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Review Article
06 Aug 2025
The Impact of Social Media Influencers on Skincare Behaviors Among Skin of Color Populations: A Narrative Review (2015-2025)
Gaity Wahab, BS, Kailey Bae, BA, Annalise Cooper, MS, Edwine Coulanges, MS, Mary-Pascale Pericles, MPH, Nabeeha Soherwardy, BS, Caroline Aprigliano, BS, Harleen Dhami, BS, Danny Lee, MD, Carlene Radix, MD, MPH
Review Article
03 Mar 2026
The Impact of Social Media Influencers on Skincare Behaviors Among Skin of Color Populations: A Narrative Review (2015-2025)
Gaity Wahab, BS, Kailey Bae, BA, Annalise Cooper, MS, Edwine Coulanges, MS, Mary-Pascale Pericles, MPH, Nabeeha Soherwardy, BS, Caroline Aprigliano, BS, Harleen Dhami, BS, Danny Lee, MD, Carlene Radix, MD, MPH
DOI:
10.64550/joid.dcx0p384
Reviewed by:
Harib Ezaldein, MD FAAD FACMS, Miesha Merati, DO
Abstract

Social media influencers have become key sources of skincare advice for skin-of-color (SOC) communities in the U.S., often bridging gaps in representation and cultural relevance within dermatology. These digital platforms offer accessibility and relatability that many SOC individuals feel is lacking in traditional care. However, influencer content remains largely unregulated, raising concerns about misinformation, cultural insensitivity, and disparities in digital health literacy. This scoping review explores how influencer-driven skincare content affects dermatologic engagement among SOC audiences. We analyzed 36 peer-reviewed studies published between 2015 and 2025, identified through PubMed and Google Scholar using SOC- and dermatology-focused search terms. Only U.S.-based research targeting SOC populations was included. Inductive thematic analysis revealed key trends, and thematic saturation was reached by the 30th study. Findings show that 42–59% of SOC individuals rely on influencers for skincare guidance, often due to cost, accessibility, and the lack of culturally competent care. Yet, misinformation was common: over 50% of influencer content on hyperpigmentation promoted unsafe hydroquinone use, and 12% included harmful DIY remedies. Spanish-language content showed significantly higher error rates, and 62% of hijabi influencers recommended non-halal products. While dermatologist-created content was more accurate, it lacked reach and engagement. Influencers serve an important role by making skincare more inclusive, but the risks of misinformation and cultural mismatch are substantial. To improve outcomes, stronger collaborations between influencers and dermatologists, increased accountability from platforms, and culturally tailored communication strategies are essential to meet the needs of SOC communities.

Methodology

This study employed a critical narrative review design to examine how social media influencers shape dermatologic knowledge and behaviors in skin-of-color (SOC) communities within the United States. This approach was selected because it allows for the synthesis of diverse sources and perspectives while maintaining critical attention to cultural and contextual nuances. The aim was not to generalize dermatologic training quality but to analyze how public-facing digital narratives intersect with professional dermatologic information and cultural identity.

Data Sources and Search Strategy

A structured search was conducted using PubMed and Google Scholar for peer-reviewed articles published between 2015 and 2025. Search terms included: “skin of color,” “social media influencers,” “skincare misinformation,” “cultural competence in dermatology,” and “online health disparities.” Only U.S.-based studies focusing on SOC populations (including Black, Latinx, South Asian, and Middle Eastern communities) were included to ensure cultural and geographic relevance.

Inclusion and Exclusion Criteria

Included: Empirical or theoretical, peer-reviewed studies addressing dermatologic health, SOC populations, or influencer-driven content on social media.

Excluded: Non-peer-reviewed commentaries, editorials, studies outside the 2015–2025 range, or those not directly related to SOC dermatologic health.

Scope Definition and Key Terms

The scope evolved iteratively as the literature was reviewed. Initially focused on skincare misconceptions in SOC communities, it expanded to include multilingual content, modesty-centered marketing, and faith-based endorsements.

For this study, “skin of color” refers to individuals with Fitzpatrick skin types IV–VI, representing historically underrepresented populations in dermatologic research. “Influencers” are defined as individuals without formal medical training who use digital platforms such as YouTube, Instagram, or TikTok to disseminate skincare information to large audiences.

