This product is a great self tanner. It goes on with a grayish green tint and then once you rinse off it’s a nice natural golden glow! I have extremely pale skin and it works great on me and looks very natural. Be sure to spread it evenly and get every spot so you don’t have patches. Also, i personally leave it on much longer than the 10 minutes to make sure it is darker. The shorter amount of time you leave it on prior to wash, the lighter the tan will be. It does work in 10 minutes, but it’s just a very light. Sometimes I even leave it on for hours and have never had a problem!