IRISH women should bin the fake tan and enjoy our naturally pale skin -- according to the publisher of Ireland's leading fashion magazines.
Businesswoman Norah Casey said that 2013 will be the year for bare-faced beauty.
And the Newstalk and Today host feels women here should be proud of our unique Irish look and embrace it.
"I think those very fresh faced features are going to be right for 2013," Norah told the Herald.
"Personally I'd like to see people who epitomise the Irish look -- that's what we can celebrate which is different."
And Irish woman have a head start as they have natural, milky complexions, says Norah who is urging woman to stick to basics when it comes to make-up.
"I think that sometimes Irish women try and follow the fashion in other countries.
"They also follow the make up lines and sometimes it doesn't suit their complexion," Norah, whose company Harmonia Ltd publishes Woman's Way, U Magazine and Irish Tatler, told the Herald.
"We're always looking for somebody who has that more Irish look in terms of freckles and beautiful naturalness,"said the ex-Dragons' Den tycoon.
Norah, mum to 13-year-old Dara, lost her husband Richard Hannaford from cancer in October 2011.
She stepped down from her role on Dragons' Den in November after work and media commitments left her overstretched.
Norah joined Newstalk radio as co-anchor of Newstalk Breakfast with Chris Donoghue in September.
And her name was also added to the crew of RTE's afternoon show Today as co-host with Blathnaid Ni Chofaigh in November and the pair currently present the show every Friday.
While business is doing well for her publishing company, Norah feels that the recession will take its toll on Irish fashion this year.
"We're not out of the recession yet. It's always the colours that match very well that will be big. Black is back in this year, monochromes are in and those deep greens will also be popular. I think it's going to be a very natural look that's going to work very well," she added
She starts back with Newstalk this week and will be back on RTE next week.
"I actually miss it when I'm not doing it, in an odd way," said Norah.