The new trend fit in with shorter hemlines and rebellions against Victorian values. In 1923 after accidentally tanning in the French Riviera, French designer Coco Chanel started a trend of tanning, which began to be associated with health and leisure. With increasing numbers of people laboring out of the sun in factories and mines, thoughts about the sun began to change. By the late-1800s, sunlight started to be used to treat medical conditions, including consumption, rickets, depression, and “madness.” Early 20th-Century Tans Lightening creams were available for sale, some of which contained lead as an ingredient. In the 19th century during the Victorian period, women aimed for a pale appearance, wearing hats and carrying parasols. ![]() In 17th-century France, during the reign of King Louis XIV, French society stayed out of the sun and used whitening cosmetics, which also helped to hide smallpox scars. Pale skin was favored in Greek, Roman, and Elizabethan cultures of the past. Some cultures still have this preference, but for Caucasian people in the United States and Europe, the tan is in. Through much of history, pale skin was desired, since a tan showed you had to do manual labor outdoors.
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