Destined for the world of tanning, as a professional spray tan artist James worked with some of the most extraordinary people, from top photographers and designers like Tom Ford, Burberry and Sophia Webster, not to mention stunning supermodels such as Naomi Campbell and Rosie Huntington Whitely, plus other incredible talents like Ellie Goulding and Mariah Carey. He quickly became a recognised influencer in tanning trends worldwide, as well a regular judge for several prestigious beauty awards.

A self-tanner from a young age and a fan of self-tan wipes as a teenager James spent a lot of time dreaming up new innovations and thinking of interesting ways to avoid tanning faux-pas.

Renowned for his innovative, first-to-market and award-winning formulas like Sleep Mask Tan (the world’s first overnight tanning product which has graced the pages of the most prestigious publications across the globe),  Click & Glow and H2O Tan Drops James’ first-hand tanning experiences led him to develop new ways to improve the delivery and performance of the products in the market resulting in a concise edit of skincare rich, innovative, multi-purpose tanning products.

He continues to pour his ideas and expertise into his eponymous brand, constantly considering the user’s needs, experience and lifestyle and introducing new tanning concepts such as this year’s GLOW20 Facial Tan Serum and GLOW20 Tan Mousse – the range that allows you to decide your glow, depending on how long you leave it on.

Bursting with nourishing and hydrating skincare ingredients the range includes gradual tans, traditional self-tan, express tan and instant self-tan, all products have been designed to be used by tanning novices and experts alike but you can be sure they have been tried, red carpet tested, obsessed over and Instagrammed by James’ star-studded A list clientele as well.