Nearly 95% of Viral TikTok Skincare Videos Carry Misleading Claims, Dermatologists Find

Almost 95 per cent of viral TikTok videos promoting Korean skincare and "glass skin" routines contain at least one potentially misleading claim, while basic safety information is largely absent, according to research presented on Wednesday at the European Academy of Dermatology and Venereology (EADV) Congress 2026 in Vienna.

Researchers analysed 38 of the most popular Korean skincare videos on TikTok in May 2026, using a neutral account with no prior engagement history to minimise algorithmic bias. Scoring the videos with the Global Quality Scale and modified DISCERN tools, they found 84 per cent failed to account for different skin types, 45 per cent encouraged combining multiple active ingredients without adequate safety guidance, and 32 per cent promised instant results.

"What surprised us most was how consistently basic safety information was absent," lead author Dr Maria Lúcia Paysano said. Only one of the 38 videos mentioned the risk of skin irritation, only two discussed sun protection, and none mentioned contact dermatitis or advised viewers to consult a dermatologist.

Nearly 82 per cent of the videos were created by non-physician influencers, with 11 per cent posted by beauty brands. None were produced by dermatologists, and not one video cited an external source or reference.

A separate observational study presented at the congress underlined the possible consequences: 94 patients developed new or worsened skin conditions after using products promoted online, most commonly chemical exfoliants containing alpha- or beta-hydroxy acids, followed by over-the-counter retinoids, according to Medical Dialogues.

Sources

• Almost 95% of viral Korean skincare and ‘glass skin’ TikTok videos contain misleading claims, new study shows — EADV Congress 2026 press release
• Study Finds Nearly 95 Percent of Viral Korean Skincare TikTok Videos Make Misleading Claims — Medical Dialogues