#SkinTok Between Trends and Truth: When Skincare Goes Viral, Experts Matter.
Trends, Truth, Expertise
It’s no longer a mystery: social media are often the starting point for new trends, and just as often, for fake news and myths that need debunking. When algorithms set the rules, the risk is that the most popular content is not necessarily safe or scientifically valid, but simply the most visible. Algorithms determine who sees what and how quickly, shifting power from expertise to visibility.
The latest example is the hashtag #SkinTok, which has surpassed 80 billion views worldwide. On TikTok, this hashtag provides content on skincare—from viral trends to more scientific advice—and brings together a diverse community, including experts like dermatologists and surgeons, as well as influencers, creators, and everyday enthusiasts, all focused on routines, products, and skincare and makeup techniques. This phenomenon involves both professionals and regular users, making it increasingly important to distinguish qualified advice from marketing.
The numbers speak for themselves: according to the National Library of Medicine, 51% of women discover new products via digital platforms, and in 91.3% of cases, trust in cosmetic information is driven by the visual presentation of content. Increasingly, on social media, science and storytelling mix into narratives that combine educational content, scientific data, and viral trends. This can be dangerous, blurring the line between “science” and “fake,” and exposing users to potential health risks.
Fortunately, alongside the “fake gurus,” there are professionals who use social media as an educational laboratory: a virtual agora where they can explain cosmetic practices clearly and scientifically, helping reduce the risk of misinformation. Dr. Paolo Piazzetta, a chemist specializing in complex biological systems and a Top 50 Longevity Pioneer 2025, is one of them. He has translated cosmetic science into direct, accessible language without losing rigor, debunking viral myths and clarifying the effects of active ingredients and formulas.
“Viral content generates curiosity,” comments Piazzetta, “but credibility is built when you explain why a product works—or doesn’t. When a video replaces a consultation, the algorithm becomes the doctor. My challenge is to bring expertise into the social media flow without replacing specialist medical advice.”
In a context where skin becomes content and the city is the stage, skincare transforms into a cultural and educational phenomenon, where visibility, credibility, and real value intersect. The message is clear: expertise pays off in the long term, even when trends move faster than the experts.
