After 18 years in the beauty business, tanning expert James Read has become a worldwide name in the tanning industry. Working with an abundance of celebrities, photographers and designers, his underlying dream was always to create his very own brand. Utilising all the knowledge he had gained over the years, not only did he create his own brand, but he also managed to infuse his tanning products with the benefits of luxury skincare. With a copiousness amount of prestigious awards and a following from all around the world (me being one of them) it is no wonder this brand keeps going from strength to strength. I caught up with James to find out more about him and his successful company.
Can you tell me a little bit about yourself and what lead you to become one of the world’s leading tanning experts?
I have worked in the industry for 18 Years and was the first self-tan expect to start the trend for layering your tan and making self-tan not just a spray tan but an experience. I previously worked with eight self-tan brands before starting mine, which helped me gain the experience and knowledge to launch my own brand.
What inspired you to create your very own self-tanning range?
Ever Since I was at school I wanted to be known for something. I remember watching The September Issue back in 2009 while working for St Tropez and there was a part where Anna Wintour’s dad asked her at 15 years old what she wanted to do when she was older, she said she wanted to be editor of American Vogue and now look at where she is. This inspired me to start my own brand, to create a brand that was both skincare and self-tan and to make a difference in the self-tan world. Years later I was at a launch for Net a porter and told by the beauty director of American Vogue that I had a whole page in the April issue for my sleep mask tan, I cried after she left as it was a dream come true.
Your Sleep Tan Mask (which is one of my favourite products) became world-renowned due to its combination of self-tanning and luxury skincare ingredients, what inspired you to combine the two?
I used to use overnight hydrating masks and one day it clicked that no one has ever created a self-tan that combines both self-tan and skincare but also one that is an overnight self-tan, this is when the sleep mask tan was born. Eight years on and it won over 35 beauty awards.
James Read products are formulated with tantone technology, which promises its users the perfect golden glow, how does this technology work?
To me, Tantone creates a tan that looks natural and glowing but also takes the worry out of self-tanning. I wanted to create a perfect range of products where the tan works as a background colour and compliments your whole look but never overpowers it, which I believe I have successfully done.
What are your top tips for a flawless self-tan application?
Never over-apply your self-tan and always apply your self-tan in stages leaving your hands and feet till last. With the hands and feet always work the leftover self-tan over these areas so it looks more natural. In order to prolong your tan moisturise daily and exfoliate three days after to help your tan fade more evenly.
You have a few products geared towards men, is there a difference between the self-tan products for men and women?
The men’s self-tan for the face is more about calming the skin after shaving. The great thing about my brand is there is a product for everyone as the products are so natural.
Have you noticed an increase in men using self-tanning products?
Yes for sure, men are using more skincare as well as self-tan, they are also more conscious of what they put on their skin. The fake orange look is so far away, today it’s about looking healthy but also golden.
One of your missions was to change the world’s perception of tanning, which I believe you have done, do you have any new product innovations or ideas coming to fruition in the near future?
I have some amazing new stuff launching this year that will again change how people see self-tan, my lips are sealed but trust me you will be one of the first to know. To me it’s about being a leader, not a follower, never look to the left or right but look straight ahead, that way you never lose your direction.
This is completely off the subject of tanning, but as a fragrance lover, I ask this question to everyone, what is your favourite fragrance?
Byredo Bal d’Afrique, I love it so much!
Thank you James for taking the time out to answer these questions. Keep your eyes on James Reid Tan social for all up to date information.
Head to my blog post here to find out what my top favourite James Read products are.