In the era of algorithm-led influence, skincare advice is more likely to be found in a TikTok reel than in a dermatologist’s consulting room.
Medically unqualified creators are dominating skin-related content online, but as Melbourne dermatologist Dr Katherine Armour outlines in her article, ‘Skincare and Social Media – Where Are We in 2025?’, published in the February 2025 edition of Opinions & Progress in Cosmetic Dermatology (the official journal of the Australasian Society of Cosmetic and Procedural Dermatologists (ASCPD)), this shift comes at a worrying cost.
From skin science to ‘skinfluencers’
Drawing from recent cross-sectional studies conducted in Saudi Arabia, Dr Armour outlines how social media platforms like Snapchat, TikTok and Instagram are not just tools of influence but are key decision-drivers for skincare choices. In one study:
- Daily use of Snapchat and Instagram was significantly associated with the consistent application of skincare across multiple body sites.
- Social media ranked among the top three factors influencing the purchase of skincare products.
A second study offered deeper insight into content trust and purchasing behaviours:
- 75% used social media for more than an hour daily.
- 51% discovered skincare products through social media.
- 3% said visual presentation influenced their confidence in the product.
- Nearly half had purchased a product based on an influencer’s recommendation.
- While 33.2% cited dermatologists as trusted sources, social influencers, friends and cosmetologists were also prominent.
Dangerous skincare trends on the rise
The paper also explores how misinformation spreads rapidly across social platforms – particularly TikTok – and highlights some high-risk trends that have emerged in recent years:
- Sunscreen ‘contouring’, where influencers apply low SPF across the face and high SPF only on the ‘highlight’ areas to allow the sun to ‘sculpt’ the face.
- ‘SPF cocktails’, which involve mixing sunscreen with makeup or serums, potentially reducing the product’s efficacy.
- Beer-tanning, a trend encouraging the application of beer as a tanning agent.
In the article, Dr Armour examines a 2023 study analysing the top 500 TikTok videos across five sun protection-related hashtags, including #sunscreen, #spf and #skincancer. The study categorised content by creator type and found that only 16.6% of videos were posted by dermatologists. In contrast, beauty bloggers made up 38.7% of creators, followed by general consumers at 33.7%.
While dermatologists featured more prominently in posts tagged #skincancer (39%), the majority still came from patients and non-experts. For #spf, dermatologists accounted for just 18% of posts, with influencers and consumers leading the conversation.
Teen skin and the ‘GRWM’ effect
One of the most urgent concerns Armour raises is the growing number of tweens and teens mimicking elaborate skincare routines promoted by older influencers. ‘Get Ready With Me’ (GRWM) videos have popularised multi-step anti-ageing regimens that are not only unnecessary but, in many cases, harmful to young skin.
Dr Armour argues that while creating content takes time, dermatologists must have a stronger presence online. ‘Science and clinical experience count for much more than paid posts by influencers,’ she says. ‘To gain this confidence from the public, an increasing presence by dermatologists on social media will be crucial.’
Aesthetic clinics and professionals may not always be able to post product claims, but they can offer evidence-based education on skin health, sun protection and age-appropriate skincare. As Dr Armour suggests, clinics that combine offline authority with a responsible online voice may be best placed to gain the trust of the next generation of patients.
Dr Katherine Armour’s full commentary appears in the February 2025 ‘Cosmeceuticals’ edition of Opinions & Progress in Cosmetic Dermatology, the official journal of the Australasian Society of Cosmetic and Procedural Dermatologists (ASCPD).
To read the full article, access the ASCPD Journal via your member portal or visit ascd.org.au.
