Last year, we collectively spent £60 million on self-tan in Britain alone - so it's safe to say that we're pretty in love with heralding a sun-kissed glow.
The good news is, brands have clocked on to this and new tanning innovations that revolutionize the way we stay bronzed are hitting shelves on a daily basis. The latest? A gradual tan from St Tropez that's designed to be used as part of your shower regime. Yes, really.
It's the perfect low maintenance solution for anyone who doesn't have time to be faffing with a tanning mitt every evening. You simply use body wash as normal, turn off the shower, apply the creamy formula to wet skin and after a mere three minutes, you wash it off - voilà. The colour will then continue to develop for the next eight hours.
You see, wet skin has a smooth, porous surface, which means DHA (the tanning ingredient) can penetrate the skin much faster than when it's dry. One thing's for sure, it has never been easier to get (and keep) that all-year-round glow. Bravo St. Tropez.
St.Tropez Gradual Tan In Shower Lotion, £14.50 at Boots
