Self-tan guru James Read is bringing his new and improved skin care-focused self-tanning range to the U.S. via an exclusive partnership with Credo.
London-based Read’s Self Glow by James Read will debut in Credo’s 15 stores Tuesday, launching with four products: Dusk to Dawn Overnight Tan Facial, $58.50, Sunbright Tinted Tan Drops, $52, Sunblush Hydrating Tan Mist, $52, and Endless Summer Gradual Tan Moisturizer, $58.50.
“At Credo Beauty, we seek brands that align with our ethos and meet the evolving needs of our clients,” said Jessica Trieber, VP of Brands at Credo Beauty. “Self Glow by James Read marks our first full collection in the sunless tanning category — bringing a skin care-first approach to self-tanning. With advanced skin care actives, vegan formulas, and a strong commitment to sustainability, welcoming James Read into the Credo Beauty family was a natural next step as we expand into this growing category.”
Read, who launched an eponymous self-tanning brand more than a decade ago, wanted to take a different approach this time around.
That’s why the product line, which launched in the U.K. last year and has received investment from Beauty Group London, uses natural cacao as a skin tint, instead of synthetic color guides, allowing the product to work for all skin tones, especially darker skin tones.
The hero product in the line is the Dusk to Dawn Overnight Tan Facial, which promises to plump the skin with ingredients including hyaluronic acid spheres, aloe vera, and a natural, plant-based DHA.
The brand is also kicking off a partnership with Hotel Chelsea in New York to launch a limited-edition summer facial featuring Self Glow, beginning June 25.
“It’s a whole workout for the face, but at the end of it your skin looks like you’ve been to Capri for three or four days. It’s all about warming and just using products that just bring out your inner warmth,” explained Read.
James Read
Self Glow by James Read launched in the U.K. last May, launching in Space NK, Liberty, Selfridges and Harvey Nichols.
“Feedback has been literally amazing,” said Read of the U.K. launch. “We’ve got a new product launching next month and there’s already been 30,000 orders.”