From Tokyo to Jakarta, hardly anyone in Asia fancies exposure to UV rays, because a brownish tan does neither imply grace nor aesthetics, but poverty. Evading this social stigma partnered with a maniacal obsession for fair skin has a long tradition in the Orient, which dates back to antique times. Back in the days, a pale complexion was considered noble and aristocratic – only the riches could afford to stay indoors, while farmers working the rice paddies toasted inevitably under a glaring sun. The privilege of a noble pallor continues strong and even influences the chances of getting married to a better-off family.