A theory for why this is so is that during the 20th century it became possible for those with higher incomes to travel to warmer climates during the winter. A tan served as evidence of one's vacation, and thus became a symbol of status.

In earlier Western cultures, lighter skin was preferred, as it was considered a marker of a more "cultured" individual or "gentlewoman" who did not have to engage in outdoor labor.

In eastern parts of Asia, including Southeast Asia, this preference for lighter skin remains prevalent . (However, certain sub-cultures, such as the ganguro of Japan, indicate preference for a darker-skinned ideal as a statement against mainstream Japanese standards of beauty). In East Asia in particular, fair skin is associated with youth, since skin darkens with exposure to the sun and ageing. This conflation of youth and beauty is not exclusive to East Asia, and can be linked to the phenomenon of neoteny. Thus, it is hardly surprising that sales of skin whitening cosmetic products are popular in East Asia. This liking for fair skin however is not a recent development, and in China, for example, can be traced back to ancient drawings depicting women and goddesses with fair skin tones. In those periods Chinese brides were often described and praised to suitors as being fair-skinned, a trait usually only associated with girls from royalty or nobility who could afford to stay indoors most of the time.

Other determinants of female beauty

Although it is said that "beauty is in the eye of the beholder", studies have shown that there are many universal or near-universal qualities which make women attractive. These qualities usually fit into one or more of three categories:

Features which resemble those of infants or children, whose cuteness is appealing to most members of both genders.