Tanning brand ST. TROPEZ is making waves with an innovative new gradual self-tanner that can be applied in the shower.

“Gradual Tan In Shower” is a gel formula activated by water, meaning that it can be applied to clean wet skin and left to develop.

After three minutes the lotion is rinsed off, leaving a sunkissed pigmentation that gradually builds into a bronzed glow through daily use, with the added benefit of simultaneously functioning as a moisturizer.

St. Tropez Global Tanning Ambassador Jules Heptonstall recommends working the product into the skin in circular motions to avoid streaking.

He also recommends using the three-minute activation time to apply a hair mask or brush your teeth.

The brand claims: “This no nonsense hero allows you to minimize grooming time and enjoy an even and natural looking glow, without the fuss and time traditionally associated with tanning.”

The hotly anticipated product, which features Kate Moss as its “face” and has already attracted a waiting list of thousands of people, is set to hit shelves in the UK, the US, Canada and Latin America this June.

It will be priced at $25 for a 6.7 oz bottle and will be available to pick up in North America from stores including Ulta, Sephora, Sephora Inside J.C. Penney and QVC, Women’s Wear Daily reports.