A dangerous social media trend called 'tanmaxxing' is driving young adults to seek intense, deliberate tans, even as a heat dome pushes temperatures across Canada into extreme territory.
Search traffic for 'tanning' is at its highest in five years, according to Google Trends. Searches for 'tanning bed' are up 30 percent, and 'tanning oil' up 50 percent.
Cheryl Rosen, dermatology chief at University Health Network, explains tanmaxxing as a method to get as dark as possible as fast as possible, often by going out during peak UV hours.
Dr. Paul Cohen, a Toronto dermatologist, calls this behavior a 'giant, dangerous step backwards' and compares excess UV exposure to 'playing Russian roulette.'
An American Academy of Dermatology Association study in May found 37 percent of Gen Z participants were unaware of tanning risks. Over 20 percent prioritize a tan over skin protection, and 25 percent believe looking good now is worth looking worse later.
Melanoma Canada reports that melanoma rates are still rising, although the cancer is largely preventable. The Canadian Cancer Society estimates 11,300 Canadians will be diagnosed with melanoma in 2026, with 1,250 deaths expected.
Experts advise at least SPF 30 sunscreen, protective clothing, and avoiding midday sun to prevent irreversible skin damage.