We’ve entered the era of tanmaxxing Why the pursuit of the perfect tan remains a mission to accomplish at any cost

As soon as summer peeks into our lives, almost all of us begin chasing that flawless, golden tan. Whether at the beach, by the pool, or comfortably on the balcony, if we're lucky enough to have one, we expose ourselves to direct sunlight without considering that we may be falling into what TikTok has dubbed tanmaxxing, a trend that proves tanning at any cost is still a status symbol many aspire to. Let's unpack this controversial beauty topic by separating fact from fiction and exploring a few strategies to avoid skin damage, or aesthetic FOMO.

Summer beauty trends 2026: the controversial tanmaxxing phenomenon

To fully understand tanmaxxing, we need to take a step back in time. It all began in the 1980s, when the almost obsessive cult of body care reached its peak in terms of popularity and aspiration. These were the years when Olivia Newton-John performed Physical, accompanied by a music video that today might be considered politically incorrect for depicting so-called "non-conforming" bodies pushing themselves through grueling workouts in pursuit of the era's ideal physique. Alongside the relentless desire to achieve a cover-worthy body came another deeply rooted beauty belief: that an intense, deep, almost wild tan was the ultimate symbol of health and well-being. More than forty years later, the tanmaxxing trend flooding our TikTok feeds seems to reinforce that same mindset. Deliberately sunbathing during peak UV hours while covered in ultra-tanning lotions, SPF-free formulas, and oils that could practically fry frozen French fries within minutes has become the supposed secret to achieving a rapid tan or those coveted tan lines. What often goes overlooked, however, is that the skin may end up paying a price it simply doesn't deserve.

The often underestimated risks of "tan culture"

While scrolling through my beauty algorithm in search of material that could help illustrate the tanmaxxing trend, I came across a video shared just a few days ago by the official La Roche-Posay account. The dermatological brand, part of the L'Oréal Group, has long been committed to raising awareness about skin conditions caused by improper sun exposure. In the one-minute video, alongside testimonials from people who spent years excessively sunbathing, several of the risks associated with careless sun exposure are highlighted. Among them is basal cell carcinoma, which, according to Professor Thierry Passeron, affects up to 1.5% of the global population. The expert also stresses the importance of not underestimating the risk of developing squamous cell carcinoma or melanoma, both of which can be linked to prolonged sun exposure without adequate sunscreen or protection suited to one's skin phototype.

A more skin-safe approach to tanning

Although the most effective, and scientifically proven, way to protect yourself from the sun is to apply (and regularly reapply) a broad-spectrum sunscreen while exposed to UV rays, today's beauty landscape offers several smart, skin-safe alternatives for achieving a sun-kissed glow. Among the biggest makeup launches for Summer 2026 are bronzing powders, self-tanning serums, and bronzing drops, highly pigmented golden drops that can be mixed into your daily moisturizer to create a healthy, radiant glow worthy of a month-long beach vacation. Alternatively, you can opt for the classic self-tanners beloved by British it-girls. If you do, make sure your skin is thoroughly exfoliated and well moisturized before application, and use a tanning mitt to avoid staining your hands. When used as needed, these products deliver a temporary yet convincing tan while fully respecting your skin's health. Because everyone deserves to enjoy a beautiful glow, safely.