Dermatologist warns TikTok-driven ‘influencer inflammation’ is rising

A leading dermatologist is warning that viral skincare routines on TikTok and other social platforms are driving a rise in cases of red, stinging and inflamed skin that she calls “influencer inflammation.” Patients — often people in their late teens to early 30s — are presenting with irritant dermatitis after adopting multi‑step regimens promoted online, according to Dr. Sandy Skotnicki, author of Beyond Soap and co‑host of the Skin To It podcast.

“One patient recently came in convinced she had ‘sensitive skin’ for the first time in her life,” Skotnicki said. “In reality, she had irritant dermatitis from overdoing actives she saw on TikTok.” When clinicians removed the layered products and returned the patient to a basic routine of a gentle cleanser, moisturizer and sunscreen, her skin calmed within weeks, Skotnicki said.

Skotnicki and other dermatologists report a pattern: consumers combine chemical exfoliants, vitamin C serums, niacinamide and retinoids — sometimes in a single application — and then experience barrier breakdown, redness and burning. Glycolic acid and retinol, for example, can both offer benefits but are more likely to cause irritation when used together or layered too frequently.

To address the trend, clinicians are increasingly recommending a product elimination protocol and ‘‘skin cycling.’’ The elimination approach asks patients to switch to simpler, fragrance‑free and essential oil–free formulations for several weeks, then reintroduce items one at a time to identify culprits. Skin cycling staggers powerful actives on different days to reduce cumulative irritation while preserving the perceived benefits of those ingredients.

Skotnicki said the problem is amplified by what she calls “information overload” online. Many social media creators mix accurate tips with incomplete guidance or product promotions, making it difficult for viewers to know what regimen is appropriate for their skin type. “Who do you trust?” she said. “Some dermatologists even get things wrong sometimes. And the Gen‑Z self‑taught gurus that appeal to their generation often have some great information — and then also get things wrong.”

She warned consumers to be wary of influencers whose posts are tied to direct sales. “If there is a buy button and link to purchase to what they are talking about, beware,” Skotnicki said. She also cautioned against marketing buzzwords. “‘Sensitive’ on the bottle means basically nothing. Even ‘fragrance‑free’ can be on natural products and they contain essential oils — which are fragranced.”

The phenomenon is not limited to women. Skotnicki said more men are trying multi‑step regimens and experiencing the same flares when they overuse actives. In many cases the irritation appears to stem from the cumulative effect of multiple products rather than a single ingredient.

Clinicians advise starting with fewer ingredients and monitoring reactions, simplifying routines when irritation appears, and introducing new products one at a time. For people intent on using several actives, practitioners recommend skin cycling to space treatments and reduce the risk of barrier damage.

Patients with persistent redness, severe pain, blistering or signs of infection are urged to seek in‑person evaluation from a dermatologist. For many who present with influencer‑driven irritation, Skotnicki said, the first step is to stop layering aggressive products and allow the skin barrier to recover.

Skotnicki said she supports consumer interest in skincare ingredients and education, but urged restraint and skepticism about one‑size‑fits‑all routines promoted on social media. “If they do use multiple products, it could amount to less overall ingredients in general,” she said, adding that a thoughtful, evidence‑based approach and consultation with a qualified clinician can prevent many cases of avoidable irritation.