Nearly half of young women still intentionally tan outdoors, new research shows

By willowt // 2026-09-03

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48.1% of U.S. women aged 18-29 report intentionally tanning outdoors, according to a 2024 National Health Interview Survey of 31,615 adults.
Intentional tanners experience nearly double the sunburn rate: 49.9% compared to 28.3% among non-tanners.
A tan is biologically a sign of UV damage, triggering melanin production as a protective response to cellular injury.
UV radiation destroys collagen and elastin fibers, accelerating photoaging through wrinkles, pigmentation changes and loss of skin firmness.
Researchers emphasize that sun protection, not tanning, supports both skin health and vitamin D needs through diet or supplementation.

The summer habit that’s undermining skin health

A new study published in JAMA Dermatology has quantified what dermatologists have long suspected: intentional outdoor tanning remains stubbornly common in the United States, particularly among young women. The cross-sectional analysis of 31,615 U.S. adults who participated in the 2024 National Health Interview Survey found that 35.6% of women and 26.6% of men engage in deliberate sun exposure for the purpose of developing a tan. Among women ages 18 to 29, that figure jumps to 48.1% — nearly one in two. The research, conducted by investigators analyzing demographic and behavioral data from a nationally representative sample, also found that intentional tanners reported significantly higher rates of sunburn. Nearly half of those who tanned intentionally — 49.9% — had experienced a sunburn in the previous year, compared with 28.3% of those who did not seek out tanning.

A tan as evidence of injury

The biological reality of a tan runs counter to its cultural appeal. When UV radiation reaches the skin, it damages cells. The body responds by producing more melanin in an attempt to protect deeper tissues from further harm. Rather than a sign of health, a tan is evidence that the skin has been exposed to something damaging. UV radiation penetrates into the deeper layers of skin and destroys collagen and elastin fibers, the proteins that give skin its firmness, structure and elasticity. Over time, this breakdown leads to wrinkles, fine lines, sagging skin and rough texture. UV exposure also encourages the formation of reactive oxygen species, unstable molecules that cause oxidative stress and damage cell structures including DNA, proteins and lipids. Chronic UV exposure can contribute to the accumulation of senescent cells — damaged cells that stop dividing but release inflammatory signals that interfere with normal tissue repair. This process accelerates what dermatologists call photoaging, or premature skin aging caused by the sun.

A historical shift in sunlight understanding

For much of human history, sunlight exposure was regarded differently. Before the rise of modern sunscreen use in the 1970s, sunlight was used therapeutically for thousands of years to treat numerous diseases. Research has shown that at least 25 major internal cancers are reduced or inhibited by sunlight exposure and adequate vitamin D levels, including breast, prostate, ovary and colon cancers. The relationship between sun exposure and melanoma remains complex. According to existing research, sunlight exposure alone does not cause melanoma. Burning may contribute to melanoma risk, but melanomas frequently occur on areas of the body seldom exposed to sunlight. Some studies suggest that regular, non-burning sunlight exposure may help prevent melanoma, while heavy exposure combined with sunscreen use could increase risk by allowing large amounts of unblocked UVA light to penetrate deeper skin layers. Sunscreens can prevent up to 99% of vitamin D production by the skin. Since their widespread adoption beginning around 1972, the incidence of melanoma has tripled.

Rethinking protection for longevity

For those focused on healthy aging, the research is clear: deliberately seeking a tan works against skin longevity goals. Sun protection represents one of the simplest preventive measures available. Broad-spectrum sunscreen with SPF 30 or higher, applied daily to areas that receive consistent sun exposure — the face, neck, chest and hands — provides a baseline of protection. Extended time outdoors requires reapplication after swimming or sweating, seeking shade during peak sun hours, and adding hats, sunglasses and lightweight protective clothing. For vitamin D concerns, experts recommend asking a physician to check blood levels and using food or supplements when appropriate, rather than intentionally exposing skin to UV radiation.

Outdoor life, not tanning

The distinction between enjoying the outdoors and pursuing a tan matters. Spending time outside for walks, beach days, or outdoor dining carries different health implications than deliberately seeking UV exposure to change skin color. Protecting skin from unnecessary UV damage is one of the simplest investments in future skin health. The goal is not avoiding the outdoors but avoiding the behavior of tanning itself. Sun protection, not sun avoidance, allows for outdoor enjoyment while preserving the skin’s structural integrity over time. For a generation increasingly interested in longevity, that distinction has never mattered more. Sources for this article include: MindBodyGreen.com JAMAnetwork.com Collalloc.com