Health · Published Aug 20, 2026

Tanning is cool again

Gen Z and younger millennials who treat a deep, visible tan as a summer status symbol right now, driven by the viral 'tanmaxxing' trend on TikTok and Instagram. They want peer-taught methods to go darker faster and are actively ignoring or pushing back against sun-safety messaging. Two clear markets exist: tanning product and salon brands selling to the tan-seeker, and sunscreen and dermatology brands now fighting for a customer who is working against them.

Why this is growing

The AAD's 2026 Practice Safe Sun Survey found more than 16 million U.S. adults reported reducing or stopping sunscreen use because of online claims, creating a direct demand vacuum that tanning product brands are filling — the bigger the misinformation wave, the bigger the buyer pool for no-SPF oils and accelerators (source: American Academy of Dermatology / Cancer Health, May 2026, https://www.cancerhealth.com/article/online-misinformation-puts-16-million-americans-higher-risk-skin-cancer).

The global tanning oils market stood at $2.5 billion in 2024 and is forecast to reach $4.1 billion by 2033 at a 6.5% CAGR, with the Gen Z-fueled tanmaxxing wave arriving precisely as that growth curve steepens — meaning new entrants are catching the trend at inflection, not after peak (source: Verified Market Reports, March 2025, https://www.verifiedmarketreports.com/product/tanning-oils-market/).

64% of Gen Z respondents to the 2026 AAD survey said they had encountered sunscreen misinformation online, and 36% named social media influencers as their primary source of skincare advice — meaning this audience is actively being recruited by peer content, not brand advertising, which lowers the acquisition cost for any brand that can get into those peer channels (source: Jefferson City News-Tribune / AAD survey, July 2026, https://www.newstribune.com/news/2026/jul/07/gen-z-calls-the-new-social-media-trend-tanmaxxing/).

01 — Who they are

Who they are

Tanmaxxers chasing depth and documented proof

18-to-24-year-olds who treat tanning as a measurable project — tracking the UV index to find peak hours, layering accelerator oils, and posting before/after tan-line content on TikTok and Instagram as social proof of effort. The goal is the darkest possible visible result, fast.

Glow-motivated product stackers

25-to-30-year-old younger millennials who already buy multiple beauty products and are adding tanning oils, accelerator drops, and bronzing lotions to their routine as a seasonal aesthetic upgrade. They shop by brand name (Bali Body, Bondi Sands, Sol de Janeiro) discovered through influencer hauls and 'what I bought' content.

Salon-goers building a 'base' all year

Tanning salon members aged 18-34 whose median age is 24 and who average 12 sessions per year, choosing UV beds or spray tans primarily to 'look better' rather than for any wellness reason. They are the recurring-revenue core of the $1.9B US salon market.

02 — What they're struggling with

What they're struggling with

·Tan fades within days despite using locking oils.

highTanmaxxers chasing depth and documented proofGlow-motivated product stackers

·Sunscreen content feels fear-based, not helpful for non-breaking-out oils.

highTanmaxxers chasing depth and documented proofGlow-motivated product stackers

·Fair skin only burns and peels, never actually tans.

highTanmaxxers chasing depth and documented proofSalon-goers building a 'base' all year

·Wrong bikini created awkward tan lines mismatched with every outfit.

mediumTanmaxxers chasing depth and documented proofGlow-motivated product stackers

·Local tanning salons unreliable, with broken or unavailable beds.

mediumSalon-goers building a 'base' all year

03 — What they search

What they search

The exact words they type into Google.

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