It’s no secret that the UK is ahead of the sunless tanning game in comparison to the U.S. — and that’s thanks to revolutionary brands like St. Moriz (@stmoriz) that have been in the self tanning game for well over a decade. The England-based sunless brand made it’s debut in 2007 and has since expanded into 35+ countries, including the U.S., and is now sold on the shelves of Ulta, Target, and Walgreens. The brand is known for it’s professional-like skin finish results at an affordable price point as well as its alluring fragrance unlike any other self tanning line. What’s more is, over the past 14+ years, the brand has grown to offer a bit of something for everyone from tanning facial serums, to dark self tanning mousses, to their new line of clear tanning waters and sprays.

To talk about how the brand has managed to expand while still staying true to its high quality formulas and attainable price points brand identity, Founder Mel Brownlow and Global Tanning Expert Jordan Cook talked to The Tan Bible about St. Moriz’s journey thus far, as well as what’s next for the brand.

How did you start St. Moriz? What was the inspiration behind the brand?:

Mel Brownlow: Having worked in the beauty industry for most of my career, I had always wanted to start my own business. I used to have spray tans and had tried cheaper retail self tanning brands, but they did not give you to result of a salon tan. So, I thought here is an opportunity and created St. Moriz Self Tan — offering salon quality products that you can use at home at an affordable price.

My inspiration was to create the perfect glow, which was affordable, easy to apply, and smelled great.

What have both of your journeys within the beauty industry looked like?:

MB: I have always been in the beauty industry working for companies like Gillette, Unilever, Coty ,and Boots Walgreens Alliance.  My background is in sales, brand development and manufacturing, so I understood the basics of getting a product to market

Jordan Cook: I worked in the makeup industry, both freelance and with the well-known brands Urban Decay & MAC and loved every second of it. Previously to this, when I was training in special FX make up, I volunteered with burn victims in helping them cover burns and scars. I used self tan in all aspects of my work before working for the brand and St. Moriz was always my go-to even before working with them. I’m so lucky now to put what I learned all those years ago being a military tanner both in work and out into my everyday job!

Do you prefer clear solutions or ones with color guides? When do you advise using one versus the other?:

JC: My preference always depends on the occasion. If I want to be a little darker than the everyday tan, say for a night out or a party occasion, I use the guide-colored mousses. I like to ‘marinate’ in this tan overnight and I feel that they give me that little bit of a deeper tan rather than building up the product with a couple of applications. If it’s just my everyday or weekly tanning routine, I do use the clear applications, just so I don’t have the worry about color transfer and can easily do this before my day, get dressed, and know my tan is beautifully developing underneath my clothes without the concern of it transferring.

Favorite St. Moriz product?:

MB: My favorite product is the Advanced Pro Miracle Tanning Serum, it gives you an amazing caramel glow like you have had a week in Miami. It’s full of skincare benefits like hyaluronic acid to give your skin a softer plumper feel and aloe vera to moisturize without feeling greasy and give the skin a cooling and soothing effect. It also includes super vitamins like A & E which are known for their anti-aging and antioxidant properties, they can also help to nourish the skin and decrease sebum production. It includes a fantastic ingredient in called Dermacom which is proven to boost collagen and elastin production.

JC: OK, this one a tricky one! I have so many!! If I had to niggle it down to one ultimate favorite (which I always go back to) it’s the Fast Tan Mousse. I go super dark. The guide color is beautiful too! You can use it as an instant or leave it for the developed color. The product just sits oh so well on my skin. If I was stuck on a desert island that is the one I would be taking!!

What was the first product you developed?:

MB: The first product we developed was the St. Moriz Professional Tanning Mousse in medium, it is still one of our best-selling products today. So easy to apply, it smells great, and gives you a fantastic tan.

A lot of people are afraid to use self tanners on their face out of fear of breaking out, what tips would you offer or skincare regimen would you suggest those people follow when tanning to avoid a breakout?:

JC: If you have acne-prone skin, I would definitely recommend using a couple from the range that I have found are beauties! Spray Tan in a Can falls flawlessly on to the skin, it’s literally a spra-and-go product. There’s no need to rub this product in to the skin and its transparency in color means that you won’t have any guide color going in to your pores and grabbing to blemished areas.

I’ve also found that tan on your face can wreak havoc and cause breakouts. However, the Clear Face Mist out of our advanced range, again doesn’t need to be rubbed in with fingers or mitts and doesn’t have a guide color — you literally spray a fine mist all over your face and décolletage and go about your business. Let the tan do its business. Both of these products develop gradually and beautifully and with them both being so lightweight on the skin, there is no issue of clogging up your pores.

Do you have a moment you're particularly proud of? When have you felt the most fulfilled?:

MB: When I first saw my products on shelves in retailers like Ulta, it made me feel so proud.

Best piece of advice you’ve ever received?:

MB: Enjoy the journey, remember to have fun and the business success will take care of itself.

JC: ‘Never a failure, always a lesson’. You don’t know if you don’t try and just because the first time didn’t go quite to plan, it doesn’t mean, by trying again you won’t succeed! I apply this to everything in life. No one is perfect at everything, how boring would the world be if we were? It’s what you learn along the way that makes your journey!

How did you arrive at the perfect formula?:

MB: Lots of trial and error, working with salons to get the perfect color, trying lots of fragrances, and asking friends and family for their opinion. They are your best critics, they tell it to you straight

What advice would you give to new entrepreneurs in the beauty space?:

MB: Focus on the quality of the product, that is what creates loyalty. Understand your customer and ask their opinion.  The St. Moriz brand started with one product and slowly increased when our customers asked for them.  We started with the St. Moriz Professional Tanning Mousse in medium and then we were asked for a dark mousse, and so the story goes on.

What do you think the future holds for the sunless industry?:

MB: I think the sunless tanning industry is going to continue to grow.  In the UK, the sunless ranges have become a category, not just an extension of sun protection. Customers are tanning all year round and expect skincare benefits in their products, such as Vitamin E, A, Aloe Vera and Hyaluronic acid.

Consumers are all aware of the dangers of the sun and want that all year-round glow without having to worry about sun damage. They also have incredibly busy lives and as we have seen in the UK, sunless will soon become a part of people’s skincare routine.

Any secret tips you have when using your products that others might not know about?

JC: ABSOLUTELY YES! The baby powder or dry shampoo trick. If you’re a military tanner like myself and get the dreaded diamonds on the inside of your elbow crease or back of the knees, or just anywhere in general that your tan doesn’t seem to stick so well; blast over a light dusting of colorless dry shampoo or baby powder and tan over the top of it! It will sure stick then. It takes away any excess oils in the skin that might be preventing the tan from soaking in so good! Also, using colorless dry shampoo after you’ve tanned takes away any tackiness and helps reduce transfer while you’re developing. Just a light spray from about 30cm away and let it fall naturally, don’t rub it in. Thank me later.