What Tanmaxxing Is and Why It Is Surging Among Gen Z
Tanmaxxing is an extreme tanning trend in which young people intentionally maximise UV exposure through SPF avoidance, sunbeds and even unregulated drugs, pursuing darker skin despite clear evidence of long-term harm. On TikTok and similar platforms, ‘tanfluencers’ share ‘UV-maxxing’ tactics, timing outdoor sessions to peak UV index and skipping sunscreen to speed up tanning. This sits alongside a cultural shift in which sunscreen is framed as optional, especially among those who tan easily. A 2025 Vitality study found that almost a quarter of Gen Z would rather get burnt than cover up, while 21% say they do not care if they get sunburnt. In this environment, a deep tan is sold as a form of self-optimisation, even though dermatologists stress that every tan represents DNA damage in the skin and a future skin cancer risk.
SPF Avoidance, UV-Tracking Apps, and the Return of Sunbeds
Within the tanmaxxing Gen Z community, SPF avoidance is treated as a badge of honour. Some users track the UV index via apps and then sunbathe with bare skin during the most intense hours to ‘maximise gains’. Misconceptions are widespread: one study reported that one in five young adults believe they do not need sun protection if they tan easily, and 38% think sunscreen is only necessary when the sun is visible. Half of Gen Z adults surveyed by the American Academy of Dermatology were sunburned in 2024, and 64% had seen sunscreen misinformation online. At the same time, sunbed use is roaring back, promoted as a ‘feel good winter routine’ and a supposed way to boost vitamin D and mood. Yet using a sunbed before age 35 is linked to a 59% higher risk of developing skin cancer.
Melanotan Injections: The Underground Shortcut With Serious Risks
Beyond sunbeds and beaches, some tanmaxxing followers are turning to Melanotan injections and nasal sprays, often labeled Melanotan I or II (MT-1 and MT-2). These synthetic peptides stimulate melanocytes to produce more melanin, but UV exposure is still required to darken the pigment, so users pair them with natural sunlight or sunbeds. Despite being unregulated and not approved for human use, MT-2 is widely sold online as a ‘research peptide’ and promoted as a quick route to an intense tan. Dermatologist Conal Perrett warns that Melanotan use can cause vomiting, increased blood pressure, systemic side effects such as priapism and cardiovascular concerns, and worrying changes in moles and pigmentation. Darkening of existing moles can make melanoma harder to detect, while the extra UV exposure needed to ‘activate’ the tan compounds skin cancer risk. Crucially, the long-term consequences in adolescents and young adults remain poorly understood.
Dermatologists Push Back Against a Misleading Tanning Culture
Dermatologists are openly alarmed by the extreme tanning trend and the way social media reframes UV exposure as self-care. Consultant dermatologist Alexis Granite notes that many young patients are invested in skincare yet still treat sunscreen as optional, put off by texture concerns or convinced by posts that glamorise tanning. She stresses that a tan is not a sign of health but of DNA damage in the skin. Health charities highlight that sunbeds mainly emit UVA, while UVB is needed to produce vitamin D, so tanning booths offer negligible vitamin D benefits but a proven cancer risk. At the same time, a parallel debate about ‘sun deprivation’ has emerged, with authors citing studies that link chronic sun avoidance to conditions ranging from heart disease to depression. Dermatologists argue that this nuanced science is being misread online as permission for unprotected, excess UV exposure.
How the Beauty Industry Is Fighting Tanmaxxing With Education
Faced with tanmaxxing Gen Z behaviour, beauty brands and skin health organisations are stepping up education rather than only selling SPF. Teen-focused brand Indu, for example, works with dermatologist Alexis Granite to ‘future proof your face’ messaging, positioning sunscreen as a daily essential rather than a holiday extra. Solésence CEO Kevin Cureton argues that the industry must be more assertive yet approachable when explaining sun safety, a stance echoed at the Skin Cancer Foundation’s Partner Summit. Campaigns now focus on debunking myths: that darker skin does not need protection, that sunbeds are a safe vitamin D hack, or that a burn is an acceptable route to a long-lasting tan. The goal is to reframe a ‘good’ tan as healthy-looking skin with minimal UV damage, challenging a culture where extreme tanning is treated as a status symbol instead of a health hazard.
