'I'll worry about cancer later': Tanning culture spreads among US Gen Z

"Skin cancer? I'll think about that later."

Dermatologists are raising alarms as American Generation Z — a cohort known for its keen interest in health and skincare — is nonetheless embracing tanning. Misinformation and content that glamorizes tanning are spreading across social media, leading growing numbers of young people to underestimate the risk of skin cancer.

According to The New York Times, tanning is making a comeback among health-conscious Gen Z Americans, even as awareness of skin cancer risks has declined.

Makai Wallace, a 19-year-old from Utah, posted a video of herself inside a tanning bed on TikTok last year, captioning it: "Lionesses don't care about 'skin cancer.'" The video drew more than 70,000 views.

Dermatologist Dr. Brooke Jeffy warned that tanning beds fall into the same carcinogen category as asbestos and plutonium, and that using a tanning bed before age 35 raises the risk of melanoma by 75%.

But such warnings appear to be falling on deaf ears among Gen Z.

A survey by the American Academy of Dermatology found that only 25% of Gen Z adults aged 18 to 29 said they worry about developing skin cancer in their lifetime — well below the 39% of all adults who said the same.

Meanwhile, 20% of Gen Z respondents said tanning matters more to them than preventing skin cancer, compared with an average of 14% across all respondents.

On social media, users who call themselves "tanfluencers" are posting a steady stream of videos on how to get a better tan or showing off their tan lines.

Experts say misinformation is compounding the problem.

Baseless claims are spreading rapidly on TikTok — that sunscreen causes cancer, that a base tan reduces the risk of skin cancer, and that cutting out seed oils can protect skin from sun damage.

Experts say none of these claims have any scientific basis.

"Younger generations are cutting back on alcohol and cigarettes, paying attention to exercise, sleep and hydration — yet they seem to treat tanning as an exception," said Dr. Neelam Vashi, a dermatologist. "I had hoped the idea that tanning is no longer cool would catch on, but the reality is the opposite."

Skin cancer is the most common cancer in the United States, but it is also among the most preventable.

According to the Skin Cancer Foundation, one in five Americans may develop skin cancer before age 70, and suffering five or more severe sunburns doubles the risk of melanoma.

"In the past, people didn't fully understand the dangers of sun exposure, but that's changed," said Dr. Marisa Garshick, a New York-based dermatologist. "We now live in an era where we know enough to protect our skin."

Experts are particularly concerned about the influence of social media.

"When teenagers repeatedly see their peers and influencers tanning, they start to see it as a trend rather than a risk," said Lindsay Fleming, a youth psychotherapist from Illinois. "Long-term consequences are invisible to them — only immediate appearance is emphasized, which distorts their perception of danger."

"Young patients know more about skincare routines than almost anyone, yet they have no hesitation using tanning beds — the very thing that damages their skin the most," said Anne Frisius, a dermatology nurse practitioner from California. "Tanning always damages the DNA of your skin."

WHO, the American Cancer Society and the American Academy of Dermatology all recommend avoiding strong sun exposure between 10 a.m. and 4 p.m., using sunscreen with SPF 30 or higher, and wearing protective clothing and hats.

Wallace, however, has not changed her mind. "I think the sun is good for you," she told The New York Times. "Maybe someday I'll find out I was wrong, but right now I'm not worried about skin cancer."