Understanding the factors that contribute to sun exposure is vital for skin cancer prevention. The present study aimed to examine the utility of a new measure for cancer prevention research, the Skin Tone Rating Scale. Australian undergraduate women (N = 156) completed an online questionnaire measuring skin tone dissatisfaction, peer and media norms surrounding tanning, internalisation of a tanned ideal, appearance reasons for tanning, and self‐reported tanning behaviour. The two‐item Skin Tone Rating Scale provided a short and easy‐to‐administer measure of skin tone dissatisfaction that correlated with self‐reported tanning behaviour. The Skin Tone Rating Scale was also moderately related to appearance reasons for tanning and internalisation of a tanned ideal, demonstrating concurrent validity. Socio‐cultural influences (from peers and media) were positively correlated with skin tone dissatisfaction, and this relationship was partially mediated by internalisation of a tanned ideal. Although more research is needed to establish causation, this study provides an important addition to sun tanning literature; it provides a new measure to predict self‐reported tanning behaviour, the Skin Tone Rating Scale, which highlights the importance of appearance concerns in relation to tanning and sun exposure.