FDA Approves Bemotrizinol for Sunscreens as Dermatologists Warn Against 'Tanmaxxing' Social Media Trend
Key Insights
The FDA has approved bemotrizinol, a broad-spectrum UVA/UVB chemical filter, marking the first expansion of U.S. sunscreen ingredients in 20 years, with products expected on shelves by August.
Dermatologists are raising alarms about the "tanmaxxing" social media trend, where influencers encourage prolonged unprotected sun exposure and tanning bed use to achieve darker tans.
The American Academy of Dermatology (search) estimates 1 in 5 Americans will develop skin cancer (search) in their lifetime, making it the most common cancer in the United States.
The Food and Drug Administration has approved the use of bemotrizinol, a chemical compound that absorbs ultraviolet rays and provides filtration for both UVA and UVB radiation, in over-the-counter sunscreens. The decision marks the first time in two decades that U.S. sunscreen options have expanded, with new formulations expected to reach American shelves in August.
The approval comes at a critical juncture, as dermatologists confront a growing social media phenomenon called "tanmaxxing," in which so-called "tanfluencers" on platforms like TikTok and Instagram encourage followers to maximize their tans by staying in the sun longer, using tanning beds, applying tanning accelerators, choosing higher UV index days, and even forgoing sunscreen altogether.
"I guess melanoma (search) maxxing was not available or didn't track well with focus groups, because that's in essence what you're doing," said Dr. Adam Friedman, chair of dermatology at the George Washington University School of Medicine and Health Sciences (search). "You are accelerating and increasing the potential for skin cancers."
A Long-Awaited Sunscreen Innovation
Bemotrizinol functions as a chemical filter that absorbs ultraviolet radiation across both the UVA and UVB spectrums. UVA rays are primarily responsible for skin aging, while UVB rays are the main cause of sunburns. According to Dr. Friedman, the compound represents a significant advancement in photoprotection.
"So here, out of the gate, bemotrizinol is probably, at least what we have now, is probably the most diverse and full spectrum UVA/UVB protectant that we have," Friedman explained.
While new to the U.S. market, bemotrizinol has been safely used in sunscreen formulations around the world for years. Dermatologists note that formulation challenges remain a key consideration in product development.
"Making formulations that are not just safe but also easy to use is really a challenge when it comes to designing these products," said Dr. Jennifer Powers, dermatologist and Mohs surgeon at Johns Hopkins University (search). "As many of us know, they can feel greasy, they can feel heavy, and having ingredients that allow us to give the protection without making them hard to use is ... sort of the zone that we want to be in with these."
The Tanmaxxing Phenomenon and Its Risks
The tanmaxxing trend is the latest in a series of "maxxing" movements on social media, where the suffix denotes maximizing a particular attribute. Tanfluencers promote deep tans as a "physique upgrade," arguing that darker skin makes muscles appear more defined and the body seem leaner.
Dermatologists emphasize that tanning itself is not a cosmetic enhancement but rather a biological warning signal. When skin detects damage from UV radiation, cells called melanocytes produce melanin — the pigment responsible for tanning — as a protective response. However, this protection is not foolproof. Individuals cannot grow more melanocytes, and there is a limit to how much melanin each cell can produce, meaning DNA damage can continue to accumulate despite the appearance of a tan.
The American Academy of Dermatology (search) estimates that 1 in 5 Americans will develop skin cancer (search) in their lifetime, and skin cancer remains the most common cancer in the United States. Cumulative UV radiation exposure increases the risk of basal cell carcinoma (search) and squamous cell carcinoma (search), while more intense exposure associated with sunburns is linked to melanoma (search), the deadliest form of skin cancer. A rarer but highly aggressive malignancy, Merkel cell carcinoma (search), is also associated with UV exposure.
Beyond cutaneous malignancies, UV damage can affect the lips — leading to actinic or solar cheilitis, a precancerous condition characterized by discoloration and a sandpaper-like texture that can progress to squamous cell carcinoma (search) of the lip. Ocular risks include photokeratitis (search) (sunburn of the cornea and conjunctiva), accelerated cataract development, and potential contribution to age-related macular degeneration (search). Both benign growths such as pterygium and malignant ocular melanomas are also linked to UV exposure.
Regulatory Controversy
While the bemotrizinol approval has been celebrated by dermatologists, another Trump administration action has drawn sharp criticism. This year, Health and Human Services Secretary Robert F. Kennedy Jr. withdrew a proposed FDA rule that would have banned minors from using tanning beds. The FDA had previously received more than 8,100 comments on the proposed ban, many from physicians who supported the restriction.
In his announcement, Kennedy acknowledged "the dangers of UV radiation from sunlamp products" and the "vulnerability of young people," but justified the withdrawal by citing "support for personal choice and parental decision-making."
"It didn't make any sense whatsoever," Friedman said of the decision. "Why on earth does a minor need to get a tanning, be in a tanning bed? It makes no sense."
Prevention and Perspective
Dermatologists stress that moderate sun exposure — approximately five to 30 minutes of unprotected exposure no more than a few days per week — is important for vitamin D production, serotonin regulation, and other physiological functions. For longer durations, sunscreen with an SPF of 15 or higher is recommended.
"Those who are young, those who have an opportunity to make a positive impact on their skin really should make sunscreen and sun protection a part of their day to day," said Dr. Powers.
Both Friedman and Powers underscored the long-term consequences of tanning behaviors, noting that patients frequently express regret about past sun exposure habits.
"We really love our patients and get to know them, but they will often share with us that they just wish they knew back in the day that, you know, the baby oil and laying out for hours and hours was going to lead to a lot of pain and suffering later in life," Powers said.
"Tanning, it has tremendous consequences, somewhat immediate, but definitely long term," Friedman emphasized. "So think about your future self."