Best one I've ever used is Avon's Skin-So-Soft self tanner. They have a light/medium and a medium/dark (if you're pale, go with the light/medium.) It looks very natural - I've gotten lots of complements the times I've used it.

Ive used both the St Tropez for pale skin very successfully. If it is specifically a gradual tan you are looking for then Im using the Johnston range of moisturisers with the gradual tan built in and its very natural looking. Hope that helps;)

Jergens is great but, only downfall is the smell this is true with all of them it think ...if you use it at night after showering then shower in the AM to remove the smell it works great then after a week for once a day or a couple of days if you do it twice a day it is glorious make sure you do the tops of your hand and feet to make it blend..It is so gradual that you can us the darkest one and it is beautiful.