The Interview: Tanning legend James Read on career highlights, brand expansion, industry trends and more...
James Read is a globally recognised tanning expert and entrepreneur, best known for pioneering the intersection of skincare and sunless tanning. With over 20 years in the beauty industry, he has worked with some of the world’s top celebrities, fashion houses, and photographers, earning a reputation as one of the most influential figures in the tanning space.
In 2024, following the closure of his original line, Read made a bold return with the launch of Self Glow - a next-generation tanning range that champions clean, skin-loving formulas, sustainable packaging, and multifunctional benefits. Designed to hydrate, rejuvenate, and deliver a natural glow, Self Glow reflects his vision for a modern, holistic approach to tanning.
In this interview with TheIndustry.beauty, Read shares insights into his captivating career, the closure of his previous range, the inspiration behind the launch of Self Glow by James Read, product expansion plans, industry trends, and more.
You've built an impressive career - can you tell me about this and some of the brands and people you've had the opportunity to work with along the way?
I started my career spray tanning customers at a department store in London for St Tropez over 20 years ago. It was humble beginnings, but it was where I first discovered my passion and honed my craft. I began building a name for myself, starting with spray tanning press and magazine editors. One of the most pivotal moments in my journey was when Michelle Feeney, now the CEO and founder of Floral Street, came on board at St Tropez. Michelle became more than just a mentor; she was a true inspiration. She believed in me, pushed me forward, and saw something in me. Thanks to her, I became the brand’s Artist Relations expert, and soon enough, the celebrities followed and were written about worldwide.
At the start of their careers, some of the biggest names like Rosie Huntington-Whiteley, Ellie Goulding, Lara Stone, Lady Gaga, and Rita Ora trusted me with their glow. Word spread fast. Before I knew it, I travelled to Hollywood, spray tanning actors for the Oscars, and even flew out for Mariah Carey’s video shoots. It was exhilarating, and it fuelled my drive even more.
Eventually, I left St Tropez, supported by the incredible Anna Marie Solowij, ex-Beauty Director at Vogue. With her encouragement, I opened the first standalone spray tanning residency at the Sanderson Hotel, an industry first. Years later, I launched the world’s first dedicated spray tanning salon called the Studio by James Read (inspired by the famous club in NY, Studio 54) in Harvey Nichols Knightsbridge.
Along the way, I collaborated with powerhouse brands like L’Oréal, Garnier, Tom Ford, Sally Hansen, Guerlain, Clarins, Chanel, and Fake Bake. I didn’t just work with them, I created concepts and developed ideas for new product launches. This experience was invaluable. It deepened my knowledge of product development and ingredients and introduced me to some of the most inspiring people in the beauty world.
It has been a journey of growth, learning, and relentless passion. Every step, from department store tanning booths to Hollywood red carpets and pioneering salons, has shaped me and brought me closer to the vision I continue to chase today.
What inspired you to launch James Read Tan?
Ever since childhood, I dreamed of doing something extraordinary that would make a real difference. That dream never left me. It guided every step, even when the path wasn’t clear. After years of grinding, learning, and growing, I worked alongside two incredible people who believed in my vision: Anna MS and my manager at the time, Simon. We were unstoppable. One of the most surprising twists in this journey was how I found my first investor through Twitter; a simple message connected me to someone who shared my passion and believed in the dream. From that moment, everything changed.
We launched the first sunless-tanning brand to break the mould on QVC UK and retail worldwide. It wasn’t just about selling a product; we were redefining the sunless tanning game. I’ll never forget the exhilaration when our Sleep Mask Tan became one of the biggest products of the month in QVC’s history, selling £1 million in just one month. That moment didn’t just feel like a success but a revolution. The impact rippled across the world.
Our products found homes in stores far beyond the UK, including the legendary Colette in Paris, the most iconic fashion store in the world, Sephora US and Canada, Saks, Bloomingdale’s, Mecca Australia, it was surreal.
I vividly remember the launch party at the Sanderson Hotel, a night filled with laughter, excitement, and the warm energy of friends and industry legends coming together. Millie Kendall, Anna MS, and the stunning model Lara Stone were all there, celebrating what felt like the beginning of something extraordinary.
A real pitch me moment was being in New York for the Launch of Net A Porter Beauty with David Olsen who headed up the launch, we was the first Sunless Tanning Brand to be sold, I was at the event which was called upside down beauty, I had always dreamed of being in American Vogue, the beauty director Sarah Brown at the time walked passed, I said have you heard of James Read Tan, she said Yes, you are in the April Issue, Happy Fucking Christmas, when she walked off I cried as it was a dream come true, the rest is history.
