Tanning is making a comeback: What previous generations can teach us

They say that everything old comes back and is new again. While that may be fun when bell-bottoms or butterfly clips come back into style, some trends are much less cute and can be downright damaging.

One trend that seems to be making a comeback with younger generations is tanning, both outdoors and under intense UV tanning beds. Generations of sun worshippers slathered on baby oil and baked for hours to get the bronzed glow. Today, younger individuals are re-embracing the kiss of the sun, potentially fueled by nostalgia, distrust of chemical sunscreens or an aesthetic preference for a deeper, richer skin tone that embodies "I have the money for a tropical vacation" vibes.

No matter the reason, whether it is a cultural shift, an aesthetic choice or something else, there are a lot of things that younger generations can learn from their once sun-worshipping counterparts.

Why is tanning mainstream again?

So, why is tanning a trending topic with today's young people? It is a challenging question to answer because so many factors are at play. Some people like the aesthetic and think they look "better" or "healthier" with a tan or a little more color to their skin. Some still think of tanning as being part of an exclusive club, the club that says I have the money and time to spend outside, living a life of leisure.

Post-pandemic and in an era of distrust and misinformation, some younger generations may be rebelling against the strict anti-tanning messages of years past. There has also been buzz about the safety of certain sunscreen ingredients, as influencers and others sow unproven doubt about sunscreen safety, especially regarding chemical formulations.

Why tanning is popular again is a good question, but there is no solid answer. Trends always seem to come and go. To make sense of the trend, we spoke with ASPS Member Surgeons Lara Devgan, MD, and Sara Dickie, MD.

"Beauty trends are cyclical, and social media often emphasizes immediate appearance over long-term health," said Dr. Devgan. "A tan may look appealing today, but the consequences are delayed by years. Unfortunately, biology has not changed, and UV radiation remains one of the leading causes of premature skin aging and skin cancer."

Even with widespread awareness of UV damage, the allure of an immediate cosmetic payoff often outweighs concerns about consequences that may not appear for years.

"It's hard to know the whole true answer, but mainly it's a fad, like many aesthetic enhancements these days," said Dr. Dickie. "First, people 25 and younger have a feeling of invincibility: 'Whatever it is, it won't happen to me!' Or the idea that they will 'take care of it later.' So, the risk of skin cancer or sun-damaged leathery skin is so far in their future, it does not scare them now."

While there is no clear evidence that sunscreens are dangerous or increase a person's risk of developing certain cancers, there is ample evidence that sun damage causes skin cancer.

"The other difficult part is while we have championed sunscreen and avoidance of tanning as a health initiative against skin cancer, it is impossible to change people's preference for the color of their skin," said Dr. Dickie. "And as such, we have topical and oral tanning agents, we have bleaching agents, there is a general acceptance of expressing yourself outwardly by wearing makeup and dyeing your hair. So, if you can change your skin color naturally, what's so bad about that? We can't villainize tan skin or skin pigmentation as a signal of some type of disregard for health or wellness."

Learning from generations who loved the sun

There is one valuable lesson the younger generations can learn from previous sun-loving generations.

"Sun damage is cumulative," said Dr. Devgan. "We see patients decades after heavy UV exposure with premature aging, pigmentation, skin laxity and skin cancers. The tan may fade in days, but the DNA damage can last a lifetime."

While a tan may give you a short-term glow, the damage it inflicts on the skin at the cellular level accumulates over time.

"Chronic UV exposure breaks down collagen and elastin, causes wrinkles, brown spots, uneven texture, redness and loss of elasticity, while also increasing the risk of melanoma and non-melanoma skin cancers," said Dr. Devgan.

UVA and UVB rays not only break down collagen and elastin, essential building blocks that help give skin its volume and texture, but they also alter and mutate DNA in skin cells. Technically, a tan is a visible representation of DNA damage to the skin.

Patients may love the look today, but when they look in the mirror 10, 20 or 30 years from now, a face full of wrinkles and sunspots may be staring back at them. That can be tough to visualize when a person is young and feels invincible. Looking older tomorrow can feel like a small price to pay for looking and feeling good about yourself in the moment, especially with so many new and innovative plastic surgery procedures that can help patients reduce signs of aging, such as fine lines and discoloration.

Unfortunately, premature aging is not the only consequence of repeated UV exposure and sun damage. Over time, damage accumulates and can affect how cells function and divide. The uncontrolled and haphazard growth of skin cells causes cancerous tumors. Statistics from SkinCancer.org show that in the United States, more than 9,500 people are diagnosed with skin cancer every day and that more people are diagnosed with skin cancer each year than all other cancers combined.

Partially due to past sun-worshipping habits, the number of new melanoma cases diagnosed in the U.S. is estimated to rise, potentially by as much as 10.6 percent in 2026. Statistics also show that in the past decade alone, the number of new invasive melanoma cases diagnosed annually increased by 46.6 percent. While highly treatable, undiagnosed skin cancer, particularly invasive melanoma, can be fatal.

Ask anyone with premature aging, leathery skin or skin cancer whether they would trade their baby oil and cocoa butter days for healthy skin as they've aged, and you are going to get the same answer.

You'll also hear a unanimous response from plastic surgeons when asked how you can avoid that leathery skin and skin cancer.

"Prevention is always the best treatment," said Dr. Devgan.

A pound of prevention

While prevention is always the best medicine, if you have already experienced the damaging effects of the sun, some noninvasive and surgical procedures can help.

"For existing sun damage, medical-grade skincare, retinoids, antioxidants, lasers, chemical peels, microneedling and resurfacing can significantly improve skin quality," said Dr. Devgan. "For advanced aging, surgical rejuvenation can restore structure, while skin cancers are treated with surgical excision followed by thoughtful reconstruction when needed."

Given the extensive information and scientific research on the effects of UV rays on the skin, it feels like there is still a disconnect between messaging and reality. Whether it is misinformation flooding social feeds or a distinct act of rebellion, the outcome is the same – damaged skin, premature aging and an increased cancer risk. So, how does the tide turn again?

"As healthcare providers and parents, what we can do best is continue to tell the stories and show the pictures of how bad skin cancer can be and how easy it is to avoid it," said Dr. Dickie. "And encourage wearing sunscreen and embracing the healthy skin you are born with and protecting it so it ages beautifully in the most healthy way."

To find a qualified plastic surgeon for any cosmetic or reconstructive procedure, consult a member of the American Society of Plastic Surgeons. All ASPS members are board certified by the American Board of Plastic Surgery, have completed an accredited plastic surgery training program, practice in accredited facilities and follow strict standards of safety and ethics. Find an ASPS member in your area.