Analytical Framework and Inductive Reasoning Process

Data were analyzed through an inductive thematic analysis, allowing patterns and concepts to emerge directly from the data rather than from previously imposed categories. Two reviewers independently coded each eligible article for three domains:

Any discrepancies between reviewers were resolved through multiple rounds of structured discussion. Coding continued until theme saturation was reached after 15 articles, at which point no new major ideas or concepts emerged. A simplified representation of this analytic workflow is shown below:

Flow of Analysis

Literature identification →

Screening by inclusion/exclusion criteria →

Independent coding by reviewers →

Thematic comparison and discussion →

Theme refinement and saturation →

Synthesis of findings
Researcher Reflexivity

The reviewers’ backgrounds as medical students informed the interpretive lens used throughout the review. Reflexive memos were maintained to acknowledge and minimize bias during coding and synthesis.

Rigor and Trustworthiness

Rigor was ensured through triangulation, comparing findings across different SOC subgroups, content formats (eg, videos, posts, hashtags), and linguistic contexts. Consistency in identified themes across these dimensions strengthened reliability. Results were descriptive rather than judgmental, focusing on how digital content reflects and influences dermatologic understanding within SOC populations.

INTRODUCTION

Skin of color (SOC) represents a substantial and growing portion of the global population, but it remains underrepresented in dermatologic education, research, and clinical care. Despite its known disparities, SOC is still insufficiently addressed in standard dermatologic care. In dermatology skin of color (SOC) has been defined using the Fitzpatrick scale—a skin type classification system introduced in 1975 by Thomas Fitzpatrick, MD—which categorizes skin into six phototypes ranging from I to VI.1 Although this system is still widely used today, it was developed solely based on the ultraviolet responses of white skin, raising concerns about its applicability to more diverse populations. The classification of SOC is clinically significant, as epidemiological studies have shown that skin color influences the clinical representation of various dermatologic conditions such as skin cancer.2 The limitations of the original system highlight the need to redefine SOC through a broader and more inclusive model that accurately reflects the full biological spectrum of human pigmentation. While a variety of factors, such as genetics, UV exposure, and chromophores, contribute to human skin color, the primary determinant is the amount and quality of melanin pigment produced by melanocytes, which leads to the darker pigmentation observed in SOC individuals.3 As patients with SOC exhibit distinct dermatologic presentations, the standard of care for this population should be carefully adapted to ensure accurate diagnosis and individualized treatment.

Despite the biological and clinical importance of incorporating SOC, significant gaps in dermatologic education, diagnostic accuracy, and equitable care delivery persist. One major contributor to this disparity is the limited exposure to SOC in medical education. For example, only 4.5% of images in widely used medical textbooks depict dark skin, which is disproportionately low compared to the 20% of the U.S population that identifies as Black.4 This lack of education extends beyond educational resources, as many physicians report feeling underprepared to treat patients with SOC due to limited clinical exposure. Syder et al found that 79% of dermatology residents believed they needed additional training to treat SOC patients).5 The consequences of inadequate education include misdiagnoses and delays in treatment, which directly affect clinical outcomes and the overall quality of care for SOC populations.

These educational limitations not only undermine the education of future dermatologists, but also reflect broader systemic barriers that hinder patient access to dermatologic care. SOC populations, in particular, often face additional challenges due to socioeconomic barriers such as insurance coverage, educational background, and geographic accessibility.6 These challenges significantly reduce access to timely and effective treatment. On the physician side, the lack of representation is also evident: only 3% of dermatologists in the U.S. identify as Black, whereas 13.4% of the U.S. population is Black.7 This imbalance in the healthcare workforce further exacerbates the disparities already created by socioeconomic barriers. The continued lack of clinical education, accessible resources, and physician diversity contributes to the gap in dermatologic care for SOC populations.

As dermatologic care remains limited or less accessible for SOC populations, social media has emerged as one of the fastest and most accessible platforms for medical information, including dermatologic content. The rise of “skininfluencers” or “dermfluencers” has significantly changed how skincare education is delivered to the public. However, the credibility of these influencers is questionable, as only 4% of the popular dermatology related Instagram accounts are run by board-certified dermatologists, while 27% are managed by self-proclaimed skincare specialists without credentials.8 This lack of regulation and qualification raises concerns about the widespread misinformation and potentially harmful advice. Fimbres et al conducted a study on TikTok, one of the most widely used social media platforms with over one billion users, and found that dermatologists who posted sponsored content had significantly higher follower counts.9 This suggests the commercial promotion may overshadow clinical credibility, even when content is produced by board-certified dermatologists. As social media continues to evolve as a platform for health communication, it is essential to approach its use carefully to ensure that the information it conveys is inclusive, credible, and beneficial for all.

