From sunbeds and spray tans to daily rituals from the bottle, here’s why chasing that tan sun-kissed look has captured everyone’s attention.

There’s something undeniably magnetic about sun-kissed skin, a warm glow that promises confidence, vitality, and a little taste of summer, no matter the season. 

But behind this radiant allure lies a complex web of cultural influences, beauty standards, and personal insecurities that drive our obsession with tanning.

Scroll through any social media platform and see a glowing, bronzed skin parade.

Influencers and celebrities set the tone, popularising popularising sun-kissed looks that scream health and attractiveness. But behind every filtered selfie lies a powerful message: tanned skin equals confidence, desirability, and an aspirational lifestyle.

“Seeing everyone on Instagram, from my friends to my favourite influencers with that perfect glow, made me want to try tanning too,” says Racheal Silverwood, 21, a regular fake tan enthusiast. “It’s not just about looking good; it makes me feel good.”

Historically, pale skin was once the pinnacle of beauty, a sign of privilege and wealth, indicating that one did not have to work outdoors. 

This idea prevailed through the early 20th century until Coco Chanel inadvertently sparked a revolution by sporting a suntan in the 1920s. 

She reportedly acquired it while on a yacht in the Mediterranean. Her bronzed glow symbolised luxury, travel, and freedom, shifting beauty standards forever.

Read more self image stories here.

• Read about the reality behind skin bleaching here.
• Read about skincare not being routine but a ritual here.

Fast forward to today, the tan is a global obsession fueled by media, celebrity culture, and the social media age. It signals not just beauty but vitality, health, and social status. 

The “glow-up” culture implies that radiant skin is a badge of wellness and energy, contrasting the pale, tired look often associated with being indoors or unwell.

However, chasing the perfect tan comes with serious risks. According to the World Health Organization, using tanning beds before age 35 increases the risk of melanoma, the deadliest form of skin cancer, by 75%. 

The American Academy of Dermatology warns that tanning beds emit UV radiation two to three times stronger than the midday summer sun, accelerating premature skin ageing and significantly increasing cancer risk.

Despite these warnings, millions continue to use sunbeds. 

Approximately 7.8 million Americans visit tanning salons annually, with the highest usage among women aged 18 to 30.

For many, tanning is about more than appearance; it’s wrapped up in identity, self-worth, and emotional well-being. 

“I felt invisible in my skin, like I wasn’t seen or valued unless I had a tan,” shares Holly Davies. “I had to reapply tan from the bottle every other day. It was completely taking over my life.”

This feeling, sometimes called “tan blindness,” is an emotional blindness to the beauty of one’s natural complexion, replaced by a relentless pursuit of darker skin.

Issy Hofton, who’s been using sunbeds since she was 16, says: “I felt so shamed about my natural complexion like it wasn’t good enough to face the world without a glow. My face especially felt as pale as a ghost. I can’t go a few days without one anymore, or I don’t feel myself.”

Social media magnifies unrealistic beauty standards, with filters and curated feeds showcasing flawless, bronzed skin around the clock.

This constant exposure can fuel body image issues and develop “tanorexia,” an addiction to tanning driven by a need for approval and confidence. 

This syndrome is where an individual appears to have a physical or psychological dependence on sunbathing or tanning beds to darken the skin’s complexion. 

Compulsive tanning can satisfy the definition of a behavioural addiction as well.

Experts warn that this creates pressure to conform to narrow standards of beauty that are unattainable for many, harming mental health and self-esteem.

Thankfully, movements promoting natural beauty and skin positivity are gaining ground. 

Influencers and everyday people are embracing their unique tones, scars, and freckles, redefining beauty beyond the tan.

“Learning to love my natural skin was freeing,” says Racheal Silverwood. “It’s about confidence, not colour.”

For those who love the look of a tan but want to protect their health, sunless tanning lotions and sprays offer a safer option without UV exposure. 

Dermatologists also emphasise the importance of sun protection, using broad-spectrum SPF, wearing hats, and seeking shade.

Conversely, tanning is more than a beauty ritual; it’s a complex cultural phenomenon intertwined with identity, belonging, and social connection. 

Whether it’s about feeling confident, fitting in, or simply enjoying a moment of self-care, the desire to glow is deeply human. 

But perhaps the truest glow comes from embracing the skin we’re in, radiant with self-love, confidence, and authenticity.