Study: Nearly 95% of Viral TikTok Skincare Videos Contain Misleading Claims

Vienna – Nearly 95 percent of viral TikTok videos focusing on Korean skincare and the pursuit of 'glass skin' — a popular term for clear, smooth, and deeply hydrated skin — contained at least one potentially misleading claim. Furthermore, fundamental safety information was largely absent, according to a new study presented at the European Academy of Dermatology and Venereology (EADV) Congress 2026.

Korean skincare routines and the trend toward achieving 'glass skin' have become global social media phenomena, particularly on TikTok, where such content can reach millions of users. However, the dermatological accuracy and safety of this content have not been systematically examined until now.

In one of the first studies of its kind, researchers analyzed 38 popular videos related to Korean skincare and 'glass skin' routines in May 2026. The analysis revealed that 84 percent of videos did not consider different skin types, 45 percent promoted combinations of active ingredients without adequate safety advice, and 32 percent promised immediate results.

"What surprised us most was the consistent lack of basic safety information," stated lead author Dr. Maria Lúcia Paysano. "Only one of the 38 videos mentioned the risk of skin irritation, two addressed sun protection, and none mentioned the risk of contact dermatitis or recommended consulting a dermatologist."

All evaluated videos were classified as unreliable or less reliable. The majority of content creators were influencers without medical backgrounds. The researchers emphasized that the issue is not with Korean skincare principles themselves, but rather with how concepts like gentle cleansing and barrier care are transformed into viral, generalized routines on social media without proper safety disclosures.