Almost 95 per cent of Korean skincare and 'glass skin' TikTok videos examined in a new study contained at least one potentially misleading claim — and none of the 38 videos analysed were made by a dermatologist.
Just one video mentioned irritation risks, two addressed sun protection, and none warned about contact dermatitis or advised viewers to consult a dermatologist. Researchers also found that 84 per cent failed to account for different skin types, while 45 per cent promoted combinations of active ingredients without appropriate safety guidance.
The findings were presented at the European Academy of Dermatology and Venereology (EADV) Congress 2026 in Vienna, highlighting concerns about the quality and safety information provided in viral skincare content.
The Shocking 95% Misleading Claims
Korean skincare and the pursuit of 'glass skin' — a term used to describe clear, smooth and deeply hydrated skin — have become popular on social media, particularly on TikTok.
Researchers examined popular Korean skincare and 'glass skin' content in May 2026 using a fresh account with no previous engagement history, designed to minimise the influence of personalised algorithms. They screened top videos across five Korean skincare-related search terms before assessing 38 videos for dermatological claims, safety information, quality and reliability.
Thirty-six of the 38 videos contained at least one potentially misleading claim, according to the research. That works out to 94.7 per cent, which rounds to 95 per cent.
The lack of basic safety information was particularly striking.
'What surprised us most was how consistently basic safety information was absent,' said lead author Dr Maria Lúcia Paysano.
'Only one of the 38 videos mentioned irritation risk, only two addressed sun protection, none mentioned contact dermatitis risk and none recommended consulting a dermatologist.'
The researchers also found that 84 per cent of videos failed to take different skin types into account, while 45 per cent promoted excessive combinations of active ingredients without appropriate safety guidance.
A further 32 per cent promised 'instant results'.
All of the videos were classified as unreliable or less reliable, and none cited an external source or reference.
Zero Dermatologists Behind Viral Trends
None of the 38 videos was produced by a dermatologist or cited an external source or reference.
Nearly 82 per cent were created by non-physician influencers, while 11 per cent came from beauty brands and eight per cent from other beauty content creators.
'Our findings show a clear gap between the popularity of this content and the quality of the information provided,' said Dr Paysano.
'Following these routines without individualised guidance may contribute to irritation, over-exfoliation, acne flares or skin barrier disruption, particularly when multiple active ingredients are combined.'
The findings should not be interpreted as representing all skincare content on TikTok, however. The researchers assessed only 38 videos selected through their search strategy.
A TikTok representative responded to the Daily Mail by stating: 'Drawing conclusions from just 38 videos on a platform with more than 100 million daily posts is a deeply flawed methodology.'
The spokesperson added: 'The facts are that we proactively remove harmful health misinformation, and we partner with fact-checkers, public health authorities, and medical experts to connect our community with reliable medical content.'
Skin Problems Linked to Social-Media-Promoted Skincare
A separate observational study presented at the same congress examined patients who developed new or worsened skin conditions after using cosmetic or dermatological products promoted on social media.
Researchers examined 94 patients who developed a new or worsened skin condition following the use of such products.
Almost half of the patients, 48 per cent, had adopted a complete skincare routine directly inspired by social media content, while 63 per cent were using more than three active skincare ingredients at the same time.
'What was particularly striking was not simply the popularity of these products, but the way they were being used,' said Dr Ouissal Hormi, lead author of the second study.
'Many patients were reproducing complex skincare routines involving several active ingredients simultaneously, often based on advice from non-medical influencers.'
Chemical exfoliants containing alpha-hydroxy acids (AHAs) or beta-hydroxy acids (BHAs) were the products most frequently implicated, appearing in 34 per cent of cases. Over-the-counter retinoids followed at 27 per cent, alongside vitamin C serums at 14 per cent and products containing niacinamide at 11 per cent.
Chemical Burns and Barrier Damage
Irritant contact dermatitis was the most frequent reaction, affecting 42 per cent of patients. It was followed by acne onset or significant worsening at 28 per cent, rosacea flares or rosacea-like dermatitis at 12 per cent, post-inflammatory hyperpigmentation at 11 per cent, and superficial chemical burns at 7 per cent.
'Combining several active ingredients can place excessive stress on the skin barrier since some have overlapping irritant effects,' said Dr Hormi.
'Our message is simple: 'Viral' does not necessarily mean safe, validated or suitable for everyone.'
The researchers stressed that Korean skincare itself was not the problem. Instead, they warned that principles such as gentle cleansing, hydration and skin-barrier care can be transformed on social media into one-size-fits-all routines without appropriate safety information.
'Consumers should be cautious of content promising instant or universal results,' Dr Paysano added.
'Anyone with an existing skin condition who develops irritation or is unsure whether a routine is appropriate for them should seek advice from a dermatologist.'
Dr Paysano also urged dermatologists to engage with social media rather than dismissing viral skincare trends.
'Dermatologists also have an important role to play.'
'Rather than dismissing social media trends, we have the opportunity to participate in these conversations and make evidence-based skincare information accurate, accessible and engaging.'
