Tanning Salons Rebrand: Sun Spas Emerge Amid Skin Cancer Concerns and Wellness Boom
The landscape of tanning salons is undergoing a significant transformation. Once synonymous with achieving a sun-kissed glow through ultraviolet (UV) radiation, these businesses are increasingly embracing spa and wellness services in an effort to attract new customers and remain relevant in a health-conscious society.
For individuals like Zoe Routh, a 22-year-old college student, the allure of tanning salons now extends beyond tanning beds. Routh frequents her local salon not for the tanning beds, but for the dry sauna pod and red light therapy booth. Her family’s history of skin cancer motivates her to avoid tanning beds altogether. "I wouldn’t have gotten the membership if it wasn’t for the extra (spa) services," she explained.
This shift reflects a broader trend within the industry, where tanning salons are actively rebranding themselves as "sun spas" or wellness centers. These establishments are integrating services like red light therapy, which claims to improve skin clarity and reduce wrinkles, along with offerings such as spray tans, infrared saunas, and other skin treatments.
The Rise of Wellness and the Decline of Tanning Beds
The wellness industry has experienced exponential growth, with the U.S. market alone estimated at $480 billion in 2024. Tanning salon owners see this trend as an opportunity to revitalize their businesses. Onyi Odunukwe, founder and CEO of Glo Tanning, a chain with over 100 locations, emphasizes the necessity of adaptation. "We no longer want to be called a tanning salon, we want to be called a sun spa," she states. "The ones that don’t adopt, won’t survive."
This strategic shift comes amid growing awareness and concern about the risks associated with tanning beds. Research has consistently linked indoor tanning to an increased risk of skin cancer, prompting government intervention and consumer caution. In 2011, there were nearly 85,000 tanning salon establishments in the U.S.. But that number has since dwindled to fewer than 21,000 by 2024.
Government initiatives, such as the Affordable Care Act’s 10% tax on indoor tanning services, and state laws prohibiting minors from using tanning salons, have further contributed to the industry’s decline. Additionally, tanning salons face competition from alternative tanning methods like spray tans and tanning lotions. A 2023 study found that nearly 18% of women aged 18 to 49 used sunless tanning products, compared to only 12% who used indoor tanning.
Spa Services as a Lifeline
To counter these challenges, tanning salon owners are focusing on expanding their service offerings to include spa and wellness treatments. Palm Beach Tan, a major tanning salon chain, recognized the increased consumer interest in self-care and has implemented infrared saunas and red light panels in its corporate locations. The company is rebranding itself as "Palm Beach Beauty and Tan" to reflect this new direction.
According to Palm Beach Tan CEO Diane Lucas, about one-third of new customers are now coming in specifically for the wellness offerings. Odunukwe of Glo Tanning notes that spa services have broadened their customer base. The customer base has expanded to include non-white customers now comprise as much as 20% of the business, with increasing demand for spa and spray tan services expected.
Sherry Pagoto, a professor at the University of Connecticut, believes that this shift makes sense given the changing preferences of younger generations. "Gen Z isn’t as into (tanning) as previous generations, so they’re going to have to modify their offerings to meet young people," she explains. "In order to stay viable, they’re offering other services."
Dermatologists’ Concerns and the Reality of Red Light Therapy
While a shift toward health and wellness is “great”, Pagoto is concerned that offering wellness products alongside tanning beds could send the wrong message to consumers.
Dermatologists echo these concerns and emphasize the importance of informed decision-making. The Centers for Disease Control and Prevention (CDC) warns that excessive exposure to UV rays from tanning beds or the sun can cause skin cancer.
Dr. Joel Gelfand, a professor at the University of Pennsylvania’s dermatology department, explains, "In order to tan the skin, it’s basically the body reacting to DNA damage."
The growing popularity of red light therapy has also drawn attention from dermatologists. While research on its benefits is promising, more studies are needed to fully understand its effects. Some studies suggest that red light can help clear acne and reduce fine lines and wrinkles.
Dr. Elizabeth Houshmand, a dermatologist, points to a 2014 study that showed improved skin complexion and texture in subjects treated with red and near-infrared light. Other studies have indicated that infrared light may speed up muscle recovery.
However, dermatologists caution that red light therapy is not without potential side effects. Individuals with photosensitive conditions should consult with a doctor before undergoing treatment, as it can trigger symptoms. Furthermore, users with darker skin may be more prone to hyperpigmentation. Eye protection is also essential during red light therapy sessions.
Ultimately, dermatologists advise consumers to prioritize proven methods for achieving their desired outcomes and to consult with a healthcare professional before exploring new treatments.
The Future of "Sun Spas"
As tanning salons transform into "sun spas," they are navigating a complex landscape. The industry is grappling with the need to adapt to changing consumer preferences while addressing health concerns and promoting wellness. The success of this transition will depend on the industry’s ability to provide safe and effective spa services, educate consumers about the risks of tanning beds, and demonstrate a genuine commitment to health and well-being.
