Is One Of Our Fave Beauty Trends About To Die Out?!

We all love a bit of false tan, right?

Just like our favourite reality stars, we’ve all become accustomed to getting ourselves bronzed before heading to a swanky event. Or just, er, to work.

Kim Kardashian Kim Kardashian is open about her love of fake tanning


But it turns out that us Brit ladies are actually going OFF the orange stuff.

See: Best Fake Tan: Shop The Top High Street Buys

According to market analysts Mintel, sales of self-tan have dropped significantly over the past 12 months. They’re down from 17% to 13%.

TOWIE The TOWIE ladies got us onto the fake stuff


Not only that, but the use of gradual self-tanning creams (y’know, the products that build up colour over time) have fallen from 15% to 13%.

Tanning salons themselves are also in decline.

See: Kylie Jenner Loves Cocoa Brown False Tan… And This Is The Proof

Thought people were heading for spray tans in their droves? Well, it seems not. Only 8% of adults now use them, which is down 11%.

Kylie Jenner We’re pretty sure Kylie Jenner will still be buying bottles of false tan


So why IS this happening? Seeing as it’s a year-round study, it can’t be because we’re now in winter.

It seems to have more to do with the fact that beauty trends are heading further away from sunkissed ‘holiday’ skin and closer towards a ‘pale and interesting’ look.

See: How To Apply Fake Tan: The Beauty Team’s Top Tips

Millie Mackintosh Millie Mackintosh knows the benefits of a bit of bronzing



This was notable at this year’s Fashion Week shows, where models shunned fake tan in favour of their natural complexions.

As Mintell’s Jack Duckett says: ‘The trend was highlighted at London Fashion Week, where shows featured models wearing more natural make-up with a dewy sheen.’

Pale skin Models shunned fake tan on the SS16 catwalks


While we think it’s great that more of us are feeling more comfortable in our own skin, we’re not sure we’ll be throwing our mitts away just yet…