‘I’d rather die hot than ugly’: Tanning mania returns

March 12, 2024

An online shopper searching for “tanning” can find about 200 different tanning products on either Sephora’s or Ulta’s websites. AdvertisementInfluencers say the proliferation of tanned complexions and tanning products on social media has become impossible to ignore in the last few years. She noticed how popular the tanning aesthetic — and tanning products — had gotten online, especially among Americans. Reardon started buying tanning oils and self-tanning mousses; she developed a tanning routine she shared with her audience last year. Racism and classism have long been tangled up in tanning, too, even if the market for tanning products has become more diverse.