Why do people say white is the standard of beauty?

ok well I'm white and I hear people on here say that white is the established standard of beauty but in real life people are always (and have always) made my skin seem like a bad thing. They say I'm too pale, I need to get a tan. Everyone on tv is at least a little tan and they say that my nose is big. I knew a white girl back in high school who got a nose job to make is smaller. I don't have that kind of money. I'm ok with myself and I don't listen to the people but I'm just wondering why people say that when no one wants to be pale. It seems like darker skin is the standard of beauty. Even in India where I've heard they want lighter skin but they wouldn't want skin as light as mine, it's still tan.