On a sun-drenched beach in Spain, Vogue Angela Williams adjusted her oversized aviators, sipped limoncello, and filmed yet another Instagram reel—this one showcasing her latest product: Bare By Vogue Water in travel size. It wasn’t just a lifestyle shot. It was a strategic move in a $1.2 billion global self-tanning market where Williams, 38, has quietly built an empire out of her obsession with glow. The product, available in duty-free shops from Heathrow to Barcelona, isn’t just selling—it’s becoming a signature part of her brand, woven into every podcast, every post, every family vacation captured on camera.
From Reality TV Wife to Beauty Mogul
Williams didn’t start out as a beauty entrepreneur. She began as a model, then became known to UK audiences as the wife of Spencer James Matthews, star of Made in Chelsea and brother to James Matthews, husband of Pippa Middleton. But Williams has spent the last five years deliberately stepping out of his shadow. In 2020, she launched Bare By Vogue, a sunless tanning line designed for the “year-round glow” crowd—people who want bronze skin without UV damage. By 2025, the brand had expanded into airport retail, with travel-sized bottles appearing in terminals across Europe and North America.“Sunless tanning is the way forward,” Williams declared in an Instagram reel posted in May 2025. “We have got travel size Bare By Vogue Water—and you can get this in the airport. You can get it online.” The line now includes mists, mousses, and body oils, all marketed with her signature blend of cheeky humor and unapologetic honesty. Her personal tanning routine, detailed in a RTE Lifestyle article on April 30, 2025, became a viral talking point: applying product mid-flight, reapplying after swimming, even sleeping in it. “I’m not a morning person,” she told the outlet. “But I am a tan person.”
Podcasts as Product Launchpads
Williams’ media presence is her most powerful marketing tool. She co-hosts three podcasts: My Therapist Ghosted Me with comedian Joanne Mary McNally, Never Live It Down, and Vogue & Amber with her sister, Amber Louise Williams. Each show features product placements so seamless they feel like casual confessions. In one episode of My Therapist Ghosted Me, she casually mentioned using Bare By Vogue Water during a red-eye flight to New York. The product sold out online within hours.She doesn’t just talk about the product—she demonstrates it. Her Instagram feed, with 1.2 million followers as of November 2025, is a curated gallery of tanning rituals: applying lotion on a yacht in the Balearics, spraying mist in a London taxi, even using it while breastfeeding. “It’s not advertising,” she told VIP Magazine in July 2025. “It’s just my life. And if people like the glow, they’ll buy it.”
Black Friday and the Business of Glow
The brand’s commercial momentum peaked in late 2025 with a Black Friday sale offering 30% off all tanning essentials—except gift sets, which Williams deliberately excluded to preserve perceived value. The strategy worked: sales surged 142% compared to the previous year, according to internal company data shared with The Telegraph. The company also expanded distribution beyond its direct-to-consumer site, landing shelf space at Marks & Spencer and Next PLC, two of the UK’s largest retailers.“This isn’t a vanity project,” said beauty industry analyst Lisa Chen of Euromonitor. “Williams has cracked the code: she’s turned her personal brand into a product ecosystem. People don’t buy tanning lotion—they buy the version of themselves they see in Vogue’s stories.”
The Family Factor
Her marriage to Spencer Matthews remains central to her public narrative. The couple, married since 2018, celebrated what Williams called “the never-ending 40th” birthday for him in London last fall—an event she documented with a glittering Instagram post. While their former podcast, Spencer & Vogue, ended in 2023, their personal lives continue to fuel public interest. In May 2025, The Irish Times published a candid excerpt from her memoir, where she admitted: “Spencer ran towards me with red flags hanging off him in every direction.”Yet, Williams has made it clear her brand isn’t tied to his fame. “I’m not the wife of someone famous,” she told VIP Magazine. “I’m the woman who figured out how to make a living doing what I love—without waiting for someone else’s spotlight.”
What’s Next for Bare By Vogue?
Williams is already testing new markets. Rumors suggest a men’s line is in development, and she’s exploring partnerships with luxury resorts in the Maldives and Santorini. She’s also considering a subscription model for regular tanning product deliveries—a move that could lock in recurring revenue.The bigger question: Can she sustain this momentum? The beauty market is crowded, with giants like St. Tropez and Fake Bake dominating shelf space. But Williams has one advantage no competitor can replicate: her authenticity. Her followers don’t just see a product—they see a woman who’s unafraid to show her real routines, her real flaws, her real life.
“I’m not selling tan,” she said in a recent podcast. “I’m selling confidence. And if you can’t fake that, you can’t fake this.”
Frequently Asked Questions
How did Vogue Williams turn her tanning habit into a business?
Williams leveraged her personal brand across social media and podcasts, turning her daily tanning routine into relatable content. By showcasing Bare By Vogue products in real-life scenarios—airports, beaches, parenting moments—she created authenticity-driven marketing. Sales spiked after product placements on her podcasts, especially when she mentioned travel-sized bottles during flights.
Where can you buy Bare By Vogue products?
Bare By Vogue is sold directly through its website and in airport duty-free shops across Europe and North America. It’s also available at major UK retailers including Marks & Spencer and Next PLC. The travel-sized Water variant is exclusively available in airports and online, targeting frequent flyers.
What’s the difference between Bare By Vogue and competitors like St. Tropez?
While St. Tropez leans into luxury and clinical branding, Bare By Vogue markets itself as approachable and lifestyle-driven. Williams’ product line emphasizes convenience—travel sizes, quick-dry formulas, and scent-free options—and is promoted through her personal storytelling rather than celebrity endorsements. This resonates with younger consumers who prioritize authenticity over prestige.
How does Vogue Williams balance her business with her family life?
Williams integrates her business into her family life rather than separating them. She films product videos while on vacation with Spencer Matthews and their children, and even features her sister Amber in her podcast. This blurring of personal and professional lines builds trust with audiences who see her as a real, relatable figure—not a polished influencer.
Is Bare By Vogue expanding beyond tanning products?
Yes. Internal sources indicate a men’s grooming line is in development, and Williams is testing collaborations with luxury resorts for exclusive product bundles. She’s also exploring subscription boxes for monthly tanning essentials. Her broader business empire includes Gen Kids Clothes, sold at Marks & Spencer and Next, showing her strategy is to build a multi-category lifestyle brand.
Why has her tanning routine become so popular?
Williams’ tanning routine is popular because it’s raw, unfiltered, and relatable. She shares how she applies product while breastfeeding, on planes, and even after swimming. Unlike traditional beauty influencers who use lighting and filters, Williams shows the messy reality—making her audience feel like they’re learning from a friend, not a salesperson.