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is not somthing shameful or insulting. Its a natrual reaction of body when exposed to sun. You can try reducing tan by applying homemade facepacks that include CURD+LEMON+OATS, 2 times a week .Also try to avoid sun exposure by covering up (scarves/full sleves etc) . Sun screens are helpful but for a short duration only, so for long hours of exposure covering is better option.
Dont feel insulted or embarassed, tanning reduces with time, always.