Golden brown: the best gradual tanning products on the market. Photograph: ObserverGradual tans promise so much, but often provide so little. So few do what we want. Which is, of course, build up a gentle tan without staining your hands and bathroom, and without making you smell like you've bathed in HobNobs. This year, however, the luxury brands have got involved and suddenly the concept makes sense. Creme de la Mer's Face and Body Gradual Tan (￡65, cremedelamer.co.uk) makes you look as expensive as the cream itself – as if you've been sunbathing in Tuscany, but under a parasol. And Estee Lauder's Tinted Self-Tan Gelee (￡23, johnlewis.com) is the easiest tan to apply yet. Layer over a week and you'll look like you're always standing in really goodlight.
Xen-Tan Daily Self-Tan ￡24.99, xen- tan.co.uk
Decleor Gradual Glow ￡31.50, decleor.co.uk
Dior Bronze Auto-Bronzant ￡23.50, houseoffraser.co.uk
Clarins Radiance Plus ￡22.80, selfridges.com
This Works ￡38, thisworks.com
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