Why do I feel that I look better tan?

I have never/would never go to a tanning bed. I’m speaking of sun tans here.

I can’t figure out if it’s an old thing, like, an Out of Africa thing. Our ancestors were out in the sun all the time, they lived outside, worked outside, therefore it feels natural and good to be sunkissed and so I look better. Maybe I’m crazy.

Or is it a new thing in that media pumps us with images of wafer-thin, tan models and therefore that is where our standard of beauty stems from.

Or do I just like my Vitamin D?