Influencer Reliance Among SOC Populations

Individuals with skin of color (SOC) are increasingly turning to social media and influencers as their primary source of skincare advice. While social media offers quick and convenient information, this trend reflects systemic gaps within healthcare. Many SOC patients report feeling overlooked or misunderstood in clinical settings due to limited dermato-education on SOC presentations and an overall lack of representation in the field.10 When unique skin concerns are minimized or misdiagnosed, patients often seek guidance elsewhere. Influencers who openly discuss their experiences and show real-time results help fill an educational and emotional void, offering practical advice that may feel more applicable to everyday life. Kang et al noted that SOC-related content on social media creates a sense of visibility that traditional dermatology has not consistently provided.11 On social media, peer-driven content builds trust, but often lacks clinical oversight and may result in the spread of misinformation. Such circumstances raise concern especially when audiences can interpret influencer content as equivalent to professional care.

A key reason SOC audiences find influencers relatable is that they communicate in a way that mirrors the community’s lived experiences. Influencers use accessible language, share unfiltered progress photos, and discuss trial-and-error routines. These elements can feel validating to viewers who may not have had similar acknowledgment in clinical encounters. In contrast, clinical visits may feel rushed or overly technical, and some SOC patients report feeling dismissed or not prioritized, which further reinforces reliance on peers for guidance and reassurance.10

The trust built in these online spaces is amplified by the structure of social platforms like TikTok, Instagram, and X. Algorithms are designed to reward engagement, meaning the most eye-catching or emotionally compelling content gets amplified, rather than the most accurate. Abdelnour et al found that non-physician TikTok users were three times more likely to feature SOC skin in videos on atopic dermatitis compared to physicians, yet those videos were frequently inaccurate.12 Glover et al further observed that hyperpigmentation content, a highly relevant concern for SOC viewers, was dominated by advertisers and influencers rather than dermatologists.13 Ogunleye et al reported that misinformation appeared even more frequently in Spanish-language acne videos than in English ones, suggesting that language differences may influence the accuracy and accessibility of dermatologic information.14 As SOC individuals search for answers online, they encounter a blend of helpful peer experiences and misleading claims, making it difficult to distinguish credible guidance and potentially delaying appropriate care.

This growing reliance on influencers underscores longstanding gaps in dermatologic care and highlights the need for a more inclusive and culturally competent healthcare system. To improve patient outcomes, clinicians must engage with SOC communities both in clinical settings and online by providing accessible, evidence-based information that represents diverse skin tones and experiences. Increasing visibility of qualified dermatology professionals in digital spaces could reduce misinformation and rebuild trust in medical care, particularly among communities that have historically felt unseen.

Spread of Misinformation in Skincare Content

Social media has become a widely used visual tool for increasing public awareness and understanding of skin health. Its accessibility and widespread reach make it an appealing platform for disseminating dermatologic information. However, the lack of regulation over content creation and distribution has resulted in a proliferation of misinformation. Although dermatologists regularly share medically sound, evidence-based content, their posts often receive less engagement compared to those of non-medical influencers who may prioritize popularity over accuracy.15 Targeted marketing further complicates the landscape by emphasizing products and regimens geared toward individuals with lighter skin tones, marginalizing people with darker complexions and limiting their access to evidence-based resources.16 As a result, many patients turn to online sources for solutions to common conditions like hyperpigmentation and are met with non-medical advice, such as applying lemon juice, which may cause irritation or harm.17 As dermatologists attempt to engage on these platforms and adapt to algorithm-driven trends, they may inadvertently blur the line between medical authority and online personality.18 This shift in perception, coupled with the saturation of trend-driven content, has created an environment where skincare is increasingly viewed through a commercial, rather than clinical, lens.

As skin care becomes increasingly associated with social trends rather than medical diagnoses, the landscape for misinformation continues to expand. For example, the popularization of “slugging,” which promotes applying thick layers of petrolatum to the face, went viral with little discussion about its potential to worsen acne in oily or acne-prone skin types.19 Similarly, waterless Russian manicures gained popularity without adequate conversation about infection risks related to cuticle damage. Multi-step skincare routines, though often well-intentioned in promoting moisturization and sun protection, have propagated the misconception that “more is better,” which can lead to clogged pores, worsened acne, skin irritation, or unnecessary expenses for certain skin types. Likewise, the rise of natural or do-it-yourself (DIY) skincare trends has failed to communicate that “natural” does not necessarily mean safe, often overlooking the risks of irritant contact dermatitis or infection.

