When did getting sunburnt become a wellness trend?

At a time when we're obsessed with longevity, SPF, collagen and healthy ageing, a growing number of people are deliberately sunbathing without protection in pursuit of a darker tan. The trend for 'tanmaxxing' sweeping social media is alarming doctors and dermatologists – but what does it really mean, and what's the truth about staying safe in the sun?

For more, check out our complete guide to summer suncare and what to eat to protect your skin from the sun.

What is tanmaxxing?

The world of 'maxxing' health trends continues to grow, with new buzzwords popping up every week. Tanmaxxing comes from the genre of beauty trends known as 'looksmaxxing', which also covers other niche goals such as skinmaxxing, hairmaxxing and jawmaxxing. Harley Street skin and aesthetics expert Nina Prisk, explains: “Looksmaxxing is basically a social media trend where people try to ‘maximise’ how they look. That can include skincare, fitness, grooming, and sometimes cosmetic treatments. It can be seen as just healthy self-care, but it can also be driven by unrealistic beauty standards online.”

Tanmaxxing is the latest addition to this list and a dubious new trend sweeping social media. The idea is to maximise your tan as much as possible, using methods such as long stretches in the sun, usually with no SPF, with some people even deliberately letting themselves burn first to "build a base".

Why are we so obsessed with looking tanned?

The allure of a healthy glow returns every summer. After a long, grey British winter, it's tempting to look and feel sun-kissed. A tan is an outwards signal of holidays, outdoor living – it can even be viewed as a sign of affluence that you have been away somewhere warm enough to tan. Many people also feel more confident or healthier with a tan – in a survey by St Moriz, 59 per cent of respondents said they are less likely to wear makeup if they have a tan on their face.

Yet medically, a tan is evidence of skin responding to damage. As Melanie Brownlow, founder of St Moriz, points out, it's worth thinking long term when it comes to your body confidence: "The more you protect yourself from the sun’s rays, the more youthful and glowy your complexion will be.”

People go to great lengths to achieve this idealised look, but in a world of bronzers, filters and fake tan, the tans people may be aspiring to match may not even be real. Chasing this unattainable image of beauty by aspiring for a real tan can lead to serious medical consequences. Dermatologist Sophia Brown highlights, “10 years ago, the majority of the patients I treated for melanoma skin cancer were in their fifties, sixties and seventies. Although we do still see many patients in this age range, we’ve noticed a significant uptick in the clinic of those in their thirties and forties."

The dangerous myths fuelling the trend

Myth: A base tan protects your skin

"There is no such thing as a healthy tan," says Dr Ahmed El Muntasar, an NHS GP and aesthetic doctor. "When the skin darkens, it's producing more melanin in response to DNA damage caused by UV exposure. One of the biggest myths on social media is that you can train your skin to tan safely or build up a protective base tan. You can't."

Dr Ed Robinson, an award-winning cosmetic doctor, agrees, warning that younger exposure to UV radiation can have long-term consequences: "Every episode of sun damage contributes to cumulative DNA damage over a person's lifetime. The younger somebody starts deliberately tanning, the greater the potential risk later in life."

Myth: darker skin tones don't need to use suncream

Dermatologist Sophia Brown argues that this misconception is costing lives, and it's not always patients who don't understand.“It’s simply not true that people with black and brown skin can’t get skin cancer.

“Most dermatological conditions are taught and shown on white skin, meaning symptoms in people with darker skin are often under-recognised or misdiagnosed,” said Brown. “If skin conditions are only taught or portrayed in one way, there’s a real risk they’ll be missed, undiagnosed, or mistreated in people with darker skin. We urgently need better representation in both medical teaching and public health campaigns.”

Myth: If you don't burn, you don't need sunscreen

Dermatologist Dr Tina Tian breaks down the science behind this myth. "Burning is caused mainly by UVB. But UVA — which accounts for 95 per cent of UV and passes through glass — penetrates deeper, accelerating ageing and raising cancer risk. You may not burn, but you're still being damaged."

