Today, most people want that tan that makes them look more beautiful. In history, people didn't want to be tan, at all, they would use leads, aresenic and chalks to make themselves pale. They often got lead poisoning just to look "beautiful."
In the 1920s, designer Coco Chanel was seen with a tan from staying in the sun too long. The suntan trend was started by mistake! Dyes and creams were developed to help with the tanning process. In the eighties, tanning salons became very popular because the "golden" look could be achieved faster.
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