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--A new study reveals that almost 95% of viral TikTok videos about Korean skin care and 'glass skin' contain misleading claims
VIENNA, September 30, 2026 /PRNewswire/ -- New research presented at the 2026 Congress of the European Academy of Dermatology and Venereology (EADV) concludes that nearly 95% of viral TikTok videos about Korean skin care and the 'glass skin' trend included at least one potentially misleading claim, and provided little basic information about safety.
The so-called Korean skin care and the pursuit of 'glass skin' — a term that refers to smooth, luminous, and highly hydrated skin — have gained worldwide popularity on social media platforms like TikTok, where beauty routines reach millions of users. However, until now, the dermatological accuracy and safety of this type of content had hardly been systematically analyzed.
In one of the first studies addressing this issue, the research team reviewed videos about well-known Korean skin care routines and 'glass skin' in May 2026. To reduce algorithm bias, a neutral account with no usage history was used, and the most relevant videos associated with five search terms related to Korean skin care were selected. After applying exclusion criteria, 38 videos were selected, which were evaluated for dermatological claims, presence of safety warnings, quality, and reliability, using the Global Quality Scale and a modified version of the DISCERN scale.
The analysis showed that almost 95% of the videos contained at least one misleading claim; 84% did not differentiate between skin types, 45% recommended the simultaneous use of numerous active ingredients without clear safety warnings, and 32% claimed immediate results.
"What surprised us the most was the constant absence of basic safety information," said the lead author, Dr. Maria Lúcia Paysano. "Only one of the 38 videos mentioned the risk of irritation, only two addressed sun protection, none mentioned the risk of contact dermatitis, and none recommended consulting a dermatologist."
All the analyzed videos were categorized as unreliable or of limited reliability and none provided references or external sources. Approximately 82% came from influencers without medical training, 11% from cosmetic brands, and 8% from other beauty content creators, with no participation from dermatologists.
"Our findings reveal a clear discrepancy between the popularity of this content and the quality of the information provided," said Dr. Paysano. "Following these routines without personalized guidance can lead to irritation, over-exfoliation, acne breakouts, or alterations in the skin barrier, especially when multiple active ingredients are combined."
The authors insisted that the problem is not Korean skin care itself, but the way some of its principles — such as gentle cleansing, hydration, and skin barrier protection — become viral routines on social media supposedly valid for everyone, but devoid of essential safety warnings.
"Consumers should be cautious of content that promises instant or universal results," added Dr. Paysano.
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