See how ‘suntan’ became the big beauty buzzword, starting in the ’50s

Suntan was the big beauty buzzword until we knew just how bad it was for us

Note: This article may feature affiliate links, and purchases made may earn us a commission at no extra cost to you. Find out more here.

Facebook
Pinterest
Twitter
Email
LinkedIn
Pocket
Reddit

Back in the mid-20th century, having a suntan became a summer beauty goal. Starting in the 1950s and continuing through the next few decades, tanned skin showed up everywhere — in fashion magazines, celebrity photo shoots and ads for oils and lotions. The look suggested leisure and a little glamour, and it quickly turned into a cultural standard.

After World War II, the idea of outdoor relaxation became more accessible to everyday Americans. More people had cars, backyards, and time off work. With bikinis and beach clubs on the rise, sunbathing grew into a warm-weather ritual. People chased a golden tone using oils, mirrors, and tanning lamps, often spending hours working on their summer color.

Actress Mitzi Gaynor for Coppertone suntan lotion in 1968

By the 1960s, the pursuit of a suntan had grown into a big business. A report from Cincinnati estimated locals spent millions each year on tanning products, club memberships, and time spent in the sun. For many, having a tan meant more than liking how it looked. It signaled free time, maybe a recent trip, and a modern, in-the-know lifestyle.

Doctors started raising concerns about the health effects of too much sun. They warned about long-term skin damage and the risk of cancer. But that didn’t stop people from chasing deeper tans. Companies kept rolling out stronger lotions, and new products promised faster results. When spray-on tanners arrived, they offered a shortcut for people who wanted the look without the time.

The suntan stayed popular through the 1980s, with big names in pop culture promoting the bronzed look. Brands like Coppertone and Sea & Ski ran national ads, and tanning became part of summer routines across the country. Over time, public health campaigns shifted how people thought about sun exposure, but the impact of those earlier decades stuck around.

Below, we’ve pulled together a collection of vintage photos, ads and articles to show just how widespread the suntan trend became. From baby oil to sunlamps, the search for that ideal tan left a lasting impression on American style.

Cost of suntanning in city area estimated at $13 million yearly (from 1964)

By Gerald White, The Cincinnati Enquirer (Cincinnati, Ohio) May 30, 1964

The great hue pursuit is in full cry these summery days in Greater Cincinnati.

Through backyards, atop hillsides, across rooftops, through country clubs and public swimming pools, thousands of Greater Cincinnati women and some men seek to change the hue of their skin from pale pink to flat brown.

Armed with bottles, jars and tubes of anti-sunburn and pro-suntan fluids and cream, garbed in the briefest that the law and neighborhood propriety will allow, loaded down with sunglasses, books, boxes of tissues, wristwatches, alarm clocks, books, magazines, radios and propelled by great zeal, the sunbathers sally forth.

They have the knowledge of an astronomer when it comes to placement of blankets, folding chairs and prone forms. They know the degrees of the suns rays, and they know within minutes — seconds rather — the time needed to char the left side of their upper back.

Ali MacGraw for Johnson's Baby Oil tan from 1971
Actress Ali MacGraw for Johnson’s Baby Oil tan from 1971
ALSO SEE  The Love Story movie broke box-office records in 1970 & is considered one of the most romantic movies of all time

THE INVADER from Mars would be wrong if he thought this is idle and inexpensive fun. Businessmen, with an eye for all figures, have estimated that the art of sun-tanning costs Greater Cincinnati more than $18 million yearly.

This breaks down this way: $200,000 in suntan lotions and the artificial coloring fluids; another $200,000-$300,000 in admission to the public and private places where suntans, among other things, can be obtained, $2.5 million in woman power used to obtain the tan and $10.7 million in manhours wasted (?) in watching the girl sunbathers at work.

And what does this $18 million buy? Happiness in the form of miles of human skin darkened to a depth of two millimeters — and other factors.

But why do the sunbathers join mad dogs and Englishmen in the noonday sun? It goes a lot deeper than those two millimeters, psychologists will explain.

