The dangerous new beauty trend putting your family at risk

Australia's shocking position as the world's skin cancer capital makes the latest social media craze particularly alarming for families across the nation.

While health authorities have spent decades successfully reducing skin cancer deaths through campaigns like Slip Slop Slap, a concerning new trend is emerging that threatens to undo this progress.

Unapproved tanning products—including drops, gummies, and nasal sprays—are flooding social media platforms, targeting young Australians with promises of a quick, easy tan.

For many Australian families, this represents a troubling step backwards in sun safety awareness that took generations to build.

The scale of Australia's skin cancer challenge

The statistics paint a sobering picture of why this trend is so concerning. At least 2 in 3 Australians will be diagnosed with skin cancer in their lifetime, making us the global leader in skin cancer rates. In 2024, it is estimated that 18,964 new cases of melanoma will be diagnosed in Australia, while over 1 million treatments are given each year for non-melanoma skin cancers.

What's particularly relevant for the over-60 demographic is that incidence rates of melanoma increase with age, peaking between 85 and 89 years of age. This means that while young people are chasing dangerous tanning trends today, the consequences often don't fully manifest until later in life.

What these dangerous products actually contain

The products gaining popularity on social media platforms like TikTok aren't the harmless alternatives they're marketed to be. Many contain melanotans—synthetic peptides that the Therapeutic Goods Administration warns can cause serious health problems.

'Melanotans are synthetic peptides that increase melanin production in the skin to give it a tanned appearance. They are often listed on the label as Melanotan I or Melanotan II,' a TGA spokesperson explained to the original reporting outlet.

The real concern lies in what's unknown. Since these products aren't approved for sale in Australia, there's no quality control or safety assessment. They could contain toxic, poor quality, or counterfeit ingredients, regardless of what appears on the label.

Even more concerning, Melanotan II is classified as a Schedule 4 prescription-only medicine under Australia's Poisons Standard. Importing, manufacturing, or supplying these products without a valid prescription is actually an offence.

The social media factor targeting young Australians

Research from the Australian Government and Cancer Council found that almost 9 in 10 young Australians aged 18-30 intentionally or unintentionally suntan, with almost 1 in 3 believing it's completely fine to do so.

Social media has amplified this problem exponentially. Australian brands promoting tanning drops and gummies have accumulated hundreds of thousands of views on TikTok, creating a dangerous echo chamber where risky behaviour is normalised and even celebrated.

Cancer Council's Public Health Committee Chair, Anita Dessaix, highlighted the vulnerability this creates: 'The biggest barrier to using sun protection amongst young Australians is the presence of harmful attitudes towards suntanning, and the powerful cultural norms driving them. That makes young Australians vulnerable to industries seeking to profit from tanning products.'

A concerning step backwards from decades of progress

For Australians who lived through the introduction and success of the Slip Slop Slap campaign, this trend represents a frustrating step backwards. The 'Slip Slop Slap' campaign commenced from the early 1980s, and in 2024, the population aged under 40 were born after or around this campaign and have spent their lives in an environment where skin cancer awareness has been greater.

The campaign worked remarkably well. Melanoma incidence rates have been decreasing for people under 40 since the late-1990s, with skin cancer awareness and prevention advice continuing today.

However, while melanoma mortality rates peaked at 8.0 deaths per 100,000 people in 2013, the estimated rate for 2024 is 4.9 deaths per 100,000 people, with reductions in both rates and the absolute number of deaths. This success story shows that education and awareness campaigns do work.

The current social media-driven tanning trend threatens to undermine decades of this progress.

What this means for your family

The TGA's advice is clear: 'Australians should not rely on promotional content from social media or online sources when making healthcare decisions, and instead should consult a registered health practitioner to ensure safe and informed choices.'

But the reality is that many young Australians are getting their health information from influencers and social media personalities who may have commercial interests in promoting these products.

Having the conversation

The most effective approach isn't to dismiss young people's desire for a tan, but to provide them with safe alternatives and context about the risks. Cancer Council recommends embracing natural skin tones and using all five forms of sun protection when UV levels are three or above.

These include slipping on protective clothing, slopping on broad-spectrum SPF50+ sunscreen, slapping on a broad-brimmed hat, seeking shade, and sliding on sunglasses.

The broader perspective on safe tanning alternatives

While the focus on dangerous unregulated products is important, it's worth acknowledging that the desire for a tanned appearance isn't going away. Professional spray tans and quality self-tanning products remain safer alternatives for those who want to achieve a bronzed look without the associated health risks.

The key difference is regulation and safety testing. Products sold legally in Australia have been assessed for quality and safety, unlike the social media-promoted alternatives that contain unknown ingredients and untested formulations.

A call to stay vigilant

Australia's success in reducing skin cancer deaths shows that awareness and education work. While melanoma was the tenth most common cause of cancer death in 2022, it's estimated to become the eleventh most common in 2024, indicating continued improvement in treatment and early detection.

However, this progress requires ongoing vigilance, especially as new trends emerge that could threaten the gains made over decades of public health campaigns.

The current trend of unregulated tanning products represents a significant step backwards from the sun safety progress Australia has made. By staying informed and having open conversations with younger family members, we can help protect them from making decisions today that could have serious consequences decades down the track.

What's your experience with family conversations about sun safety? Have you noticed these tanning product trends affecting young people in your family? Share your thoughts and strategies for promoting safe sun practices across the generations.