A study presented at the European Academy of Dermatology and Venereology (EADV) Congress 2026 in Vienna found that nearly 95% of popular TikTok videos on Korean skincare and 'glass skin' contained potentially misleading claims. The research indicates a lack of dermatologic accuracy and essential safety guidance in the majority of viral skincare content on social media.
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The evaluation targeted popular videos related to Korean skincare conducted in May 2026, screening the top-performing videos based on five specific search terms related to skincare. Investigators excluded some videos to reduce algorithmic bias and ultimately assessed 38 videos for dermatologic claims, safety information, and overall reliability using the Global Quality Scale and a modified DISCERN tool. Notably, 94.7% of the videos included at least one misleading claim, with 84% failing to account for different skin types, 45% promoting excessive combinations of active ingredients without proper safety guidance, and 32% making promises of immediate results. Basic safety information was largely missing; only one video mentioned irritation risks, two provided sun protection advice, and none discussed contact dermatitis or suggested consulting a dermatologist.
Maria Lúcia Paysano, MD, the lead author, expressed surprise at the consistent absence of basic safety information. The study indicated that all evaluated videos were unreliable, with no contributions from dermatologists; instead, 82% were created by non-physician influencers, 11% by beauty brands, and 8% by other creators.
A parallel observational study assessed 94 patients who reported developing new or aggravated skin conditions after using products promoted through social media. Chemical exfoliants containing alpha-hydroxy acids or beta-hydroxy acids were cited in 34% of cases, with over-the-counter retinoids, vitamin C serums, and niacinamide products also noted as common culprits. Approximately 48% of these patients followed skincare routines directly influenced by social media, with many using more than three active ingredients simultaneously.
The predominant skin issue reported was irritant contact dermatitis, affecting 42% of the participants, followed by exacerbated acne in 28%, rosacea flares in 12%, post-inflammatory hyperpigmentation in 11%, and superficial chemical burns in 7%. Ouissal Hormi, MD, the lead author of the second study, noted the risky trend of patients imitating complex routines based on non-medical influencer advice.
The researchers emphasized that these misleading claims should not be interpreted as a condemnation of Korean skincare itself, but rather point out the dangers of oversimplifying and generalizing complex skincare concepts without considering individual skin types and conditions. They advocated for greater engagement from dermatologists in discussions about viral skincare trends to promote evidence-based practices that are accessible and informative.