Distinguished The Paleness

For a more paleness, copy the background layer and set its blending mode to “Screen.” Use Image → Adjustments → Desaturate or “Black & White,” then “Shadows/Highlights” to increase the effect. The exact adjustment options should vary according to your image content.

                              Here’s the layer after creating the mask in PS.

The effect will cover the entire image unless you click on the “Create Layer Mask” button while holding the Alt/Option key, and then paint the pale areas with the brush tool and white color. You can control the effect’s strength with the opacity slider.

No paleness.