If you have fair skin, a gradual tanner is going to give you more control over the color and allow you to avoid uneven color and that unappealing orange tinge. The LORAC selfTANtalizer Body Bronzing Gradual Self-Tanner is a great, natural color and very buildable—plus it smells like vanilla and moisturizes.
The classic, of course, is Neutrogena Build-A-Tan Gradual Sunless Tanning. It's light, dries in five minutes, and does the job (it also smells like self-tanner, but if you can get past that, then you'll be golden—literally).
For your face, again, a gradual product is probably best—Bare Minerals Faux Tan Face Gradual Glow Sunless Tanner is subtle and easy to use.