In today’s digital landscape, social media algorithms amplify voices based on visibility rather than expertise, allowing non-medical influencers to shape beauty standards and normalize unnecessary or premature cosmetic interventions such as preventative neurotoxins among increasingly younger demographics.20 As patients increasingly engage with misinformation, the social media algorithm strives to deliver more information that it believes aligns with the consumer’s interest. As such, people become stuck in a chasm of misinformation, whom Cinelli et al dub an echo chamber, a space that gives strength to misinformation without allowing for room for dissent or expert opinion.21 When publishers of social media content post with confidence and only a partial view of dermatologic content, this misinformation can easily spread to other individuals who may be more willing to agree and less likely to seek additional sources to confirm its legitimacy. With skincare advice more readily available than ever, it is essential that patients exercise discernment, seek guidance from credible, medically trained sources for online skincare advice, and recognize that popularity does not always equate to credibility. Only 20% of the top SOC-related TikTok posts are produced by board-certified dermatologists, yet inaccurate posts receive significantly higher engagement.22

Cultural Competency Gaps in Influencer Messaging

Social media platforms such as TikTok serve as major sources of dermatologic information for users seeking skincare advice. However, much of this content does not specifically address the needs of people of color. In a study analyzing atopic dermatitis content, among 119 videos reviewed, only one included imagery of skin of color and that single video was produced by a physician.12 This contrast highlights that the majority of dermatologic material on TikTok originates from non-physician influencers rather than medical professionals.16 This trend illustrates a significant accessibility gap: individuals from underrepresented groups often rely on social media for dermatologic information due to limited access to specialists. Consequently, the accuracy and representativeness of online skincare guidance become critically important. For example, a study examining TikTok videos related to melasma, keloids, and vitiligo found that over 58% of content was produced by non-physician influencers.23 While such videos can raise awareness, the predominance of non-expert creators increases the potential for misinformation to spread widely among viewers who depend on these platforms for healthcare guidance. This lack of representation is especially alarming given evidence that late-stage diagnoses are more common among SOC individuals when they receive dermatology guidance from non-clinical sources.1 Addressing this issue requires promoting dermatologic education led by qualified clinicians and trained professionals to ensure evidence-based and culturally inclusive content reaches diverse audiences.

Unfortunately, brand name companies also contribute to the lack of representation that is prevalent on TikTok. These companies are now utilizing TikTok’s platform to sell their products. Dermatological companies have amassed millions of followers and create paid partnerships with social media influencers who are paid to promote their merchandise, while receiving compensation based on their viewership.24 Social media influencers can display themselves using these products and give them positive reviews to their viewers, which can prompt viewers to purchase these items.25 Many of TikTok’s audience is impressionable adolescents who view these influencers as “celebrities” and lifestyle role models. This is partly why brands focus on social media influencers who not only possess many followers, but are seen as “cool.” Social capital and desirability plays into whether consumers will listen to health information and buy products from these companies.26 However, this creates a dangerous chasm, as many of these influencers promote these sponsored videos in order to be compensated, and many do not actually utilize these products, nor do any research before promoting these products.27 This carries serious implications, because as previously mentioned, these sites serve as important healthcare information conduits for people of color, who cannot afford dermatological care, otherwise.

Consequently, many susceptible individuals who view these advertisements assume the information presented to be factual and reliable.26 In a survey conducted by researchers at Arizona State University on the use of paid advertisements, 29% of a pool of 518 TikTok users did not realize that the content they had viewed was part of a paid partnership.24 This blurring of authenticity and advertisement extends to skincare information, where influencers often promote products as personal recommendations. Such practices can perpetuate misinformation and obscure distinctions between evidence-based advice and marketing-driven claims.

Ultimately, social capital on TikTok translates directly into visibility and financial gain. However, the majority of high-profile content creators with the greatest reach and brand partnerships remain disproportionately non-representative of TikTok’s diverse audience demographics.28 Many of these higher-paid influencers are Caucasian, a pattern that may be influenced by talent recognition, perceived marketability, or algorithmic visibility. The issue extends beyond TikTok to a broader systemic pattern in digital marketing, where companies prioritize influencers with high engagement metrics rather than those who reflect the full diversity of their consumer base. This lack of representation can contribute to unequal dissemination of skincare knowledge and limit the visibility of dermatologic content relevant to skin-of-color communities.