Barbara Eden for Coppertone suntan lotion in 1964
Barbara Eden for Coppertone suntan lotion in 1964

“IT MAY HAVE started with liking the color of tanned skin,” a mind man said recently. “But it’s all tied up with status and competitiveness now. You want to get a better tan now than your neighbor. Or you want people to think you’re the kind of person who has time to get a tan. Or maybe you want people to think you’re just back from the islands.

“But one thing: the obtaining of a suntan is no longer considered a pleasure by most people — it’s a necessity.”

A housewife echoed these words when she was interviewed in her backyard amid her sun-tanning litter. As the sweat rolled down a pretty nose and the sun’s rays glistened off a heavy coat of glop, she brushed back a damp lock of sun-bleached hair and replied to a genial question:

“Sun-tanning fun? Are you kidding? This is hard work,” she gasped and rocked from front to back. “If you don’t believe it, try sitting in the sun for three hours some time. But I do it because, well, because it’s fashionable and summer clothes look better when you have a tan.”

New tan in town - Sea and Ski baby oil tan
New tan in town – Sea and Ski baby oil lotion. For a deep, dark Sea & Ski tan. (1982)
ALSO SEE  24 stylish '80s swimsuits: Shapely, slimming, sexy summer swimwear

A PROMINENT Cincinnati dermatologist echoed this opinion as he sought to explain the lure of the sun.

“It’s much more of a case of fashion rather than health,” he said. “A tanned person is no healthier than an untanned person — he just looks healthier.”

In fact, a tanned person may be a whole lot unhealthier than the bleached one, he added.

“The sun’s rays are definitely one of the factors in producing skin cancer,” he said. “We don’t have much of that problem in this area but in Southwest America and Hawaii there is much skin cancer which can be directly linked to sun-tanning.”

No alarmist, the doctor said he did not believe the summer-long tan, gained gradually at great time and expense, will produce skin cancers.

“If the skin remains smooth and not too dry, the person is safe — at least while he’s young,” the doctor said. “But people over the mid-40s should leave this tanning business to the kids. Their skins just can’t take the battering of sun-tanning.”

Actress Mitzi Gaynor for Coppertone suntan lotion in 1968
Actress Mitzi Gaynor for Coppertone suntan lotion in 1968

AND BATTERING is just what the sun’s rays do in producing tanning, the doctor said as he sketched a simple outline of the process of tanning.

“The process starts when certain particles of the sun’s rays, caused photons, strike the skin,” he said. “There are more photons coming from the sun in the summer — that’s why you can get a suntan quicker in the summer.

“But they are there all year ’round. Some photons pierce the outer layers of the skin, lodging in the dark pigment cells between the outer skin layers. Other photons set up chemicals and increase.”

The pigment cells produce the tan when they have spread throughout the skin. These skins act as a barrier to keep the sun’s rays from going deeper into the body where they could do real damage.”

Coppertone tan from 1969
Coppertone tan from 1969
ALSO SEE  1960s swimwear: 60+ bold one-piece and bikini swimsuits that made waves

AS A FOOTNOTE, the doctor explained that the new artificial tanning formulas — the overnight tan — do not produce true tans. They simply combine with ingredients in the skin to artificially dye the skin a tan-like color.

“These formulas do not have any effect upon the pigment cells,” he explained. “And they give no protection from the sunlight the way a tan does.”

In another footnote, a Cincinnati druggist reported that the overnight tanning agents have created a new and expanding market here but have not eaten into the regular suntan oil sales.

“The people who always worked hard at tanning are still doing it although they could use these things and get a quick tan,” he explained.

Which, probably only means, that love of the sun — and suntan is greater than skin deep with many people.

