But doctors hope that the style will change. And the Skin Cancer Foundation hopes that Go with Your Own Glow, a campaign that encourages women to embrace their natural healthy skin tones, will catch on.
"We're trying to change the aesthetic and visual perception of tanning," said Karcher.
Choi hopes to see the same changes within the skin community.
"Body satisfaction is a very important message," said Choi. "You are who you are, and people need to know they don't need to be pursuing a tan in order to feel good about themselves."