The Tan Line Dilemma With The Team At Three Warriors
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In 2025, the trend of the perfect tan is back with a vengeance. Although Australia boasts some of the most stunning sun-soaked beaches in the world, the country continues to battle one of the highest rates of skin cancer globally. With two out of three Australians expected to be diagnosed with skin cancer in their lifetime, it’s a serious concern.
Yet, social media’s recent revival of the tan aesthetic highlights a troubling shift in beauty standards. In this interview, Three Warriors CMO Meagan Pate and Founder, Corbin Halliday, weigh in on the cultural re-emergence of tanning trends and how their brand is pushing for healthier, sun-free alternatives. They explore how the TikTok tan line craze might influence attitudes toward skincare and sun safety — and why sunless tanning is the future of safe, glowing skin.
Meagan, how do you think the TikTok tan line trend reflects changing views on tanning and skincare?
This trend reflects the enduring appeal of a tan, often associated with an aspirational lifestyle, leisure, and health. Tanning is frequently seen as a symbol of wellness and radiance, tying into broader beauty ideals. However, while awareness of the risks of UV exposure is higher than ever, the TikTok tan line trend feels like a step backward in the cultural conversation around sun tanning. This regression is concerning, as it risks undermining the progress made in promoting skin safety and the long-term health of individuals.
Has the rise of social media trends like this influenced demand for sunless tanning products?
Interestingly, we haven’t seen it reflected in a positive uplift of sunless tanning products, if anything, it highlights the need to provide further education and create awareness around the fact “a fake tan is the only healthy tan.
With awareness of skin cancer and aging growing, how do you see this trend affecting attitudes toward sun exposure?
The glamorisation of sun tuning is particularly problematic for younger audiences. There seems to be a complacency around sun tanning, likely stemming from the misconception that its risks aren’t an immediate concern. Many incredible Australian sunscreen brands & influencers had worked tirelessly to shift cultural attitudes around sun tanning, and trends like this risk undoing that progress. I believe there’s a direct correlation with the TGA’s guidelines on influencer marketing for sunscreen products.
What do you think about how TikTok’s trend might shift views on natural vs. artificial tans?
I don’t think we’re there yet, it feels like there needs to be a broader shift from suntanning, to sunless tanning. Whilst we would love for people to move towards natural, over artificial, our main concern is discouraging potentially life-threatening sun behaviours.
How do you see the future of tanning and skincare trends evolving, especially with the demand for clean, organic beauty?
As the wellness and beauty industries continue to intertwine, we’re seeing an accelerated demand for more mindful, organic tanning products that go beyond aesthetics. These products now incorporate skincare activities, prioritising skin health and promoting radiance from within rather than just superficially. At the forefront of this shift, we’ve been pioneering advancements in skin health since we launched close to 8 years ago, setting a new standard for what tanning products can achieve.
Corbin, do you think the tan line trend sends the right message about skin safety, or does it encourage harmful sun exposure?
Absolutely not, we feel passionately about this – it’s undeniably sending the wrong message about skin safety and encouraging harmful (and potentially deadly) sun exposure.
How do people’s attitudes toward tanning shift when they learn about UV risks, and how does this affect Three Warriors’ product development?
We have a range of products all designed to give a natural golden glow, while actually taking care of your skin health. It’s never been easier to self-tan at home, hybrid skincare X tan products like our Gradual Tan, or the Radiance Complexion Serum seamlessly fit into beauty routines
How can sunless tanning products like Three Warriors help people achieve the look of a tan without the health risks of sun exposure?
We have a range of products all designed to give a natural golden glow, while actually taking care of your skin health. It’s never been easier to self-tan at home, hybrid skincare X tan products like our Gradual Tan, or the Radiance Complexion Serum seamlessly fit into beauty routines
What are the skin health differences between sunless tanning products and tanning beds?
Tanning beds expose the skin to intense UV radiation, significantly increasing the risk of skin cancer and premature aging. Sun tanning beds are illegal in Australia and have been directly linked to skin causing skin cancer. Sunless tanning products, on the other hand, are a beauty product that offer a UV-free way to achieve a tan without causing DNA damage or accelerating skin aging.
What are the risks of using conventional tanning products compared to organic ones like Three Warriors?
Conventional tanning products often contain synthetic chemicals, parabens, and artificial fragrances that may irritate the skin or disrupt hormonal balance. Organic options like Three Warriors are free from these additives, offering a safer alternative that’s gentle on both the skin and the environment.
