Beauty or excess? The truth about artificial tanning at Victoria's Secret

The latest edition of the Victoria’s Secret Fashion Show has once again brought to light a detail that many have started talking about: the intensive use of bronzers and self-tanners on the models. While the golden and even skin tone has always been part of the brand’s signature look, this time criticism came quickly.

This phenomenon invites us to reflect on beauty ideals in fashion, the pressure placed on models’ bodies, and to what extent “looking perfect” involves a behind-the-scenes process that remains invisible to the audience.

The golden image and its context

When we see a brightly lit runway, with models whose sculpted bodies and skin appear as pure bronze, we rarely think about what’s behind it: hours of preparation, makeup touch-ups, lighting, and, in many cases, several layers of professional tanning spray or self-tanner.

In high-profile productions like Victoria’s Secret, this process is taken to another level because the goal isn’t just for the skin to look “perfect,” but to withstand cameras, spotlights, flashes, and long hours of filming.

Experts in the field have explained how, in some shows, models receive multiple layers of professional tanning products applied using airbrushes, tanning booths, and specialized formulas. The result is deeply bronzed, uniform skin with few natural shadows—almost metallic under certain lighting angles.

Why so much tanning?

- Visual uniformity

One reason is that under stage lights, the skin needs to “stand out.” A lighter or uneven complexion can appear washed out under cameras and spotlights. Tanned skin helps legs, arms, and torsos appear more defined, highlighting muscles or curves to create the desired visual effect.

- The golden “glow” aesthetic ideal

For years, having “bronzed skin” has been associated with health, summer, vacation, and glamour. For a brand like Victoria’s Secret—historically tied to that fantasy—maintaining this golden tone reinforces the narrative of exoticism and perfection.

- Competition, standards, and pressure

For models, participating in such a high-profile show means meeting extremely high standards. And although there’s increasing discussion about diversity in body types, uniform and tanned skin remains part of the “ready-for-the-spotlight” look.

What are the critics saying?

On social media and in the press, observations about the excessive tanning have multiplied:

• Users commented that the tone on some models looked almost artificial or overdone.
• Others criticized that this intense tanning can appear unrealistic and send an unattainable message for many people.

These reactions go beyond aesthetics: this type of image can feed insecurities about one’s body and skin by presenting an overly polished and unreachable version of beauty.

What’s behind the process?

The backstage work to achieve that flawless finish is intense:

• Models usually exfoliate the night before to prepare the skin and enhance the absorption of tanning products.
• Several layers of professional-grade self-tanner, sprays, and airbrush applications are used.
• Body makeup techniques, contouring, highlighting, and correctors ensure the tone looks even and luminous under any lighting.
• They also coordinate the tan with facial makeup, hair, and styling to make the whole look cohesive.

In short, it’s not just about “putting on some bronzer,” but an entire production to achieve “runway-ready” skin.

Reflection: What does this mean for the industry and for us?

For the modeling industry

These kinds of standards reinforce that even in 2025, visual perfection still holds enormous weight in fashion shows. And although there have been advances (inclusivity of different sizes, ages, and ethnicities), traditional ideals (bronzed skin, athletic bodies, flawless appearance) still dominate.
It also raises the question: how much of what we see is “real,” and how much is the result of production? How many hours, products, and touch-ups are needed to achieve that final image?

For us as spectators

Seeing this can trigger many reactions: admiration, inspiration, but also frustration or comparison. When we perceive such a polished ideal, it’s easy to feel like we can’t measure up—even though we’re not standing under studio lights with a team of stylists behind us.

From a healthy perspective, this can help us to:

• Recognize that the perfection we see is largely artificial.
• Appreciate the variety of real body types, tones, and styles.
• Redefine beauty as something broader than the “perfect tan.”

Is change on the horizon?

Despite these practices, there are signs of change: brands are promoting more diversity, launching more authentic campaigns, and models are speaking up about wellness and authenticity. The goal could be that “tanned” no longer means “mandatory ideal,” but just one choice among many.

The flawless, bronzed skin of Victoria’s Secret models remains an iconic part of the show. But what’s hidden behind that image—layers of self-tanner, lighting, touch-ups, and aesthetic pressure—invites us to take a more critical look at what meets the eye.
As consumers of fashion and beauty, we can appreciate the aesthetic without letting it define who we are or how we want to look. In the end, true beauty lies in authenticity, self-care, and diversity.