Quick Facts

• 28% of Gen Z respondents in a 2024 AAD survey said getting a tan was more important than preventing skin cancer.
• 67% of Americans got tanned or darker skin in 2024, up from 54% in 2020, while sunburn rates climbed from 25% to 35%.
• 64% of Gen Z encountered sunscreen misinformation online, and only 37% of the age group regularly uses sunscreen.

A coalition of sunscreen brands is pushing back against a social media trend called tanmaxxing, a practice that encourages maximizing sun exposure through UV-tracking apps, tanning oils, and in some cases, Melanotan injections. The trend has taken hold on TikTok, where creators document routines that include sitting outside during peak UV hours without sunscreen.

The data behind the trend is alarming. A 2024 survey by the American Academy of Dermatology found that half of Gen Z adults reported being sunburned that year. Ten percent suffered burns severe enough to cause blistering. Thirty-nine percent said burns made their clothing uncomfortable.

The numbers reveal a widening gap between awareness and behavior. A Canadian Dermatology Association poll conducted in April found that nearly 40% of 1,000 Gen Z Canadians surveyed said they had intentionally tanned in the past year. Of those same respondents, 79% expressed concern about skin cancer and 63% acknowledged tanning as a risk.

Dr. Veena Vanchinathan, a board-certified dermatologist in San Jose, Calif., attributed part of the problem to generational distance from visible consequences. “Unlike previous generations who have seen firsthand the effects of sun damage, younger adults may not fully grasp these dangers, especially with the influence of social media trends that promote tanning,” she said.

Social media is amplifying the wrong messages. According to AAD data, TikToks that only criticized sunscreen generated about 4.5 times more shares than those that only promoted it. Critical-only videos averaged twice as many likes. A 2024 survey by Orlando Health Cancer Institute found that 14% of adults under 35 believe daily sunscreen use is more harmful than direct sun exposure.

SPF brands are responding by abandoning fear-based campaigns in favor of lifestyle messaging. Rather than leading with cancer statistics, some brands are focusing on short-term benefits such as clearer skin and avoiding weekend sunburns. The shift reflects a broader recognition that consequences decades away hold little weight with a generation wired for immediate results.

Dermatologists are being pushed into a more active role. Industry strategists now recommend that brands place in-house or partner dermatologists on camera in explainer videos designed to simplify confusing sun-safety guidance rather than promote products directly. The goal is credibility, not conversion, at least initially.

Two core myths driving tanmaxxing are getting direct pushback from medical professionals. Experts including Alice Henshaw, founder of SkinCycles and Harley Street Injectables, are countering the belief that skipping sunscreen produces a better tan and that a base tan protects against future burns. “There is no such thing as a healthy tan from UV exposure,” Henshaw said.

Dr. Brett Sloan of UConn Health added that tanmaxxing-level sun exposure ages the skin by breaking down collagen. “There’s no doubt UV rays cause skin cancer, and some skin cancer can be deadly,” he said.

For SPF brands, the commercial stakes are real. Only 37% of Gen Z currently uses sunscreen regularly, according to AAD data. That gap represents both a public health failure and a significant untapped market. Brands that crack Gen Z’s cultural code on sun safety stand to capture a segment that is already deeply engaged with skincare but resistant to traditional sun protection messaging.

The challenge is not awareness. It is closing the distance between what Gen Z knows and what they do.

Read more: Can SPF Brands Turn Gen Z Off Tanning?