TikTok: 95% of K-beauty videos analysed contain a potentially misleading claim

A team led by Dr Maria Lúcia Paysano, a dermatology resident at the Instituto de Dermatologia Prof. Rubem David Azulay in Rio de Janeiro, presented an analysis of 38 viral TikTok videos on Korean skincare and the glass skin trend at the 2026 Congress of the European Academy of Dermatology and Venereology (EADV). Nearly 95% contained at least one claim deemed potentially misleading, while all were rated by the researchers as unreliable or of low reliability. Conducted in May 2026 using a neutral account to minimise algorithmic bias, the analysis assessed the quality and reliability of the content using two evaluation tools employed in health information research – the Global Quality Scaleand a modified version of DISCERN. It found that 84% of the videos failed to take different skin types into account, 45% recommended excessive combinations of active ingredients without appropriate safety guidance, and 32% promised immediate results. Only one video mentioned the risk of irritation, two addressed sun protection, none mentioned the risk of contact dermatitis, and none recommended consulting a dermatologist.

Of the content analysed, 82% was produced by non-medical influencers, 11% by beauty brands and 8% by other beauty content creators; none was produced by a dermatologist. The researchers stress that the issue does not lie with the principles of K-beauty themselves – gentle cleansing, hydration and skin barrier protection – but with their transformation into universal routines promoted without adequate precautions. According to the researchers, following such routines without adapting them to individual needs may contribute to irritation, over-exfoliation, acne flare-ups or impairment of the skin barrier.