The Era of Fake Baking (Finally!) Comes to an End.

According to The Times, the bronze age is over. Fake baking, like all trends, is nearing its expiration date. The article's author cites celebrities including Victoria Beckham, Cheryl Cole, Daisy Lowe, Kelly Osbourne, and Alexa Cole as just a few examples of the previous postergirls for the Oompa Loompa look that have toned down their tanning. Why even Mischa Barton has admitted she hates fake tanners.

The US and UK's love affair with fake tanners reportedly began with Kate Moss and a "castaway" editorial that make-up artist Charlotte Tilbury and photographers Mert Alas and Marcus Piggott shot for Vogue in 2002:

“We created a deep, layered tan on Kate, a look that was replicated on her in campaigns for Cavalli, Louis Vuitton and Missoni.” After that, says Tilbury, “everybody started doing it — but badly”. The backlash is going to be huge,” she predicts.

Simon Doonan, creative director of Barneys New York department store and author of "Eccentric Glamour", says "Every trend has a sell-by date, and the fake tan thing definitely has expired this year. What once looked healthy and lush now looks cheesy and has bad connotations." What bad connotations you ask? "Well, I associate a tanned look with skin cancer. But, really, it's the fake thing. Centuries ago, women used powered lead to whiten their faces. It made them ill and is just as loony as hosing yourself with tangerine fake tan."

And it’s this anti-extremes attitude I’m beginning to realise is key to the pale look. Rather than aspiring to a ghostly bone white, the new pallor is all about the natural look, a kind of pared-down beauty that needs no artifice. Except, of course, for a slash of bright red lipstick, which is a beauty treat the new, fair-skinned me can carry off with panache. And which made the old, tanorexic me look like trash.

So now that fake baking is on its way out, how do tanorexics cope with their soon-to-be new pale looks?

The Times suggests ditching the bronzer and instead opting for pink blusher, as well as keeping skin glowing with a bit of tinted moisturizer on it. They also recommend finding the perfect foundation for your natural skin tone, and mention that Chanel does pale particularly well. The perfect hair color will also compliment a pale look, and The Times suggests consulting with a salon. And lastly, because we're all now keenly aware of the dangers of the sun, make sure your moisturizer has at least SPF 15 to keep your skin looking youthful.

It seems like pale stars such as Scarlett Johansson, Rose McGowan, and Dita von Teese are well-ahead of the newly emerging pale trend.