In the olden days, and I am talking way, way back, it was a status symbol in European culture especially among women, to be “pale.”
Imagine fair skin, and not just naturally fair skin (that Swedish skin I inherited from my mother) or what some often term an “English” complexion (which means one burns easily in the sun). To show fair skin meant you were wealthy enough to not have to work outside like peasants and slaves.
And being white and, even more than white, pale thus frail, also implied that she was naturally above those darker persons whose job was to toil outside so you could stay inside.
Thus, a lady would powder her face (which action, in addition to trying to conceal blemishes with patches that could be interpreted as beauty spots, was really an attempt to cover up smallpox scars).
Now, the same physical and social dynamic might also apply to men. The urban “fops” (both straight and gay) in eighteenth century England did powder their faces. The more rugged guys (probably “rough trade” for the fops) probably showed tans, but again, a darker skin implied a lower social status.
By the 1930s, the standard of skin beauty had changed, especially in America which contained a state with a Mediterranean climate, California. And that state was producing movie stars who dictated to the masses new standards of beauty. If Joan Crawford praised sunbathing, the ladies of America (the few who had time to sunbathe, that is) would follow suit.
(It also helped that the poisonous arsenic-based makeup women used to create the illusion of paleness was a thing of the past by that time.)
Men started showing their torsos, especially after Clark Gable (Joan's long-time lover and compatriot) was the pioneer who dared to show off his hunky chest in It Happened One Night. By the 1950s, the tanned muscle bods of the California beaches were worthy of emulation. Beach Blanket Bingo, here we are.
And a skinny pale boy, the victim of sand kicking, could become a tanned bronze god by following the Charles Atlas workout routine.
It seemed like a nanosecond since that time to the tanning beds, salons, and steroids embodied in that woman who literally burned herself in order too attain her goal of the ultimate tan. (Is she sporting the burnt toast look?). In her case, her pursuit of an illusion produced its opposite: an admittedly grotesque “hyper real” image.
Porn is in many ways by its very nature hyper real. Yet even though there were periods where one look was the model of beauty, such as the gay macho Castro Street clone look (which Al Parker and Will Seagers naturally embodied), the genre was able to revel in a range of skin and body types, from Peter Hunter's pale skinny twinks to the ebony muscle of Joe Simmons and their social and sexual implications.
Beauty in in many cases skin deep, but I think the emphasis could be on deep, because it's hard to separate the largest and most visible organ of the body, the skin, from one's deepest social and sexual identities.
I am thrilled I got some compliments about my sunburn, but I'm not going to develop that look obsessively. I'm more than my skin. Much more.