart and soul within their business. Perhaps the rest of the industry will read this and if they do, I say to them this: You have a responsibility, you have a voice, you have a chance to change the way our nation and world view their appearance. You have a chance to end this epidemic that is body hatred. Say no to body shaming and yes to body praising.’
SHOP: The Best Fake Tan That Won't Streak
SHOP: Our Self-Tanning Favourites
1 of 18Scientia Sunshine & Sea HA & Vit D Aqua Tanning Serum, £21
Summary: A nourishing tanning water featuring a blend of naturally derived tanning actives, hyaluronic acid and Vitamin D to prevent dryness.Product detail: massage 6-12 drops into the skin daily, sit back, relax, and watch your tan develop in 4-8 hours. Sunshine in a bottle.
2 of 18St Tropez Self Tan Purity Bronzing Water Gel, £33
Summary: Packed with hyaluronic acid, this lightweight formula plumps and hydrates skin whilst delivering a natural, golden glow that's completely steak-free. Product detail: Once exfoliated and moisturised, glide on the product with a mitt ensuring skin in covered.
3 of 18Bare by Vogue Willians Self Tan Foam, £19
Summary: We could go on and on about how brilliant this self-tan is. But, all you really need to know is that it lends skin an even, deep, believable tan that will have everyone asking, 'where have you been?' Product detail: This foam tan is best used after exfoliating the morning or evening before applying. It lasts for up to a week, with a fast development time of four-six hours.
4 of 18Bondi Sands PURE Gradual Tanning Lotion, £12.99
Summary: Full of hydrating and rejuvenating ingredients to give you the perfect glow. It is easy to apply and buildable which allows you to use until you're feeling bronzed. Product detail: Apply the lotion evenly onto smooth, dry skin in circular motions. Ensure all skin is covered and wait until it is dry. The lotion can be used as often as needed to get your tan topped up.
5 of 18Amanda Harrington Illuminating Face Mist, £28
Summary: A-list tanning expert, Amanda Harrington, has bottled her secret with this facial tanning mist. The idea is to use the brush, spritz it with tan, then buff it in for the most even tan yet. Product detail: After moisturising, apply the face mist onto a brush and dap off any excess. Lightly brush the product across the cheekbones, up to the forehead, whilst buffing into the hair line. Apply a small amount in circular motions to the neck and décolletage.
6 of 18Isle of Paradise Express Ultra Dark Self-Tanning Mousse, £19.95
Summary: Cult tanning brand Isle of Paradise's Ultra Dark Mousse is your go-to if you want intense, deep results within 10 minutes. Although you'll have a dark tan, this eco-friendly product can leave you with a light conscience as it's cruelty-free, vegan, organic and – just to top it off – smells like coconut, rather than biscuits.Product detail: Exfoliate 24 hours before tanning. When applying moisturise dry areas before application. Pump the product onto a mitt, apply to the skin using broad strokes. Leave feet and hands until last and lightly sweep over them.
7 of 18Bondi Sands Aero Self Tanning Foam Ultra Dark, £18.99
Summary: If you're in a rush, this quick-drying formula is the one. It develops into a deep tan (their darkest formula yet) with dual action tanning actives.Product detail: Apply product liberally to mitt, and use long sweeping motions on the skin. The remaining product on the mitt can be used for face, elbows and knees. Re-apply after 30 minutes for deeper tan and wait at least six hours before washing off.
8 of 18Tan Luxe Sleep Oil, £34
Summary: A hydrating facial oil and fake tan all in one. Apply a few drops before bed and wake-up to a healthy, believable, bronzed glow. Product detail: This product combats problem areas whilst giving your face a tanned glow. To use, apply three to six drops directly onto the skin, in the evening, and gently massage into the skin.
9 of 18Nip + Fab Glow Getter Body Oil, £25
Summary: The enriching jojoba oil extract in Nip + Fab's new oil will keep your skin super soft while providing a radiant, bronzed tint to suit every skin tone.Product detail: Shake before use and simply apply to the areas that you want to highlight and give a bronzed glow.
10 of 18Fake Bake Tanning Water £21.20
Summary: With no need to rinse off and a speedy dry time of 2 minutes, you can spritz, blend and go, for maximum efficiency. There's even a free tanning mitt. Product detail: Lightweight water-to-foam tanning product, applied in upward circular motion until areas of the skin is covered. Wait until dry to get dressed and leave to develop for six to eight hours.
11 of 18Clarins Radiance Plus Golden Glow Booster for Body, £29
Summary: Clarins' best-selling self-tanner provides a gradual, radiant, natural-looking tan.Product detail: Mix 4-6 drops in with your favourite moisturiser to tailor-make your tan.
12 of 18Bali Body Self-Tanning Mousse, £25.95
Summary: Bali Body's best-selling mousse is 100% vegan, natural and provides that Bali radiance without the air fare.Product detail: After the tan has been applied, leave the product to develop for the length of time for your desired look. Wash after one hour for a light tan, four hours for medium tan and eight hour for the deepest tan.
13 of 18Vita Liberata pHenomenal Organic Tan Infused Cloths, £13.95
Summary: By using organic botanical soaked cloths (that are also 100% biodegradable) Vita Liberata has rolled a skin treatment and golden tan solution all into one. And with ingredients to rival an acai bowl recipe, you'll not only be ready for a holiday in Bali but your skin will smell practically good enough to eat.Product detail: Use the first tanning cloth to apply onto your face, working your way down your neck, décolletage and arms. Use a second tanning cloth to tan your legs and stomach. The tan will start to develop after four to eight hours.
14 of 18Charlotte Tilbury Supermodel Body, £45
Summary: You can possess that unattainable (until now) and luminous glow to rival Charlotte's A-List client list. The light-reflecting pigments give skin a lovely finish, while hidden caffeine extracts reduce any signs of puffiness.Product detail: Using the roll-on applicator, apply the product down the centre of your arms and legs to the areas where the light hits the skin for a glowing finish.
15 of 18Bondi Sands Liquid Gold Foam, £11.20
Summary: The Aussies have tanning down to a T, as proven by Bondi Sands' Liquid Gold. Packed with Argan Oil, this foam guarantees not only a rich tan, but a gleaming, luxurious sheen to the skin, too.Product detail: No need for showering after application, simply apply the product generously in long sweeping motions across the body and using the excess for face, elbow and knees. Wait for the skin to be touch dry.
16 of 18UTAN Skin Idol, £24
Summary: The permanently grey skies of Scotland have made it a surprising hub for tanning expertise. UTAN has collaborated with fellow Scot and YouTube sensation Jamie Genevieve to create Skin Idol – a tan and body makeup hybrid. Using blurring and blemish-perfecting technology, it's basically a flawless Instagram filter for your legs.Product detail: For use on your face, mix with foundation on moisturiser to get your makeup to match your skin tone after tanning.
17 of 18St Tropez Ashley Graham Ultimate Glow Kit, £38
Summary: St Tropez's latest tanning offering, in partnership with mega-babe golden goddess Ashley Graham.Product detail: This super smooth foaming mousse feels creamy and nourishing on the skin, leaving you with a deep, rich tan developing over eight-hours.
18 of 18Coco & Eve Sunny Honey Bali Bronzing Foam, £25.90
Summary: From the founders of the infamous Coco & Eve hair mask, Sunny Honey Bali Bronzing foam is streak-free, stress-free and biscuit-y smell-free. Product detail: Available in three olive-based shades, choose 'Medium' for lighter skin with pink undertones, 'Dark' for medium tones looking a post-holiday radiance and 'Ultra Dark' for deeper skin craving an added glow boost.