30-04-2025
Vogue Williams on how to perfect your tan routine
"I never don't have some kind of tan on," declares Vogue Williams. "I don't remember the last time I haven't had self-tan on."
The Bar by Vogue founder's glow might look effortless, but her path to tanning perfection has been anything but.
"I remember back in the day, when I was 16, going around with just bright orange hands, I used to just put bleach* on my hands," the 39-year-old cringes. "It came right off, but my hands were like sandpaper.
"That was actually one of my friend's ideas – we didn't have tan remover. [Now] I would never, ever use a home remedy."
Now the broadcaster, businesswoman and mum-of-three is sharing her ultimate guide to a natural-looking fake tan this summer..
How to tan in a time crunch
With three children under six, Williams doesn't have time for elaborate beauty rituals.
If you're on a time crunch but want a golden glow, she suggests swapping out products as opposed to adding more.
"I would replace your body moisturiser with a gradual tan, then I'd replace a [face] serum with the tanning serum, because you're going to be [using a] serum anyway. So it's easy to use – that's what I do."
Even applying the tan has become a family affair. If Williams' husband, entrepreneur and former Made In Chelsea star Spencer Matthews, isn't there – she sometimes enlists help from her kids.
"I got my son to do [my back] and he was five at the time – I was like, this is a new low for me," she laughs. "I don't know how good a job he did, but I had an event the next day."
"I was like, how do I do my own tan on my back? So now I use the [her hydrating facial mist]. I just can't get my child to do it anymore."
Matthews is also deeply committed to a sun-safe tan – maybe too much.
"He only uses Ultra Dark. He'll do his whole body. I used to do it for him – and my brother – and I thought, this is actually really hard." Williams laughed and vowed to stop fake tanning everyone who asked.
"Even when I have to do his back, I'm like, yeah, it's too much."
Vogue's ultimate tanning hacks
The biggest giveaway to a self-tan looking fake? Your hands.
"You need to put loads of hand cream on your hands, feet, elbow, knees," she says, recommending hand cream over normal moisturiser as it is thicker and more nourishing.
"Then when you're doing your arms, only use the excess from the mitt to dust over your hands, and then use a tanning brush so you're buffing it all out.
"Don't add more tan to the hand – it doesn't work, I've been there – I've tried it for all of us," she laughs.
"Once a month, I'll treat myself to a full strip-off," she says. "I'll squirt the [express tan removal gel] into the bath, and I'll sit in the bath [with an] exfoliator mitt.
"That's like a once-a-month job. But usually, I exfoliate after about day two or three of wearing tan. So then it comes off really naturally [and] I'm just ready to reapply another layer."
How to tan if you're a gym-lover
Despite her regular workouts, Williams' tan holds up.
"I'll go to the gym and then [after] I'll put my tan on in the morning, I don't tan too much at night time, I prefer tanning during the day."
Williams often opts for a water or instant lotion over a mousse so she can get on with her day, and luckily water formulas don't transfer onto clothes.
"I remember once we were doing a shoot, and I forgot to tan the night before, and I had to put on the [clear tan water] at 7am and thank God it had come out!" she says.
For tanning newbies
If you've read enough about the dangers of suntanning to be a convert to faking it this summer – Williams has some tips for beginners.
"I love the tanning water because it doesn't come off on your sheets," she says, which can be off-putting for many. "But if you're not used to tanning, I wouldn't start with the tanning water, because there's no guide colour.
"I have this friend at home who was getting married, and she was very pale, I said, I'm going to send you the gradual lotion. It's just like putting on moisturiser," she says. "It really works well for people, because there is a slight guide colour to it."
Vogue's beauty philosophy
Tanning aside, Williams keeps her skincare routine minimal and effective.
"[In the morning] I wash my face, do a serum, then factor 50," she says. "There's a factor 50 from Beauty Pie that's really thin, it's kind of like a primer, so your make-up doesn't go all weird. Then I always add a little bit of eye cream."
Evenings are just as streamlined. "I double cleanse at night. Sometimes I use the Tatcha Rice Polish – I have to hide that – I don't want anyone touching my rice polish! Your skin is honestly like velvet after it."
But if there's one thing she hoards, it's lip balm.
"I used to get on my school report cards 'she needs to stop applying lip balm in school all day', I cannot leave the house without one," she says. "I love the Laneige one, but I also love Tatcha – it's kind of like a lip gloss. That's my favourite one at the moment."
Having a sun-safe mindset
Williams' love of tanning doesn't mean she worships the sun – and it's a mindset she wants to pass to her children.
"Now I'm literally hiding from the sun […] I can't bear getting burnt," she says. Her approach with her kids? "Always a hat, always factor 50," and even zinc for added protection.
"There's a good hack with kids – Childs Farm has a roll-on sun cream, and if you're doing their face, use a little makeup brush for cream. It makes it easier."
