Australia has the highest skin cancer rates in the world. While public health campaigns have traditionally targeted older demographics and men in outdoor jobs, a quieter epidemic is emerging, one that is disproportionately affecting younger Australian women. As social media continues to normalise and glamorise tanned skin, more women are trading sunscreen for sun exposure, often underestimating the long-term consequences.
Dr Pedro Valente, a physician specialising in aesthetic medicine, cancer prevention, and skin health, is working to raise awareness about the dangers of skin cancer, particularly among young women. “Skin cancer does not care if you are jogging on the beach or just walking to the café,” says Valente. “UV exposure is cumulative and begins far earlier than most people realize.”
Tanning 2.0: A Filtered Danger
Despite decades of sun safety messaging, social media has ushered in a resurgence of tanning culture, this time repackaged through influencer aesthetics and wellness trends. Whether it’s bronzed selfies or sunbathing tutorials, the message is often the same: tanned skin is synonymous with health and beauty.
This message, Valente warns, is not just misleading, it’s dangerous. “Tanning is not a beauty goal. It is a sign of cellular damage,” he explains. “There is no such thing as a healthy tan. It is a marketing myth that has regained popularity through digital platforms.”The science backs him up. UV radiation accounts for up to 90 percent of visible skin aging and is the most preventable risk factor for skin cancer. Even short daily exposures accumulate over time. “Just because the damage is not visible right away does not mean it is not happening,” Valente says.
SPF Confusion for the Modern Multitasker
For many women juggling work, family, and wellness, skincare often becomes a checklist item rather than a true priority. Relying on SPF infused makeup is a common shortcut, but one that offers minimal real protection.“SPF in foundation or BB cream provides a false sense of security,” says Valente. “To get the protection advertised on the label, you would need to apply seven times the usual amount. And you would still need to reapply it every two hours.”
Valente recommends using medical grade, broad spectrum sunscreens with SPF 50 or higher and incorporating physical barriers such as hats and sunglasses. His goal is to help women integrate protective habits into their lives without added complexity or confusion.
From Trends to Evidence-Based Truths
At The Skin Wellness Hub, Valente’s care model blends clinical insight with cutting-edge technology. Every client receives a comprehensive skin health assessment, including AI-assisted mole mapping and personalised sun risk profiling. His own skincare line, Luxe Skin by Dr Valente, features honey based, antioxidant rich formulations designed to promote long-term skin resilience.“We don’t just treat skin. We protect futures,” says Valente. His approach resonates especially with women seeking meaningful, lasting results. “They want to understand how their skin functions, how it ages, and what they can do now to prevent future issues. That is where empowerment begins.”
Beyond SPF, the clinic offers guidance on hydration, nutrition, and lifestyle practices that support skin health. Diets rich in polyphenols, omega-3 fatty acids, and antioxidants can reduce UV induced inflammation and oxidative stress.
Knowledge as Prevention
According to the Australian Institute of Health and Welfare, more than 2,000 women are diagnosed with melanoma each year, and a significant number are under 40. As online beauty standards evolve, the medical community is urging women to look past trends and embrace evidence based care.
“Women today do not want fluff. They want facts,” Valente says. “At The Skin Wellness Hub, we offer more than treatments. We offer a strategy. And it begins with understanding that radiant skin is not created in a salon or on a beach. It comes from consistency, science, and protection.”
Valente and his team are shifting the conversation from reaction to prevention, empowering women to take control of their skin health before damage occurs, not after.
To learn more about Dr Pedro Valente’s work, connect with him LinkedIn or visit his website.