Tell me about your previous range under James Read Tan – why did you dissolve it?
We were the first to fuse skincare with self-tan, introducing world-first innovations like the BB Tan Pen, Sleep Mask Tan, Tantour Contour Palette, and the original water-based tan mist for the face. Thirteen years on, I saw the landscape shifting just as SPF, fragrance, and skincare had evolved into more premium, science-led categories. I knew it was time for something new.
The market was moving towards advanced skincare: biotech, stem cells, fermented ingredients. The future was high-performance, sustainable, and luxurious. But rather than rebrand, I made a bold decision: to start from scratch. Not just to create another product, but to ignite that fire in myself again. To innovate. To lead. I’ve never been one to follow. Like Anna Wintour says, "Never look left or right, focus straight ahead". That’s how you stay true to your vision and avoid being distracted by trends or competitors. You don’t chase the moment. You create it.
I remember watching Tina the Musical, seeing that scene where she returned in 1984 with Private Dancer and What’s Love Got to Do with It. I turned to my friend and said, "That’s going to be me." He laughed: "You’re not Tina Turner." But I thought, Oh yes, I am. Because we all have a comeback in us, this is mine.
So, you launched Self Glow in May 2024. Can you tell me about this and what makes the brand special?
I set out to create something different. For two years, I put everything I had into developing Self Glow, using my savings and borrowing from friends to stay afloat. I worked closely with an external lab, hands-on every step of the way, refining each formula until it felt right. This wasn’t just skincare; it had to mean something.
Regarding packaging, I was lucky to have my closest friends, Chris and Rufus, by my side. Together, we designed every detail with purpose and emotion. The arches? Inspired by moments from my childhood. The product names? Little snapshots of summer, light, warmth, and that sun-on-skin feeling. We had no outside investment, just belief and persistence. I built pitch decks, lined up retail meetings, and kept going, even when my bank balance said otherwise.
Pelham Manufacturing took a chance on me, and that vote of confidence changed everything. I’d sit with Christian Kurtzke (CEO of The Together Group and former CEO of Porsche Design) and Fergus Ferguson (Director at Purple PR) every month. They challenged me, helped sharpen the brand, refined the packaging and messaging, and shaped the pitch. Their guidance meant the world. My friend, Mariam White, who recently launched Living Beauty Inc. in Canada, also advised me; her advice was very valuable. Then came The Beauty Group London. CEO Hanna Coonagh saw the vision. She believed in it and in me. We signed the deal that brought Self Glow to life six months later.
With an incredible team and Chris and Rufus still by my side, as well as the unwavering support of my family, we launched something I’m genuinely proud of. Self-Glow changed the sunless category. We led with skincare, formulating it like a skin treatment first, then added plant-based DHA to deliver the most natural-looking glow. But this brand is about more than results. It’s about that golden, lit-from-within feeling, regardless of skin tone. We ditched synthetic colour guides and used natural cacao extracts instead. No red, green, or yellow undertones, just a universally flattering tint that enhances your skin, especially deeper tones.
It’s been a game-changer. Sustainability is core to everything we do. We use recycled plastic and glass, mineral-based gold foil, and boxes made by Curtis Packaging, the UK’s only B Corp-certified packaging company. Every detail was a conscious choice to respect the planet and the people who use our products.
Self Glow is more than a product. It’s a feeling, the warmth of an endless summer, the confidence to show up as yourself, and the light that already lives within you. This is me, for real. And I’m proud of what we have achieved, one thing I will say, when the odds are against, never give, fuck it and go for it.
How has your previous experience influenced the launch and development of Self Glow?
I was young when I launched the first brand. I had the vision but lacked commercial expertise. This time, I’m more focused, more intentional about every detail.
From the start, I knew I wanted to push things further: clearer messaging, stronger points of difference, and a product range that truly stands apart. I saw the importance of getting it right, trademarking every element, covering every detail, and thinking creatively and commercially. I’ve learned to pay close attention to the cost of goods, margins, and what it takes to build a sustainable, successful brand long-term. But above all, I’ve learned this: no brand is built by one person. The team around you, the people who share your vision and help bring it to life, makes it all possible.
Any plans to expand the product range?
