St Moriz launched its new Advanced Color Correct Mousse exclusively at Ulta making it the first color-correcting self tanner available at the beauty retailer. The introduction of self tanning products that neutralize skin tones in a mass market retailer like Ulta only further confirms sunless tanning is becoming a “normalized” part of beauty routines — rather than still a taboo. Prior to the launch of St Moriz’s new collection, the only color-correcting beauty products at Ulta came in the form of facial serums and foundations. But now, customers can choose from three different self tanners to neutralize their body’s skin tone.

The three new shades include Medium with olive undertones to neutralize red tones, Dark with purple undertones to neutralize yellow tones, and Ultra Dark with honey undertones to add warmth to ashen or dark skin. In the case of these self tanners, customers will want to opt for the mousse that closely aligns with their natural skin tone — not how tan they desire to be. Each mousse works with the individual’s undertones to develop into a tan that is natural-looking, and — thanks to the inclusion of naturally-derived DHA, hyaluronic acid, and vitamin B — is long-lasting with a flawless skin finish.

The launch of the new collection at Ulta is a step forward for the sunless tanning industry as customers who want a more even skin tone all over their body, can now opt for a self tanner to achieve that. Now, instead of being exclusively known for “making you tanner” or worse: “orange,” self tanners are becoming more widely known for their skincare benefits and the overall glowing foundation they provide. Pretty soon, self tanners like St Moriz’s Advanced Color Correct Mousses will become a staple in beauty lovers’ routines everywhere.

All three of the mousses take eight hours to develop, are under $20, and can be found both online and in-store exclusively at Ulta.