Myth: SPF is dangerous

There's increasing debate on social media about the perceived 'toxicity' or dangers of chemicals in suncream, with some influencers suggesting this makes it safer for your skin to skip using SPF altogether. Dr Ed Robinson strongly refutes this, and argues that the social media misinformation directly contradicts decades of medical research.

"The idea that sunscreen is more dangerous than ultraviolet radiation is simply not supported by evidence. All sunscreens sold in the UK must meet strict safety standards. Broad-spectrum SPF helps protect against sunburn, premature skin ageing, pigmentation problems and certain forms of skin cancer." He continues, "People should be far more concerned about repeated UV exposure than properly regulated sunscreen products."

Why dermatologists are sounding the alarm

The specific advice being shared, such as skipping suncream and staying out in the sun during the hottest part of the day, speeds up exactly the kind of skin damage people later pay to reverse.

Sun damage can lead to wrinkles, sagging skin, hyperpigmentation and increased redness. "UV radiation breaks down collagen and elastin, the proteins that keep skin firm," Dr Ahmed explains. "A lot of the patients who come to me about facial ageing are really dealing with years of accumulated sun damage."

Beyond beauty concerns, then there's the cancer risk. "UV damage adds up over a lifetime. Every bad burn contributes to your overall risk, and excessive sun exposure is the single biggest preventable cause of skin cancer, including melanoma."

Dr Ed Robinson adds particular concern with young people reading misinformation about sun safety on social media, which could lead to health consequences later in life. The doctor said he has witnessed a resurgence in tanning culture online, with bronzed skin, visible tan lines and prolonged sun exposure increasingly being promoted as aspirational. "Tanning is being glamorised again across social media. At the same time, misinformation about SPF is spreading rapidly."

He cautions against believing everything you read online. "Influencers may be experts in creating content, but that does not make them experts in medicine. When it comes to your health, trust scientific evidence, medical professionals and established public health guidance rather than viral videos."

The SPF advice to follow

It's clear that a strong, sensible SPF routine is the safest way to protect your skin in both the long and short term, so no more skipping it in the morning rush! "SPF remains one of the most effective preventative tools we have in skincare, yet it's often treated as an optional extra rather than a daily essential." says Holly Harris, leading skin specialist.

Dr Ed Robinson agrees: "The safest approach is simple: wear broad-spectrum SPF 30 or SPF 50, re-apply regularly, seek shade during peak UV hours and avoid deliberately trying to tan."

It's also important to know the meaning of SPF levels when you're looking for the best sun cream to buy. Dr Claire Kiely, a consultant dermatologist and skin cancer surgeon, highlights the best use for each level: suggesting SPF 30 is suitable for lower UV index days and short periods outdoors, whereas SPF 50 is recommended for prolonged outdoor exposure, holidays and anyone with a history of skin cancer, to give strongest levels of protection. She adds, 'No sunscreen blocks 100 per cent of UV radiation, which is why sunscreen should be combined with other protective measures such as hats, sunglasses, shade, and protective clothing.'

Is there a safer way to get the glow?

Staying out the sun doesn't mean having to give up looking bronzed. If you like the look of a tan, a decent self-tanner does the job without any of the risk. We spoke to Melanie Brownlow, founder of St Moriz tan, to get her advice...

“Fake tan has developed so much over the last decade, but not everyone realises this", Melanie says. "In the past, fake tans were often seen as hard to use, resulting in patchy and uneven finishes. Today, self tanning products have progressed significantly, resulting in much more accessible and ‘fool-proof’ formulas, perfect for both tan gurus and newbies." Modern fake tans are often loaded with skincare boosting ingredients too – so rather than getting dehydrated in the sun, you can tan whilst topping your skin up with boosts of hyaluronic acid, niacinamide and vitamin E. This is extra appealing during summer and hot weather, when many want to strip back a heavy make up routine whilst still feeling confident.

You don't need to be scared of going orange either, or looking like you've spent a month tanning in the Bahamas. “Some people still see fake tan as only being for those looking for a really deep bronzed complexion, but as the tan market has expanded, there is a much wider range of products to choose from." Whether you want a glowy tint to paler skin or shimmery tone on darker skin, there are options for everyone to get their perfect shade of tan without hours in the sun.

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