THE STORY

My passion for all things tanning started in the late 90s when I joined the now iconic St Tropez. I was delighted to launch key products in the brand such as the Bronzing Mousse and Mist. I was personally trained how to spray tan by the founder of St Tropez back in 2002 and it wasn’t until years later that I launched my own bespoke spray tan service. From a few hotel room visits, the service evolved to me visiting clients at home and culminated with me taking a residency at the incredible WLondon Away Spa.  I recently won a GQ award for as best wellness experience in the U.K. Over the past 21 years I have worked as a tanning expert for the world’s major tanning companies such as L’Oreal, Garnier, Xen Tan Sienna X which has cumulated in becoming the Global Creative Consultant for Fakebake.My expertise has been lent to promotional campaigns, a spokesman for self tan on major TVs shows such as This Morning and a familiar and firm favourite with the UKs beauty press.

I’m also very proud to work on major movies and TV series such as Riviera with Julia styles. I’ve recently completed new campaign for 2021 for Derek Rose loungewear with Oliver Cheshire and Wellmen with David Gandy. My Tans for Dancing On Ice have also become a yearly event along with models for front cover in the worlds press.

However, it is my love of meeting the public and visiting my clients all over London which I am known for best. No matter what the occasion, your skin tone or beauty regime I always find the right tan for you.

Photo courtesy of Nicola Bensley

james-signature