If you’ve ever scrolled through Instagram and wondered how Ashley Graham manages to look like she just stepped off a yacht in the French Riviera—even when she’s clearly in a Brooklyn apartment—you aren’t alone. The "glow" is practically her trademark. But here is the thing: a lot of people think she just spends her life on a beach. In reality, the Ashley Graham St Tropez connection is much more about a bottle than a boarding pass.
She's been the Global Brand Ambassador for St. Tropez since early 2021, and honestly, the partnership changed how a lot of us look at self-tanner. It wasn't just a face on a box. She actually co-designed kits and shared the kind of "fail" stories that make you realize even supermodels get streak marks.
The Reality of the Ashley Graham St Tropez Partnership
It’s easy to assume celebrity brand deals are just about posing for a few high-res photos and cashing a check. This one felt different. When Graham joined as the face of the "You Set the Tone" campaign, she was very vocal about the fact that she’d been using the brand for years. She basically told everyone that a good tan isn't about looking skinnier or hiding "flaws"—it’s about that weirdly specific boost of confidence you get when your skin has a bit of warmth to it.
She didn't just promote the standard line. She dropped the St. Tropez x Ashley Graham Ultimate Glow Kit. This included the Luxe Whipped Crème Mousse, which was a pretty big departure from the thin, watery mousses we were all used to.
"A good tan gives me that radiance and boost you feel after a great vacation, and with St. Tropez I can get that feeling from home." — Ashley Graham.
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That quote basically sums up the whole vibe. She’s a busy mom of three. She doesn't have time to bake in the sun for six hours, and frankly, she’s too smart to risk the UV damage.
How She Actually Applies the Stuff
Most people mess up self-tanner because they rush. Ashley has been pretty transparent about her "bada bing, bada boom" method, but there are some specific steps she swears by.
- The Prep Work: You have to exfoliate. If you don't, the pigment just clings to dry patches and you end up looking like a zebra. She uses a non-oily scrub because oil creates a barrier that prevents the tan from sticking.
- The Mitt is Non-Negotiable: She co-designed an applicator mitt for her kit for a reason. Using your hands is a fast track to orange palms.
- The "Boob Sweat" Struggle: Honestly, this is the most "human" thing she’s shared. She admitted to People that she’s dealt with sweat stains on her stomach while the tan was developing. Her fix? Applying a little bit of translucent powder in the creases of her body (like under the boobs or the back of the knees) while the tan sets.
- The Rinse: She uses the Express Mousse frequently, which allows you to control the depth. One hour for a light glow, three hours for a deep bronze. She recommends rinsing in lukewarm water—not hot—so you don't "melt" the color off before it has fully developed.
The Face Mist Hack
The product she mentions the most isn't even a body mousse. It’s the St. Tropez Purity Face Mist. She uses it over her makeup or even just as a midday refresher. Because it’s a fine mist, it doesn't leave those weird droplets that turn into freckles. It’s basically her secret weapon for looking awake on Zoom calls.
Why This Still Matters in 2026
We've seen a lot of celebrity beauty brands come and go. Remember when everyone had a skincare line? Most of those are in the clearance bin now. But the Ashley Graham St Tropez collaboration stayed relevant because it focused on inclusivity in a way the tanning industry hadn't really mastered yet.
For a long time, self-tanner was marketed as a way to look "smaller." Ashley flipped that script. She showed the product on her "big, strong, beautiful body" (her words) and focused on how the skin feels.
Common Misconceptions
People still think self-tanner smells like burnt biscuits. That’s a 2005 problem. The Luxe Whipped Crème Mousse Graham helped launch actually has a fragrance inspired by her favorite fine scents—sort of floral but not overwhelming.
Another mistake? Thinking you only use it in the summer.
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Graham uses it year-round. Especially during Fashion Week (like her 2023-2024 appearances in Paris), she uses the Gradual Tan Classic Daily Firming Lotion to keep the glow alive without having to do a full-body deep tan every weekend. It’s more of a maintenance thing.
Actionable Tips for a "Graham-Level" Glow
If you’re trying to replicate the look, don't just buy the darkest bottle you can find. Start with a kit. The Ashley Graham x St. Tropez Getaway Glow Kit is usually the best entry point because it includes the mitt.
- Avoid the "Dark Hand" Syndrome: When you finish your arms, just use whatever is left on the mitt for your hands. Don't add more product.
- Moisturize the "Grip" Points: Put a tiny bit of regular lotion on your elbows, heels, and knuckles before you tan. These areas drink up pigment and turn way darker than the rest of your body if you aren't careful.
- Wait to Dress: Give it at least 10 minutes. Even if it says "touch-dry," give it a moment. Wear something loose and black.
- The "Double Coat" Trick: For events, her pro-tanner Sophie Evans has been known to use a base of the Classic Mousse followed by a "sculpting" layer of the Extra Dark Mousse on the legs and collarbones. It creates a subtle contour.
The real takeaway from the Ashley Graham St Tropez era is that the "perfect" tan doesn't exist—only the one that makes you feel like the best version of yourself. Whether you’re actually heading to the south of France or just to the grocery store, the goal is the same: confidence.
To get started, prioritize exfoliation 24 hours before application to ensure an even canvas. If you're nervous about streaks, mix a little bit of the tanning mousse with your regular body moisturizer for a "diluted" version that’s much more forgiving for beginners.