Gen Z’s Shift Toward ‘Tanmaxxing’
They grew up hearing about skin – Gen Z has spent their formative years hearing repeated warnings about skin cancer, tanning beds, and the necessity of sunscreen. Despite this, a growing movement is reshaping their approach to sun exposure, with many embracing a practice known as “tanmaxxing” to achieve a sun-kissed appearance. This trend, fueled by social media, is pushing young people to prioritize tanned skin over sun protection, sparking concern among health professionals.
The Rise of Tanmaxxing on Social Media
TikTok’s algorithm is now spotlighting a new wave of influencers who promote extreme tanning methods. These creators, often referred to as “tanfluencers,” share content that blends lifestyle vlogs with health tips, using apps to monitor UV levels, documenting their time in the sun, and even advocating for tanning pills as a shortcut. The platform has become a hub for a cultural shift that redefines the relationship between skin health and beauty.
“A little burn goes a long way,” one creator captioned a video, referencing the viral audio track “sunmaxxing.” Another TikToker added, “Tanning bed hallelujah,” a nod to Justin Bieber’s song, highlighting how the trend has taken on a playful, almost celebratory tone.
Health Risks and Misconceptions
While the pursuit of a golden tan has long been a symbol of American attractiveness, the current trend is raising alarms about its risks. The World Health Organization (WHO) has classified indoor tanning devices as carcinogenic, placing them in the same category as cigarettes, asbestos, and plutonium. However, many young people are unaware of these dangers, opting for convenience and aesthetics over caution.
Indoor tanning saw a decline in the mid-2010s, celebrated as a public health success. Yet, tanning beds are experiencing a cultural comeback, particularly among Gen Z. This resurgence is linked to the perception that tanned skin is synonymous with health and beauty. For some, the idea of achieving a glow through natural sun exposure or tanning beds is seen as a harmless way to enhance their appearance.
Chasing the Glow: A New Standard
“There’s no such thing as a safe tan,” says Dr. Shereen Teymour, a New York-based dermatologist. “Unless it’s a spray tan.” She notes that while spray tans offer a safer alternative, the popularity of tanmaxxing suggests a broader cultural shift. “Tanning is starting to be packaged almost like a beauty routine or a wellness habit,” Teymour explains. “It’s literally your skin saying, ‘I’m being damaged, let me produce more pigment to try to protect myself.’”
Young people like Arielle Sinicin, a 25-year-old from New Jersey, have integrated tanning into their summer rituals. For her, a perfect day at the Jersey Shore includes body surfing, smoothie bowls, and hours under the sun. “The trend definitely could perpetuate younger girls not wearing sunscreen,” she says. “But those things are happening anyway.” Sinicin’s perspective reflects a generational divide in attitudes toward sun safety, where the pursuit of a tan often overshadows the risks.
Survey Results and Generational Gaps
A recent survey by the American Academy of Dermatology reveals alarming trends in Gen Z’s understanding of sun protection. The findings indicate that 64% of respondents have encountered sunscreen misinformation online, and 20% say getting a tan is more important to them than preventing skin cancer. This data underscores a growing disconnect between scientific knowledge and everyday practices.
Meanwhile, the market for safer tanning alternatives, such as self-tanners and at-home spray tans, is expanding. Yet, many young people still favor the natural results of sun exposure or tanning beds. Self-tanners, for instance, can leave an orange or streaky appearance if applied improperly, but the perceived authenticity of a sun-kissed look keeps them popular. The convenience of tanning beds, combined with their affordability, also makes them appealing.
The Culture of Looksmaxxing
Experts trace the roots of tanmaxxing to the “looksmaxxing” movement, which emphasizes extreme measures to maximize physical appearance. This includes using tanning stickers that mimic the Y2K-era logos of Playboy, hearts, and stars—symbols that evoke a nostalgic, idealized aesthetic. The trend is part of a larger shift where beauty is increasingly tied to digital validation, with influencers shaping perceptions of what is desirable.
Kamren Fisher, a 21-year-old from southern Utah, exemplifies this phenomenon. He uses self-tanners in the winter but prefers sunbathing in the summer, believing the natural results justify the risk. “We’re almost to the point where everyone is educated enough to be like ‘Hey maybe we shouldn’t go to tanning beds,’ … but in replacement of that, they go and sit in a UV 10 for hours with no protection,” Fisher says. His statement highlights the cyclical nature of sun exposure trends, where one method is replaced by another without significant changes in risk perception.
Expert Perspectives on the Trend
Dr. Teymour, who once frequented tanning salons before becoming aware of the dangers, is particularly worried about how the trend is being marketed. “It’s terrifying,” she says, explaining that tanning culture is undergoing a Gen Z rebrand. “They’re using terms like ‘sunmaxxing’ to make it sound like a conscious choice, but it’s still about damaging the skin.”
She also points out that while Gen Z is arguably the most informed generation about skincare through social media, misinformation is spreading rapidly. “People are learning about beauty routines online, but they’re not always connecting the dots between tanning and long-term health consequences.” This disconnect is evident in the way tanning is presented as a lifestyle, rather than a health hazard, leading to a culture where even minor burns are seen as part of the process.
A Broader Cultural Shift
As the trend continues to gain traction, its influence extends beyond individual choices. The obsession with achieving a specific look—whether through tanning pills, UV-index tracking, or branded stickers—reflects a societal push toward an ideal
