After years of public health campaigns warning about the dangers of excessive sun exposure and tanning beds, a growing social media trend known as “tanmaxxing” is encouraging some Gen Z users to pursue darker tans despite the risks.

Popular on TikTok under hashtags like #TanTok, #sunmaxxing, and #UVmaxxing, the trend features influencers sharing tanning routines, UV exposure strategies, tanning bed visits, and even unapproved products marketed to enhance tanning. For many participants, bronzed skin remains closely tied to beauty, confidence, and summer culture.

Dermatologists, however, are alarmed by the resurgence of tanning culture. Experts warn that tanning is not a sign of healthy skin but rather evidence of UV damage. Both natural sunlight and indoor tanning beds expose the skin to ultraviolet radiation, which is classified as carcinogenic by the World Health Organization. According to the American Academy of Dermatology, at least one in five Americans will develop skin cancer during their lifetime.

The trend also highlights the growing impact of online misinformation. A recent survey found that many Gen Z users encounter misleading sunscreen advice online, while some believe tanning is more important than preventing skin cancer. Dermatologists report seeing the spread of myths such as the idea that a “base tan” protects against sun damage or that tanning beds are safer than sunbathing.

Health experts stress that there is no such thing as a safe tan, except for cosmetic alternatives like spray tans. They recommend limiting sun exposure, using broad-spectrum sunscreen with SPF 30 or higher, reapplying sunscreen every two hours, and choosing products that can be used consistently.

As tanning is increasingly marketed online as a beauty or wellness routine, experts warn that the trend risks undoing years of progress in sun safety education.