Isle of Paradise

Isle of Paradise is a British self-tanning brand founded in 2018 by Jules Von Hep, a celebrity spray tan artist who had spent more than a decade working backstage at fashion week [6]. The brand is built around colour-correcting tanning formulas designed to suit a range of skin undertones, and it sells self-tan drops, mousses, tanning waters, bronzers and SPF products. It is owned by Future Beauty Labs, a Glasgow-based beauty incubator that also runs the sister brands Tan-Luxe, Tanologist and BYOMA [5].

Before launching the brand, Von Hep had built a client list of fashion models and well-known names, including Sienna Miller, Kate Moss, Poppy Delevingne and Lily James, prepping their skin for runway shows and red-carpet appearances [10]. He stepped away from the company in February 2025, after which Future Beauty Labs assumed full operational control [5].

Von Hep worked as a tanning specialist for more than ten years, including time with established tanning brands such as St. Tropez, before turning his professional technique into a consumer line. According to the company, the idea grew out of his backstage work giving models a custom, colour-correcting glow, which he set out to translate into products people could use at home. Cult Beauty describes the origin in similar terms, noting that "after a career helping fashion models get runway and red carpet-ready with his unique colour-correcting tan technique, Jules Von Hep created Isle of Paradise."

The brand launched in 2018 under Future Beauty Labs, which had itself been founded in Glasgow in 2016 by Marc Elrick. Trade coverage indicates that Isle of Paradise came after the incubator's first brand, Tan-Luxe, and the timeline suggests it was built in-house rather than acquired.

Isle of Paradise is part of Future Beauty Labs, a British brand incubator led by founder and chief executive Marc Elrick, with offices in Glasgow and New York [5]. The parent company keeps branding, design, manufacturing and research largely in-house and operates a portfolio of beauty brands that also includes Tan-Luxe, Tanologist and BYOMA, the last launched in 2022 [8].

Sources differ on where Isle of Paradise itself is based. Beauty Independent places the company's operations in Glasgow and New York through Future Beauty Labs [8], while a review of the brand records its headquarters only as the United Kingdom, without naming a city [9]. The brand's own site does not state a headquarters; its operational base is tied to Future Beauty Labs' Glasgow infrastructure.

Von Hep, who had partnered with Future Beauty Labs for roughly five years, announced his departure on 19 February 2025 [6]. In a statement he said it was "with a heavy but open heart" that he was leaving, adding that the Future Beauty Labs team would "take the reins from here on out" [5]. The company has continued to operate the brand since his exit.

Isle of Paradise positions self-tan as a way to achieve colour without sun exposure, pairing tanning products for those who prefer to stay out of the sun with daily SPF for those who do not. Inclusivity and body positivity are central to how the brand presents itself: Cult Beauty notes that it was "the first self tanning brand to feature a plus-size model" in its marketing [7], and its formulas are framed as suitable for a wide range of skin tones and body types. The company states that all of its products are vegan and cruelty-free, and that it does not sell in countries that require third-party animal testing [3].

The brand's defining feature is a colour-correcting system intended to counteract the unevenness and orange cast associated with some self-tanners. Its tanning drops come in three variants matched to undertone: Peach, formulated with what the company calls an "OXY-glow" complex for fair skin; Green, using a "SuperBalance" complex for light to medium complexions; and Violet, built on a "HyperViolet" complex for olive or sallow tones [3]. Most products use naturally derived DHA, the active ingredient that develops colour on the skin, and the brand highlights skincare ingredients such as hyaluronic acid, avocado oil, coconut oil and aloe, along with its signature peppermint and eucalyptus scent.

Beyond the drops, the range includes a Sunny Serum, an Express Self-Tanning Mousse, tanning waters, and application accessories such as a hyaluronic-infused tan mitt and a face and body bronzing brush. Editorial coverage has credited the brand with introducing some of the first colour-correcting self-tanners to the market.

The Self-Tanning Drops, which are mixed into a moisturiser before application, became the brand's breakout product through social media. Lifestyle outlets reported that the drops went viral on TikTok, with one noting that "the secret to their golden glow is actually Isle of Paradise self-tanner" as before-and-after videos drew large view counts and the product repeatedly sold out [11].

Isle of Paradise has received an Allure Best of Beauty award in the self-tanning category, displayed on its website. Its products, particularly the Self-Tanning Drops, have also been covered widely in lifestyle media in connection with their popularity on TikTok.

Isle of Paradise remains active. Its website carries a full product catalogue and tutorial content, and its products are distributed through major retailers including Boots, Sephora, Space NK, Cult Beauty and Amazon. Following founder Jules Von Hep's exit in February 2025, the brand continues to operate under Future Beauty Labs, with a presence across the UK, the United States and other markets.