Jules Von Hep, for those who haven’t had the pleasure of coming across him, is a much celebrated and long-loved beauty expert, body-confidence advocate and founder of pioneering self-tanning brand Isle of Paradise. (If you don’t follow him on socials, please do for daily joy and belly laughs that keep on coming)
All this said, beyond his considerable success lies a personal evolution that he has, over the years, been generous enough to share.
Beginning his career as a spray tan artist nearly two decades ago, Von Hep quickly discovered that behind even the world’s most admired A-list and celebrity exteriors (many of whom he tanned on a regular basis), was a sad and almost universal truth: namely that nearly everyone he tanned apologised for their body.
These moments of vulnerability went on not only to shape how Jules saw others, but how he saw himself. Having long struggled with low self-worth and body dysmorphia, he has used his experiences to challenge beauty ideals and reframe his relationship with his own body.
Now, having sold the vastly successful Isle of Paradise, Von Hep has penned the newly released The Confidence Ritual: Give Yourself a Glow Up From the Inside Out (£22, Piatkus), in which he politely requests that we ditch the shame, stop apologising and embrace authenticity, joy and self-love.
I caught up with him to discuss his personal journey, book launch and his most powerful and transformative confidence-boosting tips.
You built a cult beauty brand and walked away. How did you know it was time to leave?
Nothing prepares you for being a brand founder. We created Isle of Paradise to disrupt the beauty industry. At that time in 2018, it was all one body shape, one skin tone, and lots of airbrushing – I hated and still hate that aspect of beauty. Everyone deserves a seat at the table and true representation from the brands they purchase from. True beauty is deeper than the surface, and I believe that how a person feels when they connect with a beauty product or brand is incredibly important. Walking away from Isle of Paradise wasn’t easy and it’s been a lot to process, but ultimately I knew I had changed. My headspace had shifted and I had to move on alone.
Was there grief in letting go?
Yes!! I couldn’t apply fake tan for months, hid the bottles, and began the process of disconnecting. I was letting go of the brand I created and the job that I held, but also that version of who I once was. It felt like I was losing part of my identity. I took time out to reflect on the journey, the process and the people that had been involved. I also booked in for some therapy with Self Space. There was a lot to process and I wanted to do it correctly.
From bronzing bodies to boosting confidence – what inspired you to write The Confidence Ritual?
The Confidence Ritual is, in many ways, the story of my career, and my own healing journey. I spent years surrounded by nudity as a spray tanner, and it was actually a deeply human space – no tech, just feelings. I witnessed vulnerability, celebration, insecurity, and slowly started to understand the unspoken power of confidence and how closely it is linked to inner peace and joy.
I never remembered what a spray tan client looked like, but how they made me feel. For me, this lightbulb moment started a journey of personal body confidence and began the process of making peace with my appearance.
As Isle of Paradise launched and my job became more public, I had to build my confidence from the ground up. Now, I’ve turned my life around, and want to help others do the same. I was inspired to write this book because I know that this ritual works – it’s how I live my day to day and how I stay positive and joyful and ultimately maintain confidence. This book brings it all together — the raw, real-life lessons from behind the spray tan curtain to the front row of a brand launch — and turns them into a practical easy-to-follow guide.
What has shaken your confidence the most in the past?
I have struggled with my appearance for most of my life and spent 20 years hating how I looked. After being bullied at school, it led me to suicidal thoughts, before presenting itself as a recurring eating disorder. I held onto things that people had said to me, and placed my self-worth on the shape of my body. Then, four months before Isle of Paradise launched, I was homophobically attacked in a gay nightclub in Manchester, which made me question if I’d ever leave the house again.
My confidence throughout my life has taken a battering, but during the course of spray tanning I began to unpack these moments until I realised that the situation didn’t necessarily have to change, but the way I viewed it did. Is my body the problem, or is the way I view my body the problem? Am I worthy of greatness, or do I lack the confidence and self-belief to think that wonderful things are possible for me?
I learnt not to neglect my emotions, to build boundaries and to consciously curate a circle of people who lift me up rather than bring me down. I began to recognise that life isn’t an infinite resource – and the small wins are even more important than the big ones.
What does confidence look like to you now?
Previously I thought confidence was linked to being desirable, cool or even sexy – but these things are linked to insecurity rather than confidence. Confidence to me is about shutting your front door and feeling proud of who you are.
It’s about having knowledge in your abilities and not second guessing yourself. It’s about having faith that you are good enough to move your life in a direction you desire it to be.
I believe confidence is directly linked to the levels of joy you have in your day-to-day, and in turn how you navigate feelings of comparison both to others and past versions of yourself. Confidence comes and goes, and while something may happen that wipes it out overnight, you can rebuild and come back stronger!
Jules’ five confidence-sparking commandments
Confidence is a ritual, not a trait
Confidence isn’t something you have — it’s something you practice. Just like brushing your teeth, confidence needs daily attention. Start small. A mirror mantra, a power pose, a bold outfit. If it’s making you feel better, however small it might seem, do it on repeat.
Audit Your Inner Critic
If you wouldn’t say it to your best friend, stop saying it to yourself. The longest conversation you’ll ever have in life is the one with yourself, so why make it negative? Tune into the tone of your self-talk — and consciously reframe it with compassion – would I speak to my best friend like this? Remember confidence doesn’t cultivate cruelty.
Every negative has a positive – it’s physics!
What might feel tough, will ultimately teach you lessons. Don’t be defined by the negative situations in your life, but by your growth. Take action! Confidence doesn’t come before action — it comes from it.
Your Body Is Not a Problem to Fix
If someone bases your worth on your appearance it says more about them than it does about you. Your appearance is the least interesting thing about yourself. Rather than aiming for change, try starting with acceptance, not perfection. You’ll conjure confidence much quicker.
This isn’t a dress rehearsal, stop saving it for best!
I highly doubt at the end of your life you’re going to be given a second chance to smooth out the creases! Stop waiting until you’re “ready” – you’re ready now! Go live your life! Light the candle, wear the outfit, and show up for yourself. I found when I saved things “for best,” I neglected the everyday as being good enough. Honour yourself, you truly deserve it!
The Confidence Ritual: Give Yourself a Glow Up From the Inside Out by Jules Von Hep, (£22, Piatkus)
