This study relies on qualitative methods to investigate Hispanic women's skin color perceptions. The primary goal is to identify the relevance of these perceptions on their beliefs about their own physical attractiveness. Thirty-four self-identified White-Hispanic women attending a large Hispanic Serving Institution in the southeastern United States were interviewed for this study. Unlike previous research findings on Hispanic women's skin color preferences, findings identified a "tan" skin color as preferred; pale skin was viewed as "plain" and unattractive. This preference was associated with four themes about physical attractiveness: (1) desirability among their peer groups, (2) increased value in dating contexts, (3) sexual appeal to men, and (4) marker of Hispanic identity in social contexts. Findings from this study are important for those researchers addressing identity development and relationship issues among Hispanic populations in the United States.