In recent years, a troubling trend has emerged among Generation Z in the United States: a growing obsession with tanning, Health despite the well-documented risks of skin cancer. A 2024 survey by the American Academy of Dermatology revealed that 28% of Gen Z prioritize achieving a bronzed look over preventing skin cancer, a statistic that has alarmed dermatologists and public health officials alike. This shift, fueled by social media platforms like TikTok and Instagram, is raising urgent concerns about the long-term health consequences for young Americans. As tanning beds and prolonged sun exposure regain popularity, experts are sounding the alarm about the dangers of UV radiation and the need for better education on skin cancer prevention.
Tanning has long been associated with beauty and health in American culture, but its popularity waned in the early 2000s as awareness of skin cancer risks grew. However, Gen Z—born between 1997 and 2012—appears to be reversing this progress. Social media influencers are promoting tanned skin as a symbol of vitality and attractiveness, often showcasing their tanning routines or tan lines on platforms like TikTok. Videos with hashtags like #TanningTok and #SunbedVibes have garnered millions of views, with young people sharing tips for maximizing their tans or flaunting their sun-kissed glow. This trend is not just about natural sun exposure; tanning beds, once considered a relic of the 1980s and 1990s, are making a comeback. According to a report from The Tanning Shop, a major tanning chain, the number of tanning salons in the U.S. has grown by nearly 40% since 2018. The Independent
The allure of tanning is particularly strong among young women, who are more likely to use tanning beds than their male counterparts. A 2025 study by the Skin Cancer Foundation found that 97% of women diagnosed with melanoma before age 30 had used tanning beds, highlighting a direct link between indoor tanning and skin cancer risk. Despite these statistics, many Gen Z individuals view tanning as a form of self-care or a “wellness treatment,” a perception that dermatologists say is dangerously misguided. Dr. Heather Rogers, a Seattle-based dermatologist, told Women’s Health that modern tanning beds emit stronger UV rays than older models, potentially making them even more harmful. Just one session can increase the risk of squamous cell carcinoma by 67% and basal cell carcinoma by 29%. Women’s Health
Skin cancer is the most common form of cancer in the United States, with over 5 million cases diagnosed annually, according to the American Cancer Society. Melanoma, the deadliest form, is particularly concerning for young people, as those who begin using tanning beds before age 35 face a 75% increased risk of developing it. UV radiation from both the sun and tanning beds damages the DNA in skin cells, leading to mutations that can cause cancer. Beyond cancer, tanning accelerates skin aging, causing wrinkles, sunspots, and loss of collagen—effects that may not be immediately visible but can have lasting consequences. Skin Cancer Foundation
The rise of unregulated tanning products, such as nasal tanning sprays, is adding another layer of risk. These sprays, popularized on social media, contain Melanotan 2, a chemical that stimulates melanin production to darken the skin. While marketed as a safer alternative to UV exposure, these products are not FDA-approved and have been linked to serious health issues, including melanoma and respiratory problems. The Consumer Trading Standards Institute (CTSI) has warned that these sprays lack proper safety assessments, and their long-term effects are unknown. In a 2025 article, Susanna Daniels, CEO of Melanoma Focus, expressed concern about their popularity among young consumers, noting that they “encourage harmful behaviors” and may increase skin cancer risk.
So why are young Americans prioritizing tanning over their health? Experts point to a combination of social media influence, misinformation, and a lack of awareness about the dangers of UV exposure. Gen Z is bombarded with images of bronzed influencers who present tanning as a glamorous lifestyle choice. Videos showcasing tanning bed sessions or sunbathing routines often downplay or ignore the risks, creating a false sense of safety. Some TikTok users even dismiss skin cancer concerns with comments like “I’ll just get it cut out,” not realizing that treating skin cancer can be invasive, painful, and, in some cases, life-threatening.
The accessibility of tanning salons also plays a role. Unlike Australia, which banned commercial tanning beds in 2015, the U.S. has relatively lax regulations. Many states allow minors to use tanning beds with parental consent, and some have no age restrictions at all. This regulatory gap, combined with the affordability of tanning sessions—often as low as $10—makes it easy for young people to indulge in the habit. Additionally, the misconception that a tan is a sign of health persists, despite scientific evidence to the contrary. “Tanning is actually your skin in trauma,” said Belle Bower, an Australian TikToker and skin cancer advocate who lost her father to melanoma. Her message resonates globally, but it’s struggling to cut through the noise of tanning culture in the U.S.
Public health organizations are scrambling to address this growing crisis. The Skin Cancer Foundation has launched campaigns like “Spray, Don’t Bake,” encouraging young people to opt for self-tanning products over UV exposure. Self-tanners, which can take 30-60 minutes to produce visible color and last about five days, offer a safe alternative to achieve the desired bronzed look. However, experts stress that these products must be used correctly to avoid uneven results, which could deter users from making the switch.
Education is another critical piece of the puzzle. Dermatologists are calling for schools and community organizations to teach young people about the dangers of UV radiation and the importance of sun protection. Regular skin cancer screenings, especially for those who have used tanning beds or experienced sunburns, are also essential. The American Academy of Dermatology recommends annual checkups with a board-certified dermatologist to catch potential issues early. High-profile cases, like wrestler John Cena’s skin cancer diagnosis in 2025, have helped raise awareness. Cena, who admitted to never using sunscreen until his diagnosis, now advocates for daily SPF use and regular checkups, emphasizing that “skin cancer doesn’t discriminate.”
Government intervention could also make a difference. In January 2025, the U.S. Surgeon General proposed adding cancer warning labels to alcoholic beverages, citing their link to seven types of cancer. A similar approach could be applied to tanning beds, with warning labels or stricter regulations to deter use. However, any such measures would require Congressional approval, which could face resistance from the tanning industry.
The tanning trend among Gen Z is a stark reminder that public health messaging must evolve to keep pace with social media’s influence. While the desire for a golden glow is understandable, the risks far outweigh the temporary aesthetic benefits. Skin cancer is preventable, and simple steps like wearing SPF 30+ sunscreen, seeking shade, and avoiding tanning beds can save lives. Public health campaigns need to meet young people where they are—on platforms like TikTok and Instagram—with engaging, relatable content that counters the allure of tanning culture.
For now, the responsibility falls on individuals to make informed choices. Parents, educators, and healthcare providers can play a role by starting conversations about skin health early and often. As Dr. Clare Kiely, a skin cancer specialist, told The Independent, “There’s no such thing as a healthy UV tan.” By prioritizing education, regulation, and safer alternatives, the U.S. can work toward reversing this dangerous trend and protecting the health of its youngest generations.
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