Fake tan sales fading as Britons go for paler look

THE look may be adored by the stars of reality television.

but the orange sheen of fake tan appears to be falling out of favour with the rest of us – with britons returning to their natural complexions.

despite the popularity of shows such as Strictly Come dancing – in which contestants routinely sport a deep glow – sales of self-tan have dropped over the last 12 months.

the proportion of adults using self-tanning products is down from 17 per cent to 13 per cent, according to market analysts Mintel.

At the same time, the use of gradual tanning creams – which build up colour over multiple uses – has fallen from 15 per cent to 13 per cent. the figures appear to be part of a wider beauty trend away from vividly-hued ‘ holiday’ skin to a more ‘pale and interesting’ look.

Jack duckett, of Mintel, said: ‘the trend was highlighted at London Fashion Week, where shows featured models wearing more natural make-up with a dewy sheen.’

the study found the use of tanning salons is also in decline, with just 8 per cent of adults now using them – down from 11 per cent.