Unhealthy Habits

Now that the weather is getting nice, it not hard to see people that people are getting ready for the warmer seasons. People are starting to tan more and I am here to ponder why people do things like that to themselves that have been proven unhealthy.

Melanin is a chemical that is found in a lot of organisms. In the human body, melanin colors hair, eyes, and most obviously, the skin. When the body is exposed to lots of ultraviolet rays, the UV rays damage the DNA in the skin, which the body repairs. Through the process, the body also releases melanin, which darkens the skin. In the past, pale skin was more desired because it often indicated wealth (the pale skin indicated that they didn't have to work out in the fields) and it's been traditionally considered lovely, pale skin often being compared to porcelain dolls. However, today, tanning is popular and pale skin is seemingly out. However, there are clear health risks, such as cancer, and more minor things, like causing skin to age faster. But why do people do it when it's proven to cause harm?
In the past, there were also other customs in other countries that were dangerous. In China for about 1000 years, there was the custom of foot binding. According to Wikipedia,

"First, each foot would be soaked in a warm mixture of herbs and animal blood; this was intended to soften the foot and aid the binding. Then, the toenails were cut back as far as possible to prevent in-growth and subsequent infections, since the toes were to be pressed tightly into the sole of the foot. To prepare her for what was to come next, the girl's feet were delicately massaged. Cotton bandages, 3 m long and 5 cm wide (10 ft×2 in), were prepared by soaking them in the blood and herb mixture. To enable the size of the feet to be reduced, the toes on each foot were curled under, then pressed with great force downwards and squeezed into the sole of the foot until the toes break. This was all carried out with no pain relief, causing the girl to experience severe pain. The broken toes were then held tightly against the sole of the foot. The foot was then drawn down straight with the leg and the arch forcibly broken. The actual binding of the feet was then begun."

The process of foot binding happened when the arch of the foot was yet to be fully developed, usually between the ages of 4 and 7. The aftereffects of foot binding usually were lifetime mobility disabilities and bad odors from the skin in the foot.

 

Now, the dangerous practice of foot binding is outlawed, but the outcome was once considered quite beautiful. I don't really see it.

Question: Why do people do dangerous beauty rituals that could cause (or do cause) bodily harm? Also, if you know of a beauty custom that was once favorable but now is not or illegal, discuss it as you answer the question.