Since 2005, London-based self-tan experts, Makebelieve Beauty, have been striving to continue to develop the ultimate indulgent, sun-free tan that helps you feel good about yourself. Breaking away from the stereotypical orange colour and biscuity smell often associated with fake tan, makebelieve is for self tanners looking to achieve a beautifully natural-looking, streak free tan. After all, a nice tan just makes us all feel more confident and beautiful both inside and out.