Kate, Pippa Middleton Boost Self-Tanner Sales

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Photos: Getty Images

 Dubbed the "Middletan" effect, Pippa and Kate's bronzed ways have people stocking up on self-tanner.

Meet the new Golden Girls!

In a trend retailers are dubbing the "Middletan" effect, the Duchess of Cambridge and her sister, Pippa Middleton, appear to have sparked a new craze for ... self-tanner?

British department store Debenhams says sales of fake tanners on the afternoon of the royal wedding—during which the bride and her sister showed off sun-kissed complexions—were up by a whopping 219 percent compared to April 29, 2010.

The day after the "I dos" saw a 200 percent boost, and the store claims its staff have been "inundated" with customer queries about scoring a Middleton-worthy glow.

“You simply can’t underestimate the impact that Kate and Pippa will have on the beauty industry," Debenhams beauty director Sara Stern said in a press release. “Already streams of wannabe princesses have been flooding into our stores looking to achieve their healthy, groomed look. In particular, Kate’s more subtle shade of tan is perfect for big occasions such as weddings. A light tan to complement your skin tone is much more appropriate than the deeper, more noticeable shades used on a night out."

While the Duchess of Cambridge played up her natural glow with a pink blush she applied herself, Pippa (who has been rumored to rely on a mobile spray-tan service to maintain her beachy look) appeared bronzed and freshly tanned in her Sarah Burton for Alexander McQueen maid-of-honor dress.

Of course, nothing says "tan" like a honeymoon in the Seychelles ...

In related news, the sisters have also driven demand for a Modalu handbag and L.K. Bennett wedges.