Which Self-Tanner Best Matches My Skin Tone?

Self-tanners typically come in a range of shades: light, medium, dark. Too often, people reach for the darkest shade available hoping to get to “deep tan” quickly. But that’s how we all too often end up with, uh, less-than-ideal hues. You want your natural tone to dictate your self-tanner shade.

Fair and light tones: May seem obvious, but pick the lightest shade possible. You don't want to overpower your natural coloring or create unnatural contrast. Go slow. Let the color build if you want a little more oomph.

Medium tones: Start with the middle range of self-tanner shades. You probably have the most flexibility and could dabble in darker shades, but proceed with caution.

Dark tones: It’s taken a while, but self-tanning brands are finally becoming more inclusive with darker shades. Not only do they offer melanin-blessed skin a subtle sun-kissed glow, they can also help even out skin tone and hyperpigmentation.

Skin is more than just the shade on the surface — take a closer look and see what’s going on just beneath the surface of your skin.

Pink, red, or blue tint? Your undertones are cool. A self-tanner with a green or purple base will counter orange tones. Peach, yellow, or gold hues? You’ve got warm undertones and should look for a self-tanner with an olive or caramel base. Not too pink or too yellow? Neutral undertones! Take your pick.

The formula you choose is less about tone and undertones, and more about how comfortable you are with self-application: some formulas are easier to control — borderline-fool-proof — so naturally lend themselves to self-tan beginners and fair tones.

The most common self-tanner formulas are lotions/creams, which are easy to apply and develop color over a longer period of time so are easier to correct if necessary; drops, which can be mixed with a neutral moisturizer so are infinitely customizable and subtle; mousses, which dry quickly so some level of confidence is preferred but they usually come with extremely handy application mitts for no streaks and no weird orange shadows between your fingers.

On the matrix of self-tanning, you’ve got options! Fair skinned beginner? Luna Bronze Tanning Moisturizer is your best bet. The glow in this moisturizer is subtle, buildable and hard to mess up. (And the orange blossom scent will immediately transport you to your best summer memories.)

Medium tone with a little confidence? The Moisturizing Self Tanner from Suntegrity is lovely. Another lotion-based tanner that builds beautifully results in a slightly darker, richer tone after the first use so is best for mid-to-olive toned skin.

Practiced self-tanner with medium-to-dark tones? NUDA Self Tanning Water Mousse is kind of a game-changer in the world of self-tanner. This formula is water based and comes out as a light, creamy foam that’s extremely easy to apply and develops over the course of two hours, which gives you total control over how intense the tan is depending on when you rinse the mousse off your skin. (There’s also a version for lighter skin tones! And an application mitt!)

For an all-over, full-body formula that’s more about a subtle, healthy glow than a true “tan,” a serum like Coola's Sunless Tan Luminizing Body Serum is lightweight, moisturizing, and deposits a quiet, all-over shimmer.
If it’s more about replacing your bronzer with something slightly more permanent, focus on your face. Self-tanning facial serums usually include hydrating, smoothing, anti-aging, firming ingredients, so they’re pulling double duty as self-tanner and skin care. The NUDA Face Tan Water hydrates and softens skin with aloe vera, vitamins A, C, and E, and rosehip while subtly tanning; COOLA’s Sunless Tan Anti-Aging Serum is packed with antioxidants and hyaluronic acid for a firm glow; the Good Night Bronzing Serum from Luna Bronze work overnight to brighten and nourish skin while making you look like you spent a few hours in the sun...while you sleep.