Tanning has made an unexpected comeback among young Americans, particularly Generation Z, defying decades of public health warnings about skin cancer and premature aging. The resurgence, amplified by social media platforms like TikTok and Instagram, has dermatologists sounding alarms about a trend they describe as both dangerous and backward-looking.
The phenomenon, known as “tanmaxxing,” involves deliberately maximizing sun exposure to achieve the darkest possible tan. Young people calling themselves “tanfluencers” are tracking UV index forecasts not to avoid the sun, but to find peak exposure times. They’re timing outdoor sessions for when ultraviolet radiation is strongest, using tanning oils and accelerators, and intentionally avoiding high SPF sunscreen. Some even use apps like Rayz or Sunglow that send alerts when the UV index reaches optimal levels for tanning, essentially turning a public health tool designed to warn people about danger into a tanning hype machine.
The shift is striking given that Generation Z grew up differently from previous generations. Most entered adolescence with parents who enforced sun protection rituals—mineral sunscreen, rash guards, wide-brimmed hats, and the careful avoidance of peak sun hours. Their parents, many of whom are elder millennials and Gen Xers, learned skin cancer’s lessons the hard way, having grown up in an era when baby oil and minimal sunscreen were considered acceptable beach attire. But that institutional knowledge appears to be lost on the younger generation now coming of age.
Data reveals the scope of the problem. A 2024 survey from the American Academy of Dermatology found that 67 percent of Americans reported getting tan or darker skin in 2024, up dramatically from 25 percent in 2020. Among Gen Z specifically, nearly 50 percent got sunburned in 2024, according to the survey. More troubling, just 28 percent of Gen Z prioritize protecting skin from sun damage, while 28 percent say getting a tan is more important. The survey also found that 52 percent of Gen Z adults were unaware of basic sunburn risks, and one in four Gen Z adults already report existing sun damage to their skin despite their youth.
The social media aspect cannot be overstated. On TikTok, hashtags related to tan lines have hundreds of millions of views. Young influencers share detailed tanning routines, celebrate bronzed celebrities, and normalize the pursuit of deep tan lines. A 2024 American Academy of Dermatology survey found that 64 percent of Gen Z encountered sunscreen misinformation online, and 36 percent named social media influencers as their primary source for skincare advice.
What tanning actually does to skin is far simpler and more sinister than the aesthetic benefits influencers promote. A tan is not a sign of health—it is evidence of skin damage. When ultraviolet radiation hits skin cells, it damages their DNA. The body responds to this injury by producing melanin, which darkens the skin. This process represents cellular damage, not adaptation. Each tanning session compounds the injury, with accumulated exposure dramatically increasing skin cancer risk.
The dangers are well-documented. One in five Americans will develop skin cancer by age 70. Even a single blistering sunburn during childhood can increase melanoma risk. Research shows that just five sunburns more than doubles the risk of developing melanoma, the deadliest form of skin cancer. UV exposure increases risk for melanoma, basal cell carcinoma, and squamous cell carcinoma. Beyond cancer, tanning damages the proteins that keep skin youthful, causing premature wrinkles, age spots, and leathery texture—ironic outcomes for people pursuing what they see as a beauty enhancement.
The belief in a protective “base tan” is a persistent myth. The extra melanin in tanned skin provides sun protection equivalent to only SPF 2 to 4, far below the SPF 30 minimum recommended by dermatologists. Getting a tan gradually over time does not lower cancer risk; it merely accumulates DNA damage. The notion that it’s only damaging if you burn is false. UV damage occurs whether sunburn develops or not.
One of the more concerning aspects of tanmaxxing is that it may involve psychological addiction. Exposure to UV radiation triggers the release of beta-endorphins in the skin and dopamine in the brain, creating a sense of reward and pleasure. Research shows that some people develop a genuine addiction to tanning, unable to cut back despite understanding the risks. Studies have identified genetic variants associated with tanning addiction, suggesting that for some individuals, the compulsion to tan may have a biological basis beyond simple peer pressure or aesthetic preference.
Dermatologists are increasingly vocal about their concerns. The American Academy of Dermatology points out a significant perception gap between what Americans understand to be safe sun practices and what they actually do. Young people with “not a fully developed prefrontal cortex” are being specifically targeted by influencers promoting behaviors that previous generations recognized as risky. One dermatologist noted that the current tanmaxxing trend essentially resurrects dangerous tanning habits from the 1970s and 1980s—when sunbathers used mirrors to intensify radiation and the health risks were less widely known.
Yet awareness of risks is not translating to behavior change. Fewer than 30 percent of Gen Z respondents to recent surveys expressed worry about skin cancer, even while tanning and burning more than previous generations. The disconnect between knowledge and action reflects a broader pattern in youth health behavior, where immediate social rewards override long-term health consequences.
For those seeking the appearance of tanned skin, dermatologists uniformly recommend safer alternatives. Self-tanning products and lotions provide the aesthetic without UV damage. But the viral nature of tanmaxxing, amplified across millions of social media feeds and reinforced by influencers monetizing the trend, has created a cultural moment where the dangerous pursuit of bronzed skin has become aspirational rather than cautionary. As skin cancer rates continue rising among young Americans, the short-term glow of a tan continues to outweigh the long-term cost to skin health.