A growing movement on TikTok and Instagram known as 'tanmaxxing' is gaining traction, with so-called 'tanfluencers' encouraging followers to pursue deeper tans through extended sun exposure, tanning beds, and accelerators, even advising against sunscreen. The trend eschews established dermatological advice, raising alarms among health professionals.
This push comes as younger demographics, particularly Gen Z and Millennials, spend increasing time on visual platforms where aesthetic ideals often prioritize bronzed skin over safety. The movement appears to be a backlash against previous sun-safety messaging, rebranding tanning as an act of self-care or rebellion.
Forbes reports that dermatologists warn of heightened risks including premature aging, eye damage, and a significantly increased likelihood of skin cancers such as melanoma. The trend promotes behaviors that have been linked to thousands of cases annually, though exact figures on participants are not yet available.
If left unchecked, this movement could reverse public health gains made in sun safety over the past two decades. Social media platforms may face pressure to moderate or label such content, much as they have with other health misinformation, but enforcement remains inconsistent.
Critics argue that some tanning advice is not inherently dangerous if practiced in moderation, and that influencer culture is merely reflecting existing beauty standards. However, the explicit rejection of sunscreen contradicts medical consensus.