A deeper tan is increasingly being presented online as part of the ideal sun-kissed aesthetic. Across social media, the emerging trend known as tanmaxxing encourages people to spend more time in the sun to deliberately darken their complexion.
Tanning oils, extended outdoor sessions and even skipping sunscreen can feature in online conversations around achieving a deeper bronze.
Dermatologists, however, say there is an important distinction between a cosmetic trend and what is happening biologically inside the skin: a tan is a response to ultraviolet radiation.
What Happens to Skin When You Tan?
Dr Rashmi Sriram, dermatologist at Fortis Hospital, Rajajinagar, explains that tanning is essentially part of the skin’s response to UV exposure.
“A tan is the skin’s protective response to ultraviolet radiation.”
When ultraviolet rays reach the skin, they can damage the DNA of skin cells. In response, melanocytes produce more melanin, the pigment responsible for skin colour.
That increased melanin can make the skin appear darker, creating the bronzed appearance associated with tanning.
But the darker colour should not be interpreted as evidence that the skin has become completely protected.
“Although the skin appears darker, it does not prevent all UV-induced injury. Each time you tan, you do some damage to cells which builds and makes you more likely to get premature ageing,” Dr Sriram says.
In other words, a tan may look like the desired outcome, but the biological process behind it involves UV exposure and cellular stress.
There Is No Completely Safe UV Tan
Repeated exposure to ultraviolet radiation can have cumulative effects on the skin.
According to dermatologists, regular UV exposure can contribute to:
- Premature skin ageing
- Fine lines and wrinkles
- Pigmentation and dark spots
- Uneven skin tone
- Loss of elasticity
- Dryness and roughness
- Worsening of conditions such as melasma
- Increased risk of skin cancer over time
UV radiation can damage collagen and elastin, two structural proteins that help maintain the skin’s firmness and elasticity.
This means deliberately tanning repeatedly for cosmetic reasons can work against another common beauty goal: maintaining healthy-looking, youthful skin.
Tanmaxxing Is Also Changing the Conversation Around Skin Tone
The popularity of the trend comes at an interesting point in discussions about beauty standards.
For years, particularly across parts of Asia, lighter skin has often been presented as an aspirational beauty ideal. The growing popularity of bronzed skin represents a shift in the opposite direction.
Travel and fitness influencer Sandhya Majji says she has noticed more people intentionally seeking a tanned appearance.
She sees some positive potential in the changing beauty conversation but cautions against replacing one rigid ideal with another.
“It’s a positive change in one way because people are becoming more accepting of different skin tones. But at the same time, we shouldn’t replace one unrealistic beauty standard with another. Healthy skin is what should matter, not whether its fair or tanned,” she says.
The distinction is important: greater acceptance of different natural skin tones is different from encouraging people to expose their skin to excessive UV radiation in order to achieve a particular colour.
Social Media Is Helping Drive the Tanning Aesthetic
Beauty and lifestyle creator Neha Chatlani has also noticed how frequently tanning is being discussed online.
“Tanmaxxing caught my attention because it’s everywhere on social media right now, with creators often associating a tan with confidence and an active lifestyle,” she says.
She understands why the aesthetic appeals to younger audiences but says she has never intentionally tanned for cosmetic reasons.
Her concern is that social media can make potentially harmful practices appear aspirational when they are presented without adequate context.
A polished image of someone with a bronzed complexion may not show the amount of UV exposure required to achieve that look—or the cumulative effects that can emerge years later.
Does Darker Skin Have Protection Against UV Damage?
Another misconception is that people with naturally darker skin do not need to worry about UV exposure.
Dr Sriram explains that darker skin contains greater amounts of melanin, which provides some natural protection against ultraviolet radiation. However, that protection is limited.
People with darker skin can still develop:
- Hyperpigmentation
- Photoageing
- Sunburn
- UV-related skin damage
- Skin cancer
Therefore, natural skin pigmentation should not be treated as a substitute for sun protection.
Dermatologists Are Seeing the Effects in Younger People
Dr Selva Seetharaman S, plastic, cosmetic and reconstructive surgery specialist at Gleneagles Hospital, says he has encountered younger patients experiencing tanning, pigmentation and rashes.
Some patients have reportedly linked their behaviour to videos they encountered online.
That illustrates one of the difficulties with viral beauty trends: practices that appear harmless in a short video can have consequences that are not immediately visible.
UV damage can accumulate gradually, while the aesthetic payoff of a tan can appear almost immediately.
How to Protect Your Skin Outdoors
For people who spend time outdoors, Dr Sriram recommends using a broad-spectrum sunscreen with SPF 30 or higher.
She advises applying it 20–30 minutes before going outside and reapplying it approximately every two hours, as well as after sweating.
Other protective measures include:
- Wearing a hat
- Using sunglasses
- Choosing protective clothing
- Seeking shade
- Limiting prolonged exposure during periods of strong UV radiation
Sandhya Majji also recommends water-resistant sunscreen for activities such as swimming and spending time at the beach.
Moisturising and maintaining adequate hydration can also support overall skin comfort, particularly after outdoor activities.
A Bronzed Look Does Not Have to Come From UV Exposure
The growing popularity of tanmaxxing highlights a larger issue in the relationship between social media and beauty standards.
There is nothing inherently unhealthy about appreciating a bronzed aesthetic or celebrating naturally varied skin tones. The concern arises when achieving a particular complexion involves deliberately increasing UV exposure.
A tan may be marketed as a sign of an active lifestyle or holiday glow, but dermatologists emphasise that the colour itself is a response to UV exposure.
The healthier approach is therefore to separate the aesthetic preference from the source of the colour. People who like a bronzed appearance can explore non-UV cosmetic options rather than deliberately exposing their skin to damaging radiation.
Ultimately, healthy skin does not need to fit one particular shade.
