EADV 2026 Highlights Misleading Claims in Viral Korean Skincare TikTok Videos

Conducted in May 2026, the research utilized a neutral TikTok account to minimize algorithm bias while screening videos tied to five Korean skincare-related search terms. The videos were evaluated based on dermatological claims, safety information, quality, and reliability using the Global Quality Scale and a modified version of DISCERN.

The findings revealed that nearly 95% of the analyzed videos contained at least one misleading claim. Approximately 84% of them did not consider different skin types, 45% promoted ingredient combinations without adequate safety guidance, and 32% promised instant results.

Concerns about safety were prevalent, as only one video mentioned the risk of irritation, and two addressed the need for sun protection. None of the videos discussed contact dermatitis risks or advised consulting a dermatologist. All videos were deemed unreliable or less reliable, with no external sources provided for reference.

The study noted that nearly 82% of the videos were produced by non-physician influencers, 11% by beauty brands, and 8% by other beauty content creators, with no input from dermatologists.

Additionally, another observational study at EADV Congress 2026 examined 94 patients who experienced new or worsened skin conditions after using social media-promoted cosmetic or dermatological products. The research found that alpha-hydroxy acid or beta-hydroxy acid exfoliants were involved in 34% of cases, with over-the-counter retinoids linked to 27%.

Half of the patients had adopted complete skincare routines based on social media trends, and 63% used more than three active ingredients simultaneously. Reported reactions included irritant contact dermatitis in 42% of patients, worsening acne in 28%, flares of rosacea or rosacea-like dermatitis in 12%, post-inflammatory hyperpigmentation in 11%, and superficial chemical burns in 7%.

The researchers clarified that the Korean skincare products themselves were not the issue but criticized the promotion of complex, universal skincare routines without proper safety guidance. They called for enhanced access to evidence-based skincare information on social media and encouraged dermatologists to engage with current trends to provide accurate and accessible advice.

References

Paysano ML et al. Glass skin or barrier breakdown? Evaluating the quality and safety of viral Korean skincare routines on TikTok. Poster 2814. EADV Congress, 30 September – 3 October, 2026.

Hormi O et al. When skincare trends go wrong: dermatologic complications of viral social media products. Poster 2330. EADV Congress, 30 September – 3 October, 2026.