It only takes a few seconds and a selfie to see with your own eyes what the sun really does to our skin over time. As anti-sunscreen trends proliferate on TikTok and Instagram and more and more people – especially young people – stop using it, technology responds with something hard to ignore: an AI-based filter that shows, in parallel, how your face ages with or without sunscreen. And the comparison, let’s face it, is quite eloquent.
SPF Truth Booth: what it is and how it works
It is called SPF Truth Booth and was developed by Haut.AI, a platform specialized in skin analysis using artificial intelligence. It works immediately: you upload a selfie to the site and in a few moments you get two parallel projections of skin aging – one with the constant use of sunscreen, the other without. No image is saved or shared: it is used exclusively to generate the simulation and then deleted.
The engine behind all this is called SkinGPT, a generative artificial intelligence trained on a vast dermatological database and validated scientific studies. Analyzes skin elasticity, pigmentation, tone and texture to realistically simulate the combined effects of time and UV rays. It’s not just any beauty filter: it’s a tool with a solid scientific basis, designed to inform, not to entertain.
Because this tool arrives at the right time
The launch of SPF Truth Booth intercepts a precise cultural moment. The debate around sunscreens has never been so polarized: on the one hand, awareness of UV damage is growing, on the other, narratives that paint them as useless, dangerous or even toxic are rampant on social media.
We have talked about it several times: from the #SuncareSkepticism phenomenon, the trend that demonizes sun protection among Gen Z, to the fact that Generation Z has practically stopped using them, underestimating very real risks.
The most recent data confirm the concern: according to a study published in 2024 on JAMA Dermatologyregular use of SPF 30 or higher reduces the risk of melanoma in the long term by 24%, and visible photoaging by up to 40%. Yet, the percentage of under 35s who apply sunscreen every day continues to decline across Europe.
According to Haut.AI CEO Anastasia Georgievskaya, today’s consumers are not satisfied with words: they want visible proof. And that’s exactly what SPF Truth Booth offers – a tangible, personalized demonstration that’s hard to shake off as abstract information.
Not just aesthetics: UV rays and skin health
It’s worth remembering: premature aging is only the visible part of the problem. UVA and UVB rays are responsible for damage to cellular DNA that accumulates over time, increasing the risk of actinic keratoses, carcinomas and melanoma. The World Health Organization classifies UV radiation as a Group 1 carcinogen – the same category as cigarette smoking.
The good news? Daily sun protection – even on cloudy days, even in the city – is one of the most effective and accessible preventative interventions that exist. You don’t need a complicated routine: just a product with SPF 30 or 50, applied every morning as the last skincare step.
The goal of SPF Truth Booth is not to scare, but to inform, showing with an immediate visual language how much a difference a seemingly banal daily gesture can make. After all, sometimes seeing is believing.
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