The US has 200 million white people that live in a mostly warm and sunny climate. Women often tan before vacations or events so they look better in the pictures.
I live in Asia and I think tanned white people do not look good at all most of the time, to me it just looks weird. I much prefer the pale look. People with naturally tan skin however I think look very good.
Men (7.4%) and women (11.5%) both do it, but yes women in the US in larger numbers. Worth mentioning it’s still a substantial % of men.
https://pmc.ncbi.nlm.nih.gov/articles/PMC5664932/#:~:text=9....
People also tan before going on sunny vacations to get a “base” and prevent extreme burns. See: flights back to the Midwest from Miami after Spring Break.