Beauty thrives on nostalgia. Some trends are welcomed with open arms, while others feel like we’re reliving a mistake. The resurgence of indoor tanning falls into the latter category. Tanning beds have made an unwelcome comeback this year as younger audiences experience them for the first time, documenting everything for their followers. While trends are often cyclical, Chapel Hill board-certified dermatologic surgeon Sue Ellen Cox, MD, notes that this comeback is different. “The renewed interest in indoor tanning appears to be influenced largely by social media and the resurgence of beauty standards that associate tanned skin with attractiveness,” she says. Nostalgic practices from the 2000s, including indoor tanning, continue to remain popular among younger generations.
According to Spate, searches for indoor tanning have risen 11.6 percent year-over-year. It’s not just about getting a sun-kissed glow for summer. Tanning routines for keeping winter skin bronzed and glowy are just as prominent. Ahead, we tapped two doctors to weigh in on why indoor tanning has become popular again and the safest way to get a tan year-round.
Featured experts
- Sue Ellen Cox, MD is a board-certified dermatologic surgeon in Chapel Hill, NC
- Whitney Hovenic, MD is a Reno, NV board-certified dermatologist
The indoor tanning trend
Y2K trends have been flooding the beauty industry for a few years now. Given that, it’s unsurprising to see this trend back in the limelight. Bronzed, sun-kissed skin is admired by most of us during the summer. However, when it comes to the resurgence of indoor tanning, the audience is young and getting younger by the day. Reno, NV dermatologist Whitney Hovenic, MD, says that the resurgence is having the biggest influence on Gen-Z. “From what I’ve observed as a dermatologist and as a mom to a Gen-Zer, tanning is making a surprising comeback among young people. There’s this perception of ‘winter uglies,’ where people feel less confident and less attractive when they have pale skin and are bundled in bulky clothes. Having a tan feels like an instant confidence boost, and social media only amplifies this, since platforms glorify bronzed skin as part of the ‘glow-up’ culture, tying it to beauty, wellness and social validation,” she says. Indoor tanning specifically is being re-glamorized by younger audiences. However, the idea of the year-round tan isn’t the only issue. “There’s a long-standing misconception that controlled indoor tanning is somehow safer than sun exposure or that it offers health benefits such as vitamin D synthesis,” says Dr. Cox
According to the American Cancer Society, tanning devices deliver UVA dosages five to 15 times higher than those delivered by the summer midday sun on a Mediterranean beach. In short, tanning can do some serious damage, especially for younger people. “Indoor tanning before age 35 increases melanoma risk by 59 percent, and each additional session compounds that risk,” says Dr. Hovenic. Beyond that, UV damage is cumulative, so the risks begin with the very first exposure and stay with you for life.
Like any beauty service, indoor tanning is a commitment. While some people slip into a tanning bed to achieve a natural-looking color for a special occasion, the current trend focuses on consistent use. After all, the glow-up effect of bronzed skin doesn’t happen overnight. With more people, including Gen-Z, opting for frequent tanning services, learning how to “safely” tan has become a buzzy topic. On TikTok, tanning bed routines are popular for detailing the products and accessories to bring to the salon. Bonnets, tanning glasses and SPF for the body and lips are among the top items for seasoned tanners. Despite seeming protected, the experts agree that there is no safe way to get an indoor tan. “Indoor tanning is classified as a Group 1 carcinogen by the World Health Organization and significantly increases the risk of all major types of skin cancer, including melanoma, basal cell carcinoma and squamous cell carcinoma,” says Dr. Cox. Dr. Hovenic adds that tanning beds also deliver concentrated doses of UVA and UVB radiation. Put simply, even brief, infrequent sessions can cumulatively damage skin DNA and increase cancer risk.
A healthier alternative
A desirable bronzed look doesn’t have to come from a tanning salon. The quality of self-tanners has increased dramatically since the 2000s. From formula innovations to variations in shades, finding a product to safely give your skin a bronzy glow-up is easier than ever. While tanning beds may be popular for bronzing winter skin or providing a quick boost in confidence, the risks are devastating and permanent. “Damage caused by UV exposure is cumulative—meaning many skin cancers arise decades after the initial UV insult,” says Dr. Cox. Protective measures don’t just ensure your skin stays healthy—it also means it will age well too. Photoaging leads to common skin-care issues, from wrinkles to leathery skin to hyperpigmentation, that are exacerbated by indoor tanning.
