The best kept secret in the world of beauty is finally out! The UK’s most trusted tanning brand, St.Tropez, has appointed supermodel, entrepreneur and body positive activist Ashley Graham as its new Global Brand Ambassador.


In her new role, the global beauty icon will lend her influential voice to the brand, headlining their motivational You Set the Tone campaign. The bold campaign encourages everyone to feel good, embrace their individuality and glow with confidence.





Ashley says “The secret is finally out! I’m so excited to be working with St.Tropez as the new  face of their iconic brand. St.Tropez  has always been my trusted go-to for a  healthy, natural-looking tan, and I love  that the products make it easy and  quick to have a natural looking glow  year round. But for me, it is not just about glowing skin – having a golden glow on the outside also gives me confidence on the inside. I feel like I can take on the world with a tan! I couldn’t be more proud to partner with St.Tropez to kick off  a brighter tone for 2021.  “

Working closely with the brand over the last year on the partnership, Graham now begins her role leading the St.Tropez ‘You Set the Tone’ Campaign, which  encourages everyone to feel good, embrace their  individuality and glow with confidence. With iconic status across the tanning and skincare category, St.Tropez continuously brings new, innovative, easy to  use formats that makes it quicker and easier for you  to get a Sunkissed glow at home, without the harmful  effects of UV rays. Combining the best in tanning technology and superior skincare ingredients, they are the trusted go-to for a hydrated, longer lasting, and natural glow that adapts to your skin tone.  Ashley will lead the campaign with the rest of the global tanning tribe of celebrity fans, tanning experts, influencers, professionals, and social communities.  Graham’s first in-store campaign image will hit stores later this month with more exciting content set to follow on the brand’s social channels.

Jacqueline Burchell, St. Tropez’s Global Marketing & Product Development Director says

“We’re absolutely thrilled that Ashley Graham has chosen to work with us. We have been long-time fans of her positive spirit and motivational work to raise confidence and self-belief in everyone across the world. Ashley has an authentic relatability that appeals to many globally; she is a busy working mum, a successful businesswoman and a natural beauty who many truly admire. St.Tropez and  Ashley share the same ethos and attitude so we’re  so excited to bring such a positive energy to our  brand and ultimately our customers. For so many people, tanning isn’t about how it makes you look, it’s how it makes them feel and we know that self-care, feeling good and looking after yourself is so important, especially with what we are all going through right now. There is no better advocate to bring to life and drive our You Set the Tone ethos.  We can’t wait for everyone to finally see what we have been working on together.”




About St. Tropez

As the go-to tanning brand for women

worldwide, St. Tropez leads the industry in innovative formulas, enhanced benefits and improved user experience. On a mission to put the self back into self-tanning, St. Tropez offers a range of products and finishes that suit every  skin tone, skin type, beauty regime or lifestyle to  allow everyone across the globe to glow with  confidence… because after all tanning isn’t just  how it makes you look, it’s how it makes you fee