Importantly, the concern is not that individuals of color experience psychological harm from viewing non-SOC influencers, but that corporate selection processes and algorithmic amplification reinforce a cycle of underrepresentation. When diverse creators are excluded from brand collaborations, consumers of color are exposed to skincare messaging that may not align with their needs or experiences. Inaccurate representation also reinforces colorist norms by primarily portraying lighter complexions, which can negatively influence self-perception and product purchasing behavior in SOC audiences.26 Addressing this imbalance requires brands to collaborate intentionally with qualified and culturally representative voices to promote inclusive, evidence-based dermatologic education online.

Dermatologist Visibility and Credibility Issues

Disparities in professional visibility, follower counts, and perceived credibility play a significant role in the acceptance of dermatologic information on TikTok. While there is a growing community and discussion around skin of color (SOC) on social media, there is limited evidence supporting the credibility of advice shared by influencers and non-certified creators. On Instagram, board-certified dermatologists comprised only 12% of the top SOC-related posts, while non-certified individuals produced the remaining 88%.16 A similar trend exists on TikTok. On Tiktok, influencers created 35% of SOC posts, whereas dermatologists produced only 20%.22 Estheticians, medical students, hairstylists, and naturopathic doctors collectively generated 18% of SOC-related posts.

The fact that dermatologists fall behind other content creators in producing popular SOC content suggests lower engagement and, by extension, potentially smaller follower counts compared to influencers or other creators. This imbalance contributes to a visibility gap where dermatologists must compete with aesthetic-driven, commercially influenced content that better aligns with platform algorithms.9 High follower counts on social media are often incorrectly equated with greater credibility, which is not necessarily the case. In a sample of 119 TikToks, non-physician dermatology-related videos averaged 1,711,392 views, while those created by dermatologists averaged only 597,357 views.12 Generally, non-professionals on a variety of social media platforms collect more views than their professional counterparts, whether due to assumed credibility on the basis of aesthetics or previous engagement. This discrepancy in video traction between professionals and non-professionals may, when applied to SOC communities, contribute to the underrepresentation of evidence-based information in dermatology on social media. The prevalence of misinformation suggests that non-expert sources often achieve significant visibility and reach, potentially rivaling or surpassing professional medical content. This creates a disparity in the accessibility of credible information versus popular, but potentially misleading, content.29 Misleading content poses a risk for unnecessary or potentially harmful treatment.

Recommendations & Policy Solutions

As social media continues to shape public perceptions of skincare, strategic partnerships between board-certified dermatologists and trusted influencers offer a powerful opportunity to bridge the gap between clinical expertise and culturally relevant health communication. Collaborations that include influencers representing diverse communities, including from skin-of-color (SOC) populations, will further enhance cultural relevance. Regarding the treatment of acne, even though social media users have explicit trust in their dermatologist, many rely heavily on social media to get information about acne.30 Collaboration between influencers and board-certified dermatologists is essential for ensuring accurate skincare messaging. This approach aligns with findings from culturally tailored interventions, which improved SOC patient engagement and knowledge retention when education featured community-aligned imagery and narratives.31 Additionally, explicit disclosure of paid advertisements is also critical for maintaining transparency and trust. Minimizing bias within the dermatology community is essential to avoid conflicts of interest and maintain public trust.15

Influencer-product alignment significantly improves audience trust, brand perception, and engagement, further highlighting the importance of pairing skincare influencers with board-certified dermatologists to ensure credible content that resonates with followers and reinforces evidence-based skincare practices.32 Dermatologist-influencer collaborations could include co-branded social media posts, where the dermatologist explains the science behind a product while the influencer demonstrates its use in a relatable, lifestyle-based format. These partnerships can also support culturally tailored education campaigns by addressing common concerns like hyperpigmentation, keloids, or melasma through short-form videos, joint Q&A sessions, and product reviews that combine personal experience with professional insight. These formats will ensure that the educational content being released is accurate, relevant, and reflective of diverse skin concerns. The presence of social media influencers in the skincare space isn’t going away and since the public will continue turning to them for advice, it is essential that the information they share is accurate, evidence-based, and inclusive of diverse skin needs.