Now! Have that glorious SUMMER TAN LOOK! (1952)

Jan 28, 1952 tanning lamp

ALSO SEE  50s swimsuits: 36 bathing suit designs that were bold, bright & full of surprises

Swedish Tanning Secret tanning lotion from 1972


Coppertone tanning lotion & oil from 1969

Coppertone tan from 1969

ALSO SEE  Blue eyeshadow: The good, the bad & the ugly vintage makeup

“Coppertone gives you a better tan!” – Martha Hyer

Coppertone tanning lotion ad from 1965 with Martha Hyer


Actress Elke Sommer vintage tanning ads from the ’60s

Actress Elke Sommer vintage tanning ad

Coopertone gives you a better tan - Elke Sommer on suntans c1965


“I tan faster with Coppertone!” says Myrna Hansen

Actress Myrna Hansen for Coppertone Suntan Lotion 1959


Beautiful tan today. Young-looking skin tomorrow.

Beautiful tan today with Coppertone


Sharon Tate: “Coppertone gives you a better tan” (1967)

ALSO SEE  How the Manson murders shocked the nation when Sharon Tate & 6 others were killed in 1969

Vintage Sharon Tate ad for Coppertone c1967


GE Sunlamp – July for Christmas (1972)

Dec 1, 1972 Christmas gift - Tanning lamp

ALSO SEE  170 hip vintage 1970s dresses, skirts, pantsuits & other fab retro fashion for women

Give a June tan for Christmas (1952)

