95% of viral TikTok skincare videos make at least one misleading claim, study finds; none were by dermatologists

That ten-step routine that went viral on your feed may not be a good idea. Two studies presented at the European Academy of Dermatology and Venereology (EADV) Congress 2026 looked at the skincare content blowing up on social media, and the picture isn't pretty: nearly 95% of 38 popular videos about Korean cosmetics and 'glass skin' contained at least one potentially false claim.

According to the researchers, including Brazil's Maria Lúcia Paysano of Rio de Janeiro's Santa Casa da Misericórdia, 84% of the videos ignored differences between skin types, 45% suggested combining too many ingredients without explaining the risks and 32% promised instant results. Who made them? 82% came from influencers with no medical training, 11% from beauty brands — and none from dermatologists.

The second study followed 94 patients who developed skin problems after following social media trends. Exfoliating acids (AHA/BHA) accounted for 34% of reactions, followed by retinoids (27%) and vitamin C serums (14%). The most common complaints were irritant contact dermatitis and worsening acne, and 7% of cases involved chemical burns.