Twi-hards are having an effect on the beauty industry now, having set a new trend for pale make-up.

Sales of pale foundation have reportedly shot through the roof since the release of the latest film The Twilight Saga: New Moon and some cosmetic companies claim they’ve seen a 200 per cent rise in customers buying pale make-up. According to the online beauty shop FeelUnique.com, their current best-selling product is a pale pink illuminating powder by Bare Escentuals called Mineral Veil. L’Oreal have also seen their True Match powder in Rose Ivory increase in sales by 133 per cent.

Pale skin - which is now deemed a must-have look - has been seen on the face of celebrities in recent months. Girls Aloud star Nicola Roberts recently launched a make-up range for paler skin. She said she’d created her range because she knew how difficult it could be to find the right sort of look with the products already out there.

“For years I felt like the ugly one in Girls Aloud. I was tall, skinny, with red hair and the whitest skin you’ve ever seen - standing next to four of the most gorgeous girls in Britain. Hopefully I can help a lot of girls out there to look their best.”