I have been using this tanning foam and the face tanning water for almost a year now and love it. The color is so natural, it goes on smoothly, and the smell (while still somewhat detectable after many hours) is less than other lotions. My only reasons for giving 4 stars instead of 5 are: 1) you do have to apply the product every other day in my experience to avoid developing patches where it washes off, so while you don't have to use a lot of the product at one time, you end up going through the bottle very quickly; 3) related to how quickly a bottle runs out, this stuff is EXPENSIVE for how often you have to purchase it to actually maintain a flawless tan; and 4) it is a bit of a pain to have to order this on the website, and the shipping is pretty slow. I know this is a high quality product, so I am okay paying the high price, but I don't think most people can afford to regularly buy this. I would love to see the price decrease as the product becomes more popular, is sold in stores, etc. Really hoping the brand uses its rising popularity to offset costs to the customer! I would also love to see this product on Amazon, because that would make ordering way more convenient and shipping way faster.