Shade names can be persuasive, but they are not standardised across brands. One brand’s medium may not match another brand’s medium, and a darker shade is not always the better value if it looks too strong for your usual look. Instead, compare the shade range available for the exact product format you want.
If you are fair or new to tanning, a lighter, gradual or buildable option may be easier to correct if you apply too little or too much. If you already tan confidently, you may prefer a deeper shade or a faster-developing formula. The key is to compare like with like: St. Tropez mousse against Bondi Sands mousse, gradual tan against gradual tan, and dry oil against the closest alternative, rather than comparing completely different product types.
Look at whether the product clearly states the intended depth, such as fair-to-medium, medium, dark or ultra-dark. If that information is missing from a retailer listing, check another retailer’s listing before buying. It is better to pause than to guess, especially with self-tan where the result is visible for several days.