Absolutely. I’ve spent the last 14 months developing new-to-market products for 2025 and 2026. I’m pushing the boundaries of skincare even further. I usually develop 10 new product ideas, testing and refining until only the best cut. It’s not unusual for me to go through 10–15 submissions for a single formula, which drives my manufacturer, Pelham, a little mad! But for me, it’s non-negotiable. Every product must feel special.
One launch I’m excited about is our TT Serum. I saw the growing demand for tinted moisturisers and tinted tans and thought, why not create a whole new category? TT stands for "Tinted Tan." It’s a lightweight serum for the face that gives an instant warmth using natural cacao, while delivering profound skincare benefits. It hydrates, brightens, and smooths the skin - like makeup, but with skincare at its core, there is skincare ingredients that mimic the effects of makeup. This summer, TT will be the new BB. I also spotted a gap in the overnight tanning space. No one had nailed sleep drops. So, I created the world’s first anti-ageing Sleep Repair Drops, a product that upgrades your night cream. It has a unique drop texture that blends seamlessly into your routine, with ingredients that support skin repair, reduce stress, and even help promote better sleep. These innovations aren’t just about trends; they’re about setting them. And everything we create is grounded in performance, care, and that feel-good factor our customers love.
How has customer feedback shaped your product development and business growth?
Customer feedback is so important to me, it’s what makes a brand. I always take the time to reply to messages and say thank you personally, it means so much when people take the time to share their thoughts. I often ask them about their dream product because I believe the best ideas come from honest conversations. For me, it’s about creating products that are not unique and innovative but also genuinely wanted and needed by our community.
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Can you tell us about the new facials, why you are launching them, and what makes them unique?"
Last year, I trained as a facialist to deepen my understanding of skin - how it works, responds, and how we can push what's possible with modern treatments. I also wanted to reimagine what a professional tanning experience could feel like - elevated, exciting, and truly skin-focused. With the help of renowned facial expert Carol Doherty, I developed a series of new facial protocols designed to feel like a "Glow Workout" for the face.
These launch this July in selected SpaceNK stores as part of our retail rollout. There are two signature treatments: The 30-Minute Glow Workout: A fast, effective facial that energises and tones the skin, with a boost of glow at the end - perfect for those short on time but big on results. The 60-Minute Self Glow Pro Facial is where it all comes together. It sculpts, lifts, tones, and deeply hydrates while gradually layering in a new Glow Dropper system micro-dose of DHA throughout the treatment that delivers warmth and radiance. You leave looking like you’ve just returned from a weekend in Capri.
We’re launching the full Self Glow facial experience at The Chelsea Hotel in New York on June 25th, where I’ll be doing a one-week residency. After that, we’re expanding, starting with luxury hotels in the South of France and London in 2026. We’re also developing exclusive pro-use products to pair with the treatments because we believe facials should not only treat the skin but completely transform how you feel in it.
What trends do you see shaping the future of tanning, and how are you preparing for them?
The market has shifted since I launched Self Glow last year. We’re seeing more brands reformulating and rebranding, moving toward a more premium, skincare-led approach. Sunless tanning is evolving. It's no longer a standalone step; it's becoming part of the skincare and beauty routine, with advanced technology and multifunctional formulas to SPF combined with Sunless Tanning.
Beauty customers now expect more from their products, performance, ingredients, and experience. And that shift is happening in the professional space, too. We’re beginning to move beyond traditional spray tans and into more elevated facial and body treatments that deliver skincare benefits and a natural glow. There’s more I could share, but a few of those trends are at the heart of our upcoming NPD for 2026, and I promise, you'll love what’s coming next.
What advice would you give entrepreneurs looking to build a beauty brand today?
Never give up, even when the odds are stacked against you. Stay focused. Trust your gut, it’s right 99% of the time. Take feedback as a gift, not a criticism. And always, always be kind. The people you meet on the way up are often the same ones you’ll meet on the way down, and if you want to climb back up, those relationships matter. Support others in the industry. There’s room for everyone to succeed, and collaboration will take you further than competition ever could.
In business, it’s about creating a moment and a talking point. You want people to stop, take notice, and say Wow. That only happens when you dare to be different. Always keep an eye on your bottom line. Know your cost of goods inside out. Creativity is essential, but if you want your business to last, you must be commercially astute too. Work hard. And if you ever catch yourself getting complacent, pause, reset, and refocus. Building your dream takes time. This is a long game, not an overnight win.
And finally, never let your past define you. Your future is yours to shape. You’re in control. So go out and create it. Everyone can do whatever they want to do in life.
