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Doctors warn of social media 'tanmaxxing' trend

It encourages people to chase the darkest tan possible by tracking peak UV hours, skipping sunscreen, showing off tan lines and, in some cases, turning back to tanning beds.

Julia Rosier

Jul 15, 2026, 5:21 PM

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Many people love to sit by the water and soak in the sun.

But a social media trend for tanning is concerning doctors.

The trend is called "tanmaxxing." It encourages people to chase the darkest tan possible by tracking peak UV hours, skipping sunscreen, showing off tan lines and, in some cases, turning back to tanning beds.

"After a very cold and long winter in June, many people went outdoors a lot, you know, kind of made up for lost time," says Dr. Silvina Pugliese, clinical associate professor of dermatology at NYU Health.

But doctors warn the trend is sun damage packaged as a beauty hack and increases the risk of skin cancer.

"The long-term ramifications can actually be quite detrimental," Pugliese said. "Your skin will age more quickly with regular routine and extensive UV exposure."

Doctors at NYU Langone Health say they are noticing more and more patients coming in with deep tans when they come in for routine checks.

East Meadow resident Jessica Saggio loves to tan and be out in the sun. She said she's participated in "tanmaxxing."

"I always was going to the pool or to the beach. When I was younger, I'd use the tanning oil, rotate as soon as the sun was moving, just make sure I got all the UV that I possibly could," she said.

Now, she doesn't tan as often.

"I went to nursing school, I was like, wait a second. I should be protecting my skin," she said.

As a nurse, she takes her experience and knowledge to the patients she treats.

"I would be doing the same thing that they would be doing," Saggio said. "I do love to tan and I love to be in the sun, but unfortunately not everybody's skin type is the same."

Doctors say there are steps to keep yourself safe, such as sunscreen and limiting time directly in the sun.

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