In recent years, a noticeable shift has occurred in the beauty and skincare industry. Consumers are turning more towards influencer-led brands and social media creators for skincare tips rather than advice from dermatologists.

Content creators are posting their skincare routines on platforms such as TikTok, Instagram and YouTube, often presenting highly curated versions of their beauty regimens.

Many of these videos are filmed using beauty filters, strategic lighting and editing tools that smooth skin and blur imperfections. This raises an important question for consumers. How much of what they are seeing reflects real results?

While influencers frequently promote products they have received through PR as transformative, the use of skin-smoothing filters and visual enhancements can make it difficult to distinguish genuine skin improvement from digital alteration.

As a result, consumers may believe they are witnessing authentic results when in reality they are only seeing the curated visual presentation of a video rather than the true effectiveness of the product.

Many consumers feel a stronger sense of relatability with influencers than with dermatologists. Influencers often post “get ready with me” videos that showcase their skincare routines in real-life moments, which makes them feel more authentic and approachable.

This type of content helps followers feel connected to influencers and believe they share similar experiences. Although this relationship is one-sided, consumers may begin to trust and support whatever products the influencer uses, finding comfort and reassurance in following their recommendations.

Take the example of Rhode Glazing Milk and other products from Rhode Skin, the skincare brand launched by influencer Hailey Bieber, that have gone viral across social media platforms.

While Rhode’s packaging is minimalist and visually appealing, women of all ages often swear by these products’ effectiveness beyond aesthetics. This raises an important question: do these products truly work, or are consumers buying into the look and the trend?

Many customers are drawn to the popular “glass skin” look promoted online, even though the products needed to create that effect are not always recommended or evaluated by dermatologists beforehand.

Unlike influencer-led brands that emphasize appearance and lifestyle appeal, dermatologists rely on scientific research, clinical data and professional training to guide skincare advice. This contrast highlights how visual marketing and influencer credibility can outweigh medical expertise in consumer decision-making.

Dermatologists mainly try to express their concern for viral products that do not always work for all skin types. Brands like Rhode emphasize appearance-based appeal, while dermatologists rely mainly on research and statistics. They also rely on professional thinking to provide advice on overall, long-term skin health rather than on visual appearance.

“I caution my patients against this type of nail care technique, because the cuticle acts as a protective barrier, and it’s not designed to be breached,” Dr. Karlin said on the American Academy of Dermatology Association. “Removing the cuticle puts you at risk for infection from bacteria and fungus. In particular, after Russian manicures, we tend to see patients with paronychia, a type of infection that causes the skin around the nail to become inflamed, painful, and discolored.”

Doctors are trying to express their concern about these viral videos.

Beyond skincare concerns comes the reality of young teens comparing themselves to what they see online. They are comparing themselves to someone they don’t know and can’t really see.

The constant exposure to filtered content on screens is changing how consumers view their own skin. Scrolling repeatedly on social media through flawless, edited images of faces can give viewers unrealistic standards.

As a result, this pressure consumers to buy viral skincare to treat their red, irritated skin in hopes of achieving the same success. A problem with doing this is that consumers do not know how they are making this content, or even if they are actually using the product they say they are. Over time, this cycle can cause impulse buying and overuse of skincare products, which can ultimately lead to harm to the skin.

In a world full of filters and trends, the most valuable skincare advice may come from a trusted expert rather than a screen. Learning which products to trust goes beyond aesthetics and focuses on what truly benefits the health of your skin.

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Hi! I’m Hannah Planey, A Magazine’s editor-in-chief. My staff and I are committed to bringing you the most important and entertaining news from the realms of fashion, beauty and culture. We are full-time students and hard-working journalists. While we get support from the student media fee and earned revenue such as advertising, both of those continue to decline. Your generous gift of any amount will help enhance our student experience as we grow into working professionals. Please go here to donate to A Magazine.