07/28/2025
Tanning is back. Only this time, it’s not just about looking good, Yasmin Tayag reports.
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“The early aughts were the worst possible kind of golden age,” Tayag writes. “Self-tanning lotions, spray tans, and bronzers proliferated, but people still sought the real thing.” But by the end of the decade, “Americans became more aware of the health risks, and the recession shrank their indoor-tanning budgets.”
Now “celebrity tans are approaching early-aughts amber, and if dermatologists’ observations and social media are any indication, teens are flocking to the beach in pursuit of scorching burns,” Tayag writes.
Robert F. Kennedy Jr. is also an apparent fan of tanning. The Trump administration’s recent MAHA report, for instance, doesn’t mention skin cancer, the most common and most easily preventable type of cancer. The Obama administration, by contrast, levied an excise tax on tanning beds, and the Biden administration made sunscreen use and reducing sun exposure central to its Cancer Moonshot plan.
“There’s good reason to suspect that Kennedy and others in his orbit will encourage Americans to get even more sun,” Tayag writes. Last October, Kennedy warned in a post on X that the FDA’s “aggressive suppression” of sunlight, among other supposedly healthy interventions, was “about to end.” The alternative-health circles “that tend to attract the MAHA crowd are likewise skeptical of sun avoidance,” Tayag reports. The spirit of their claims, which range from partly true to patently false, appeal “to the many Americans who feel that they’ve been failed by the institutions meant to protect them. It offers the possibility that regaining one’s health can be as simple as rejecting science and returning to nature.”
Tans were once popular because they conveyed youth, vitality, and wealth. Although that remains the case today, “the difference now is that tanning persists in spite of the known consequences,” Tayag writes at the link in our bio. “A tan has become a symbol of defiance—of health guidance, of the scientific establishment, of aging itself.”
🎨: The Atlantic. Source: Getty.
Tanning is back. And this time, it’s not just about looking good.