As the legendary surfer, Laird Hamilton puts it, over the last few decades we have become the first culture in human history to fear the sun. All other cultures have not only embraced it but worshipped it. He actually shuns all sun-protective measures and trusts his body to protect him the best way it can.
I would add a word of caution here. No other culture travelled so far out of their location of genetic origin, we never had our ozone layer as damaged as we do today, and our diet has never been as poor and toxic as it is for the majority of the population. So caution and moderation are still advised.