I am VERY pale and the only self-tanner I ever loved was way back in the early 90s. It was by Lancome and called "Esprit de Soleil". It was a moisturiser/self-tanner and looked 100% natural on me.
I have since tried St Tropez, Xen-Tan, Lancome flash bronzer, etc. No luck at all - all too orangey and fake-looking. I have never found anything close to replacing that old product.
Will try Clarins next (I've certainly heard good things about it). If that doesn't work, I'll maybe think about giving up the quest for a tan!