A new beauty trend spreading across TikTok and Instagram is encouraging people to spend more time in the sun to achieve a darker tan.
The trend, known as "tanmaxxing," involves deliberately maximizing sun exposure, including spending time outdoors when ultraviolet radiation is at its peak,
Some people are also reportedly using carrot oil or drinking carrot juice and other products they believe can speed up tanning
However, dermatologists say there is no such thing as a "safe" tan.
But dermatologists say there is no such thing as a "safe" tan. The darker skin that develops after ultraviolet exposure is a sign that the skin has been injured, and repeated exposure can increase the risk of skin cancer and accelerate visible aging.
Turning Sun Damage Into a Beauty Goal
Tanmaxxing appears to be the latest evolution of a long-running cultural fascination with tanned skin. Social media, however, can amplify niche behaviors, potentially encouraging more people to imitate them.
Evan Rieder, a dermatologist and psychologist in New York, told ELLE that tanning can become psychologically reinforcing for some people.
"Ultraviolet light can actually have impacts on skin beyond just appearance," Rieder said, explaining that UV exposure can break down a molecule in the skin into several compounds, including beta-endorphins, which are associated with feelings of reward and pleasure.
"In certain individuals [with addictive personalities], that peripheral beta-endorphin can go into the bloodstream and up to the brain and cause a sense of reward," Rieder said, comparing the effect to other experiences that activate the brain's reward system.
The mechanism may help explain why some people continue tanning even after their skin has become visibly darker. Rieder noted that "there are people who tan so much that their skin is already dark, but they keep going into the booth," adding, "It's because it actually makes them feel good."
This may help explain why some people continue tanning even after developing significant skin pigmentation or damage. Rieder has described excessive tanning as resembling an addictive behavior, although tanning addiction is not currently recognized as a formal psychiatric diagnosis.
The concern is that social media could make the behavior more widespread by turning extreme sun exposure into a trend that others can easily copy.
Experts Warn of More Than Just a Faster Tan
The risks associated with tanmaxxing go far beyond premature wrinkles. Ultraviolet radiation damages DNA in skin cells and is a major risk factor for skin cancers, including melanoma, basal cell carcinoma, and squamous cell carcinoma.
UVA rays can penetrate deeper into the skin and contribute to collagen breakdown, which can accelerate signs of aging. UVB exposure is also strongly linked to sunburn and DNA damage.
According to Rieder, repeatedly exposing the skin to ultraviolet radiation can increase the likelihood of both skin cancer and premature aging. The danger may be especially concerning for young people who view frequent tanning as harmless because the consequences can take years to become visible.
Studies have explored whether frequent tanning may share characteristics with other reward-seeking behaviors. Some studies have suggested that repeated exposure to ultraviolet light could produce biological effects that encourage continued tanning in certain individuals.
Still, experts caution that the science is complex. Not everyone who enjoys being tan develops compulsive behavior, and tanning addiction is not an established psychiatric disorder.
For dermatologists, the more immediate concern is preventing repeated UV exposure from becoming normalized in beauty routines.
The appeal of tanmaxxing may be rooted in appearance, social influence, or even the temporary mood boost some people associate with being outdoors. But experts warn that the short-term cosmetic payoff comes with a long-term biological cost.