It is essential that social media users can easily recognize when they are viewing trustworthy, evidence-based content in posts involving health or skincare products. Implementing verified health badges, disclaimers for unverified content, and algorithmic prioritization of evidence-based skincare information should be implemented across social media platforms.33 Results indicate that the use of culturally tailored digital interventions are effective when delivered across social media platforms and feature relatable visuals and narratives grounded in community values. Further emphasizing the importance of designing skincare education with and for communities of color.31

Social media has become a powerful tool for patient education in dermatology, helping to bridge gaps in access, improve health literacy, and offer tailored content that supports informed decision-making. For skin of color populations, culturally informed online communities help ensure that guidance on uniquely prevalent skin concerns is both accurate and relevant.34 Implementing these strategies will help create a more trustworthy environment, ensuring that individuals have a safe and reliable space to ask questions and access accurate dermatological information.

To advance equity in dermatologic education and care, it is essential to design programs that intentionally include skin of color populations, ensuring that skin health initiatives reflect the diverse needs, experiences, and conditions of historically underrepresented populations. Currently there is an underrepresentation of skin of color content in dermatology-related Instagram posts as only 10% of posts featured Fitzpatrick skin types IV–VI, highlighting the need for social media platforms to amplify diverse content.10 In the skin of color community there is a dire need to enforce platform accountability measures since the data shows that of the top 160 SOC related posts only 20% were produced by board-certified dermatologists, while 36% of posts came from influencers without certification.22 There is growing evidence that content created by board-certified dermatologists not only performs well on social media platforms, but is also consistently rated higher in quality, accuracy, and cultural relevance, especially when addressing skin-of-color concerns.12

Initiation of culturally tailored campaigns are important to ensure that social media users are receiving information that accurately reflects their own experiences and specific skin concerns. The establishment of inclusive, dermatologist-led digital strategies will be able to address longstanding gaps in representation, improve trust, and ensure that educational content is accurate, relevant, and reflective of diverse skin needs. This can all occur by strengthening expert-led visibility across platforms supporting high-quality, evidence-based skincare guidance for skin-of-color communities.

Future Directions & Research Gaps

With over forty-two percent of Americans using social media platforms to search for health-related information and over forty-five percent of consumers reporting that social media health information influences their decision to seek medical care.4 There is a pressing need to rigorously evaluate the efficacy of interventions, such as collaborations between social media influencers and dermatologists, for correcting misinformation. By effectively evaluating the effectiveness of interventions, dermatologists can work on the development of evidence based strategies that can help with improving the accuracy of health information shared online. Current research finds that social media posts from major dermatology organizations during Skin Cancer Awareness Month revealed that less than 1.7% of posts had text captions that mentioned skin cancer within skin of colour populations.32 Non-white patients with skin cancer are frequently diagnosed at later stages than white patients and face higher morbidity and mortality rates.32 To effectively address disparities, further research is needed to incorporate inclusivity effectively, particularly for patients with skin of color.32 Focusing on inclusivity can ensure that late diagnoses and higher mortality amounts for non-white skin cancer patients are mitigated. The assessment of campaign effectiveness that considers the long-term effects of diverse, culturally sensitive, and community-specific concerns on behavioral changes and health outcomes across different populations could help determine best practices for online dermatology health communication.

Frequently coming across misinformation can lead to harmful consequences for patients.35 New healthcare professional initiatives, such as the #VerifyHealthcare movement encourages healthcare professionals to verify their credentials in hopes of improving the accuracy of medical information. However, the effectiveness of such campaigns needs to be assessed.36 Understanding the different mechanisms through which misinformation spreads through different platforms such as TikTok, Instagram, and YouTube is needed to develop impactful countermeasures. Further research is needed to analyze the effectiveness of different social media strategies in mitigating the spread of health information on social media. Special consideration should be given in future studies to determine whether current social media patient education materials provide diverse representation of skin color and are culturally competent.34 Future work is needed to conduct cross-group analysis across various skin of colour populations to understand the role of language use, cultural beliefs and any other factors that amplify the dissemination of misinformation allowing for culturally sensitive prevention measures. Finally studies are needed to explore efficiency of modality impact of post and the long term differences in both health literacy and patient outcomes.34 Understanding how different formats of communication such as reels, infographics, and text can impact patient understanding, comprehension and subsequent behavior changes can help healthcare providers tailor messages that have meaningful sustained health improvements across diverse populations.

