Yeah, it's on the expensive side, but honestly, for me, it's worth it.I'm a red head. I do not tan naturally (period). No, I cannot lie out for 10 minutes at a time and build a tan. It's not chemically possible with my complexion.That said, over the years I've tried many products which at first, with the built in bronzer, made me think I looked like everyone else. But I did not. I've tried the spray tanning boothes, and I just looked crazy.But at some point something directed me towards this product. Specifically the mousse. It's messy to put on, can't always get all the parts I want to, but in the end, I can wear shorts and just feel more confident when it's done. Actually, if I do go out in the sun and get a little burnt (not healthy) and then add this product, it's even that much more deep and natural.