It's 100% cultural. I think the pale look is super unattractive and ghostly/ghoulish. Tanned skin is beautiful.
It's not that it is a sign of wealth due to leisure. People who work outdoors are tanned too. It's the warmness. The glowing. The gradients. Something impressed upon me at a young age that this is the standard of beauty.
When I'm in Asia and I see people carrying umbrellas and doing skincare, their skin looks clinical and less appealing to me than those who aren't doing it. I logically know the anti-sun regime is healthier for their skin, but my primate brain tells me it's unattractive.
It's unfortunate that increasing melanin production from the sun causes DNA damage. Because it looks so good to me.
There are a variety of drugs that induce pigmentation or melanocyte production, but none are FDA approved. Most of them can lead to cancer, either by uncontrolled cell proliferation, impact on unrelated cell populations, or disrupting normal hormonal signalling.
Melanotan-II was popular some years back, but there are half a dozen others that use a variety of different mechanisms. None of them are approved.
It's unfortunate that we haven't developed something better than exposing ourselves to DNA damage, but it's probably not the biggest priority.
