Study: Nearly 95% of TikTok Korean Skincare Videos Contain Misleading Claims
A new study presented at the EADV Congress 2026 reveals that almost 95% of viral TikTok videos on Korean skincare and "glass skin" contain at least one misleading claim and lack basic safety information.
VIENNA, September 30, 2026 – Nearly 95 percent of viral TikTok videos focused on Korean skincare and the "glass skin" trend contain at least one potentially misleading claim and largely lack basic safety information, according to a new study presented today at the European Academy of Dermatology and Venereology (EADV) Congress 2026.
The Korean skincare trend and the pursuit of "glass skin" – defined as clear, smooth, and deeply hydrated skin – have become a global phenomenon on social media, particularly on TikTok, where promoted routines can reach millions of users. However, the dermatological accuracy and safety of this content have not been thoroughly evaluated.
In one of the first studies of its kind, researchers analyzed popular Korean skincare and "glass skin" videos in May 2026. Using a neutral account to minimize algorithmic bias, they examined the most-viewed videos related to five Korean skincare search terms. After exclusions, 38 videos were assessed for dermatological claims, safety information, quality, and reliability. The findings indicated that almost 95% of videos featured at least one misleading claim. Furthermore, 84% disregarded different skin types, 45% promoted excessive combinations of active ingredients without proper safety guidance, and 32% promised immediate results.
"What surprised us the most was the systematic absence of fundamental safety information," stated lead author Dr. Maria Lúcia Paysano. "Only one of the 38 videos mentioned the risk of irritation, two discussed sun protection, none mentioned the risk of contact dermatitis, and none recommended consulting a dermatologist."
All reviewed videos were classified as unreliable or untrustworthy, with none citing external sources. Approximately 82% were created by non-medical influencers, 11% by beauty brands, and 8% by other beauty content creators. The researchers emphasized that Korean skincare itself is not the issue; rather, it is how basic skincare principles are transformed into viral, universal routines on social media without adequate safety information. Consumers are advised to be wary of content promising immediate or universal results.