I've selected this comment but realise that quite a few have quoted me and asked the same question.
I actually think women with fake tans look silly too, especially when they're heavy which they often are. Everyone, in my opinion, looks just right with their normal skin tone.
However, and the people who are showing faux outrage are being disingenuous here, there is an undeniable difference between the sexes in the UK when it comes to the use of cosmetics( which fake tan is). It is common and unremarkable for women to wear some make up, although in the case of enormous eyelashes and huge eyebrows those women deserve to be ridiculed too. It is not at all common or usual for men to wear make up and when they do eg on make up counters, they look like drag queens( not a good look).
In the same way it's common for women to dye their hair but unusual for men and if they do it looks silly( think back to the frosted tips of the late nineties). Having a fake tan is unusual for the majority of men and the type of man that would do it is likely to be extremely vain, obsessed by their appearance, probably shaves their armpits and chest hair and thinks that not being able to put your arms by your sides because your upper arms have been so pumped up by steroids is a good look.
When I think of my son and my nephews who are in the age range of early 20s to early 30s, all educated professionals, who all take care of their appearance, not one of them has ever had a fake tan or used a sunbed and wouldn't dream of doing so. If any of them turned up at a family gathering looking orange they'd definitely be teased, as would any of the women there.
People can of course make whatever choices they want but some choices are going to attract comment, not all positive. I don't subscribe to the saying" don't say anything unless it's nice" school. I'm more " you've got to be cruel to be kind" way of thinking.