Dec 8, 1952 home tan sun lamp

Bestselling self-tanners you can buy today

Bestseller No. 1
Beauty by Earth Self Tanner - USA Made with Natural & Organic Ingredients, Moisturizing Self Tanning...
  • A NATURAL, SUN-KISSED GLOW: Goodbye to orange hues and hello to a natural-looking tan. Our bronzing tanning lotion comes in fair to medium & medium to dark shades for all skin types.
  • CLEAN BEAUTY: Trust Beauty by Earth for a natural self tanner organic made with organic aloe vera, shea butter, and botanical extracts without any harmful additives or dyes.
  • SUITABLE FOR FACE & BODY: Our organic tanning lotion can be used on both face and body for a seamless, all-over tan. For acne-prone skin, use our tanner lotion for glowing skin.
SaleBestseller No. 2
Jergens Natural Glow +Firming Self Tanner Body Lotion, Fair to Medium Skin Tone, Sunless Tanning...
  • SELF TANNER BODY LOTION - Create a flawless light bronze tan with gradual, natural-looking color while nourishing and hydrating dry and extra dry skin
  • FIRMING TAN LOTION - Infused with antioxidants and Coconut Water, Jergens +FIRMING Moisturizer’s hydrating blend of nutrients boosts moisturization for healthier looking skin and daily skin...
  • CELLULITE REMOVER - Infused with collagen, elastin, and green tea infusions, our fast-acting, anti cellulite formula will help reduce cellulite appearance within 7 days
SaleBestseller No. 3
Sunless Tanning Drops to Drink, Natural Drinkable Tanning Drops, Oral Self tanning drops with...
  • ☀Natural Sunless Tanning Drops: Our drinkable tanning drops provide a convenient and effective way to achieve a natural, sun-kissed glow without the harmful effects of UV exposure. Our sunless...
  • ☀Tanning Drops to Drink: Our tanning drops enhance melanin production and cellular hydration, promoting a natural, sun-kissed glow from within. This hassle-free approach ensures a consistent and...
  • ☀Safe and Effective: Our tanning drops drinkable are made with all-natural ingredients such as beta-carotene, lutein, ascorbic acid, L-tyrosine, pyridoxine hydrochloride, copper gluconate and other...
Bestseller No. 4
b.tan Ultra Dark Self Tanner Mousse | I Want The Darkest Tan Possible - Fast, 1 Hour Express Sunless...
  • DARKEST POSSIBLE RESULTS. i'm perfect for when dark just isn't dark enough
  • EASY TANNING. no gimmicks, no fake tan smell just the most awesome, dark tan on the planet
  • 1 HOUR CURE TIME. 1 hour development time, leave on for 4+ hours for darker results
Bestseller No. 5
Bondi Sands Self Tanning Foam | Lightweight, Self-Tanner Foam Enriched with Aloe Vera and Coconut...
  • Bondi Sands Self Tanning Foam is a lightweight, tanner that’s simple to apply and gives a flawless finish, every time; Simply smooth on the weightless self tanning foam for an even, streak-free,...
  • Our unique, salon quality formula is enriched with aloe vera and coconut, for the ultimate natural, bronzed glow
  • Using a mitt, apply foam using long, sweeping motions to clean, dry skin; Skin may be washed after one hour
Bestseller No. 6
St.Tropez Self Tan Express Mousse, Fast Acting Fake Tan, Develops in 1-3 Hours, Streak-Free Finish,...
  • SELF TANNER: Customize the depth of your self tan with our most advanced 3-in-1 express tanning mousse - wait 1, 2 or 3 hours for your desired glow
  • BEAUTY PRODUCTS: Choose from a light, medium or dark tan with fast & foolproof results that last all week with this quick-drying & non-sticky bronzer fake tan
  • AWARD WINNING: Enjoy a natural looking, streak-free & flawless tan with our signature mood boosting fragrance and no self tan smell
SaleBestseller No. 7
Drinkable Tanning Drops,Natural Oral Tanning Drops-Sunless Self Tanner Supplements for Glowing Skin,...
  • Say goodbye Traditional tanning products:.Leak-proof dropper design + natural fruit flavor, just need drink 5-6 drops ,without the usual strong, unpleasant tanning scent.
  • Natural 𝐛𝐫𝐨𝐧𝐳𝐞 with Natural Results: Drinkable Tanning Drops approach prioritizes sustainable progress over quick fixes, allowing your body to adapt naturally for authentic, enduring...
  • Travel Portable– Tan Anytime, Anywhere: Enjoy the flexibility of achieving a flawless sunless tan with our Drinkable Tanning Drops, regardless of the season or weather conditions.
Bestseller No. 8
Coco & Eve Self Tanner Mousse Kit - (Medium) All Natural Sunless Instant Self Tanning Lotion with...
  • NATURAL LOOKING, SUN KISSED SKIN. The world's first 100% Natural DHA self-tan body treatment with full skin care benefits. Transforms your skin without any of those nasty streaks or blotches for a...
  • ANTI-AGING WITH ZERO NASTIES. This lightweight mousse delivers an instant bronze glow that is fast drying and develops in just 2 hours to a long-lasting tan. Infused with raw virgin coconuts,...
  • SMELL SO GOOD, YOU’LL WANT MORE. Our Sunny Honey self tan has a tropical mango and guava fragrance that gives you the feel of an island escape. No more biscuit smells! Get ready to rock that tan...
Bestseller No. 9
Loving Tan 2 HR Express Self Tanning Mousse, Dark - Streak Free, Natural, Professional Quality - 5+...
  • MADE BY TAN LOVERS FOR TAN LOVERS – The 2 HR Express sunless tanning mousse gives you a natural looking tan with immediate colour. The quick drying foam dries after just 60 seconds and leaves no...
  • EASY STREAK-FREE APPLICATION – The built-in colour guide contains an instant bronzer making the application foolproof. The colour guide technology ensures an easy, streak-free application every...
  • PREMIUM NATURALLY DERIVED INGREDIENTS & DERMATOLOGIST TESTED – Our products are proudly crafted in Australia using premium naturally derived ingredients. Our salon inspired formula contains high...
Bestseller No. 10
St.Tropez Self Tan Classic Bronzer Mousse Foam, Original Fake Tan, Streak-Free Finish, Develops in...
  • SELF TANNER: Our most iconic & foolproof self tan - lightweight & quick-drying formula for a beautiful streak-free natural-looking tan
  • BEAUTY PRODUCTS: This trusted fake tan develops into a natural golden glow that lasts up to 10 day wear
  • SKINCARE: Infused with hydrating jojoba oil & other skincare actives enjoy a hydrated & long-lasting glow

PS: If you liked this article, please share it! You can also get our free newsletter, follow us on Facebook & Pinterest. Thanks for visiting and for supporting a small business! 🤩 

Facebook
Pinterest
LinkedIn
Threads
Reddit
Email
Facebook

You might also like...

The fun never ends:

Comments on this story

Leave a comment here!

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.