Men Are Tanning Again. I Got a $500 Spray Tan-And Now I Understand Why
After a decade of intense sun protection awareness, tanning is making a comeback among men, influenced by celebrities like Matt Damon and Timothée Chalamet. The article explores this trend, suggesting it's a form of rebellion against the mainstream skincare obsession and a desire to project a leisurely, sun-kissed image.
Why it matters
This article highlights a shift in cultural beauty standards and consumer behavior, particularly in men's grooming and style. It reflects evolving attitudes towards health warnings and personal aesthetics, potentially influencing fashion, beauty product markets, and public health messaging.
“Our Age of Bronze is collapsing,” warns Odysseus, in the summer blockbuster of the year.
Maybe for the Ithacans. But if you look around the world of men’s style, bronzed is back. Matt Damon seems to have kept his Mediterranean glow for the whole Odyssey press tour. Yung Lean went to Paris Fashion Week looking downright sun-kissed. A J.Crew summer campaign featured models as scantily clad camp counselors with a laissez-faire approach to sunscreen. In 2020, Timothée Chalamet lamented to GQ that he looked “all pale” in paparazzi photos of him on a boat, but in a beach photo shoot this year, he had some nice color. Erling Haaland posted his cherry red nose and captioned it: ☀️
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