The 1970s were a formative decade for American beach culture. The postwar baby boom had come of age, vacation time had expanded, and a set of consumer brands emerged that defined what a day at the beach looked, smelled, and felt like for an entire generation.

Several of these brands are still very much alive — and in some cases, more relevant than ever. Here are five that deserve a second look.

1. Panama Jack

Founded: 1974  |  Iconic Product: Coconut Tanning Oil

Panama Jack is not just alive in 2026 — it's thriving. The brand has maintained its commitment to the tanning oil heritage while building out a complete, modern sun care range that includes SPF 50 sunscreens, SPF 45 lip balms in five flavors, aloe vera gels, and a full beach hat collection. The coconut scent is still there. The original formula is still available.

2. Coppertone

Founded: 1944, widely popularized in the 1970s

Coppertone was everywhere in the 70s — the iconic advertising imagery made it one of the most recognizable consumer brands in American history. The brand's SPF 2 "Sport" formula was the best-selling sun product in America through much of the decade. Coppertone's broader formulas helped transition the market toward sun protection in the late 70s and 80s. Now owned by Beiersdorf, Coppertone is still widely available and retains strong loyalty among older consumers.

3. Hawaiian Tropic

Founded: 1969  |  Iconic Product: Dark Tanning Oil

Hawaiian Tropic's distinctive tropical fragrance — a blend of coconut, exotic florals, and something that only ever existed in a bottle — is arguably the most recognized suncare scent in American history. The brand leaned fully into the tropical fantasy of the 70s beach lifestyle. Hawaiian Tropic dark tanning oil became a cultural artifact of the 70s and 80s sunbather's identity.

4. Sun-In

Founded: 1971  |  Iconic Product: Spray-In Hair Lightener

Not sunscreen exactly, but inextricably part of the 70s beach culture experience. Sun-In was the spray-in hair lightener that every beach kid of the era used to produce sun-bleached highlights. Applied to wet hair before sun exposure, it used hydrogen peroxide activated by UV to gradually lighten strands. Sun-In is still made and still sells surprisingly well in 2026.

5. Sea & Ski

Founded: 1949, peak popularity 1960s–1980s

Sea & Ski was one of the first mass-market sun protection brands in America, and through the 60s and 70s it was a fixture in beach stores and drugstores across the country. The brand's name captured the dual-season sun protection concept before most consumers had thought about skiing as a UV risk. Sea & Ski is still sold today and retains a devoted customer base who remember it from childhood beach trips.

What connects all five of these brands — besides the specific smell of summer they each carry — is authenticity. They built their identities through genuine use by real people in real beach conditions, not through marketing campaigns. That authenticity is exactly what makes them resonate again in a cultural moment that is deeply skeptical of manufactured brand stories.

Frequently Asked Questions

Is Panama Jack still making the original tanning oil formula?

Yes — Panama Jack's classic coconut tanning oil, including low-SPF formulas, is still in production and available on Amazon. The scent and texture remain consistent with the original 70s formula that made the brand famous.

Why are 70s beach brands popular again in 2026?

The retro beach aesthetic has been gaining cultural momentum driven by Gen Z's fascination with pre-digital summer experiences and Millennials' deep nostalgia for childhood beach memories. Brands with genuine heritage carry an authenticity premium that newly created "retro-inspired" brands cannot replicate.