Conclusion

Skin of color (SOC) populations remain underserved in dermatologic education, clinical care, and research, leading to gaps in both medical training and patient outcomes. As a result, many SOC individuals turn to social media for skincare guidance. Influencers help fill this gap by making skincare feel more relatable and inclusive for SOC audiences. While influencers offer accessibility and relatable content, much of their advice may be shaped by misinformation, cultural gaps, and biases that sometimes lead to harmful practices. Although social media offers a powerful tool for disseminating dermatologic knowledge, it also risks reinforcing existing disparities, with dermatologists often receiving lower engagement than creators. Addressing these challenges requires collaborative efforts between dermatologists and influencers, greater accountability from social media platforms, and communication strategies that reflect the lived experiences of diverse communities. Only by tackling these structural and digital inequities can we ensure more equitable dermatologic care for all skin types.

With the rise of social media as a source for skincare advice, individuals with skin of color are particularly impacted. While influencers offer accessibility and relatable content, much of their advice may be shaped by misinformation, cultural gaps, and biases that sometimes lead to harmful practices. Despite the presence of dermatologists online, influencer content often dominates, resulting in an underrepresentation of evidence-based information tailored to SOC needs. Proposed solutions include dermatologist–influencer partnerships and culturally informed communication strategies that reflect the lived experiences of SOC communities.

325529 Primary Skincare Information Sources Among U.S. Skin of Color Populations <italic>(Adapted from Geisler et al, 2022)</italic>

Demographics Social Media (%) Dermatologist (%) Family/Friends (%) Pharmacist (%) p-value
Black women 42 28 18 12 <0.001
Hispanic women 39 31 20 10 0.003
Asian women 35 37 15 13 0.021
White women 13 59 17 11 Ref

Note: Data from a national survey of 1,200 women aged 18–45. Percentages represent the primary skincare information source reported within each group.

325530 Common Misinformation Themes in SOC Skincare Influencer Content

Condition Platform Prevalence False Claim Evidence-Based Correction Potential Harm
Hyperpigmentation TikTok/Youtube 58% “Lemon juice lightens dark spots” Hydroquinone 2-4% (Rx) under supervision Chemical burns, post-inflammatory hyperpigmentation
Hair loss Instagram 42% “Onion juice regrows edges” Minoxidil 5% + corticosteroid solutions Scalp irritation, folliculitis
Acne scarring Facebook 33% “Toothpaste dries out pimples.” Early retinoid use prevents scarring Skin barrier disruption

Synthesized from Glover et al, 2023; Ogunleye et al, 2024

325531 Misconceptions Associated with Popular Skincare Trends on Social Media

Social Media Trend Misconception Potential harms
Lemon juice for hyperpigmentation Lemon juice contains Vitamin C and citric acid which could help to exfoliate dead skin. Lemon juice is acidic, can cause chemical burns, and can increase photosensitivity which would worsen hyperpigmentation.
Slugging Using petroleum as the last step in your skincare routine will lock in moisture from the skincare products. Petroleum acts as a barrier ointment, but when used on the face, can promote acne in sensitive and acne-prone skin.
Russian manicures Manicuring with a dry technique and extensive cuticle removal allows for a longer-lasting manicure. The cuticle is a protective barrier between the nail and outside environment and pathogens. Aggressive cuticle removal can serve as an entryway for infection.
Multi-step skincare routines Using multiple types of skincare products applied thinnest to thickest will allow for clear skin. Consistent skin hygiene that encourages hydration, retaining moisture, sun protection, and is tailored to one’s own skin type is beneficial. An excessive amount of skincare products increases the risk of combining incompatible products at the same time and can lead to outbreaks, inflammation, or disrupt the skin barrier.
Do-it-yourself (DIY) skincare Making your own skincare is a more natural way to care for your skin. Incorporating naturally-existing products that have health benefits (ie, honey as a natural humectant), but must use a clean and hygienic environment and should use non-abrasive ingredients to avoid irritant contact dermatitis or infection.

Adapted from: Geisler, A., Harris, J. L., & White, K. (2022)

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DOI:
10.64550/joid.dcx0p384
Reviewed by:
Harib Ezaldein, MD FAAD FACMS, Miesha Merati, DO
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“The Impact of Social Media Influencers on Skincare Behaviors Among Skin of Color Populations: A Narrative Review (2015-2025)”, JOID, vol. 1, no. 1, Mar. 2026, doi: 10.64550/joid.dcx0p384.
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