Tanning is regaining popularity, a trend that NBC News reports carries significant risks for skin health. The outlet’s reporting, published Friday, July 31, 2026, highlights a renewed cultural interest in achieving a tan despite long-standing medical warnings about the dangers of UV exposure.
NBC News notes that this resurgence is happening even as health experts continue to emphasize the link between tanning and skin damage. The report details the physical effects of tanning on the skin, serving as a counterpoint to the social appeal of a bronzed look. The renewed interest appears to be driven in part by younger generations, with separate coverage from WUSA9 pointing to a social media trend called “tanmaxxing” that has raised concerns among health professionals.
The trend is not going unnoticed by the beauty industry. According to The Business of Fashion, sunscreen brands are now grappling with how to market their products to a Gen Z audience that seems increasingly interested in tanning. This creates a tension for brands that historically promoted sun protection as a way to avoid tanning, as they now try to engage a demographic that views a tan as desirable.
The core medical advice remains unchanged. NBC News’s report serves as a reminder that the risks associated with tanning, whether from the sun or indoor beds, are well-documented. As the cultural pendulum swings back toward tanning, the conversation is shifting from simply promoting SPF to addressing the underlying motivations driving people to seek out UV exposure in the first place.
Watch for how public health messaging adapts to counter the influence of social media trends like “tanmaxxing” in the coming months.
