This article was originally published in the Sun Care Trend Report. Receive your copy here
Step inside the #tanmaxxing trend on TikTok and you’ll find a sea of dark tans, but an even darker world that promotes unsafe practices in order to achieve a bronzed look.
Filled with content creators – ‘tanfluencers’ – documenting the steps they took to transition from fair to tanned skin, some share their ‘UV-maxxing’ strategies of tracking the UV index
to sit outside without sunscreen when it’s at its highest.
Others explain how they used Melanotan I or II injections or nasal sprays (also known as MT-1 and MT-2), which are unregulated and not approved for human use, to gain their tan,
often in combination with sun beds.
The ‘trend’ coincides with the declining use of sunscreen and the myths and misconceptions around sun exposure and sun care products among Gen Z.
According to a 2025 study by Vitality, almost a quarter (23%) of Gen Z say they would rather get burnt than cover up, and 21% admit they do not even care if they get sunburnt.
The UK-based study also revealed that one in five mistakenly believe you do not need to wear sun protection if you tan easily, and 38% think that sunscreen is only needed when the sun is out.
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