Dermatologists and a Psychiatrist Explain The Gen Z Tanning Trend

Cosmopolitan

2 days ago

In the year 2025, we all know the dangers associated with tanning and unprotected sun exposure. In my decade-long beauty editor career, I've written countless stories preaching sun safety. Dermatologists and aestheticians constantly stress the importance of staying out of the sun to prevent premature aging, and more importantly, skin cancer. Not to mention, there are legitimately hundreds of excellent sunscreen options to choose from on Sephora, Ulta, and Amazon to protect your skin. Despite all of this, it seems that Gen Z (and even Gen Alpha) have missed the memo—or simply chosen to ignore it.
Tanning is back—and arguably bigger than ever. According to a recent survey from the American Academy of Dermatology, 28 percent of Gen Z respondents said getting a tan was more important to them than preventing skin cancer, and 70 percent reported having tanned skin. 'As a 50-plus-year-old dermatologist who has been seeing patients for decades, I can definitely say that Gen Z is tanning far more than Millennials and Gen X ever did," says board-certified dermatologist Noreen Galaria, MD. "I thought that tanning on purpose would go the way of smoking, but it's made a comeback and its harmful effects will last far longer than things like cardigans and platform sneakers," she adds.
At first go, I chalked the current tanning obsession up Gen Z's current nostalgia for the early aughts and the rise of all things Y2K (hello low-rise jeans and bandage dresses, but after speaking with several dermatologists and psychologists, the reasons for the rise of tanning among teens and 20-somethings are far more complex.
Not surprisingly, TikTok and Instagram have played a huge part in glamorizing tanning routines. "Videos about UV-oil hacks and watching the UV index as a tanning schedule are everywhere," says Anthony Rossi, MD, a board-certified dermatologist and medical advisor at JOYA Health. Young social media users take to #TanTok to trade tips on how to get the best tan and proudly show off their "color" the way you would a new haircut or manicure. They admire and emulate the deep tans of influencers and even celebrities, like Hailey Bieber, who has been known to combine Carroten with SPF to intensify her tan (for the record, beta-carotene, the main ingredient in Carroten increases sun sensitivity, reducing the effectiveness of sunscreen).
'There's a strong social component—both online and IRL—to tanning,' says Whitney Hovenic, MD, a board-certified dermatologist and co-founder SPF brand SPOOGE who also happens to be a mom to a Gen Zer. 'Girls hang out together outside, work on their tans, and compare tan lines. One of summer's accessories is a triangle-top tan line peeking out of their clothing. There's a strong message from social media that having a little color is desirable.'
The irony in the resurgence of tanning is that Gen Z is more invested in skincare than previous generations. But all the exposure to skincare and cosmetic treatments has created a false sense of security. With endless GRWM videos, countless morning sheds, and images of celebrity makeovers, Gen Z has (wrongly) adopted an 'I can fix it later' attitude.
'This generation has the idea that they can damage their skin and then when the damage becomes visible, they can save up and get a procedure to reverse what they have done," says Dr. Galaria. She adds that this summer alone, at least a dozen teens have said to her, "Remember how Lindsay Lohan used to have all those freckles and sun damage as a teen? Well, she got some peels and lasers and now her skin is flawless, so if I do get sun damage, there are a ton of ways to reverse it."
But what Gen Z doesn't know is that while you may be able to fix signs of sun exposure on the surface of the skin, below the surface, there is damage to your cells, which increases your risk of skin cancer. 'Just because you can reverse some of the visible signs of aging on the skin, doesn't mean you are decreasing your risk of skin cancer—especially melanoma," says Dr. Galaria.
Gen Z is collectively open about its mental health struggles, so any psychological benefits tanning may have are especially appealing too. 'From a clinical standpoint, tanning does not directly boost serotonin in the brain but it may still enhance mood through other mechanisms,' says Shivangi Maniar, DO, a board-certified psychiatrist at House of Wellness Medical Corporation and medical advisor at JOYA Health.
Dr. Maniar also cites a study that indicates that exposure to bright sunlight is associated with increased serotonin turnover, which may contribute to improved mood and reduced risk of depression; however, this effect is attributed to overall light exposure rather than the act of tanning itself. "For Gen Z, spending time outdoors to get that sun-kissed glow may offer a low-cost and accessible way to feel better physically and emotionally,' says Dr. Maniar.
At the end of the day, while the resurgence of tanning is concerning and appears to be a step backwards in the progress we've made with skin cancer awareness and healthy skincare habits, experts agree it's an opportunity to reconsider the current discourse around tanning. 'Gen Z knows more about skincare than any generation before, yet many are still falling for dangerous trends," says Dr. Hovenic. "We have to change our messaging to make an impact because social trends and pressures are powerful and the consequences can be devastating."
Lamees Hamdan, MD, an Integrative Medical Doctor and expert in biological longevity, believes that we've collectively vilified sun exposure, which is the wrong approach.' Dr. Hamdan states plainly that the reason people tan is because 'in truth, a tan looks nice and healthy and makes you feel more attractive.' For a generation obsessed with apperances, a desire to be tan makes sense. Instead of vilifying it, 'what we should have done is teach people to be sun smart—too much sun exposure is not good for you while too little is also not good for you because of vitamin D levels," says Dr. Hamdan. "We evolved to be outside as humans—there is a deep, primitive drive in all of us to want to have our bodies exposed to sunlight,' she says. 'The sun is a life force, but we need to learn how to use it wisely.'
Taryn is a beauty writer and editor in digital media with more than 10 years of experience. She has covered the newest and most innovative skincare and beauty products, aesthetic treatments, and plastic surgery trends. Her stories touch on everything from the best products to treat hyperpigmentation to why fat grafting is the better alternative to filler. In addition to Cosmopolitan, she currently contributes to Allure, InStyle, PS (formerly POPSUGAR), Marie Claire, The Zoe Report, and Bustle. In addition to her writing, Taryn directs, produces, and writes short films that have appeared at numerous film festivals around the country. Whenever she has a free moment, you can find her hopping around New York City with her Maltese pup, Bryn, and probably daydreaming about being at the beach. Follow her on Instagram for the latest.