Many cultures today around the world consider fair-skin as a symbol of beauty. What were the causes of this standard? | AskHistorians Archive Observer

Many cultures today around the world consider fair-skin as a symbol of beauty. What were the causes of this standard?

by Javachomo

To be more precise: is it due to the spread of western influence to the rest of the world or were these beauty standards already there to begin with?

DericStrider

A side question related to this, when did it also go in the reverse in western culture (or at least in most English speaking parts of the world) and tanned skin become more the desired look.