Dental News - Growing social media influence fuels interest in cosmeceuticals

Iveta Ramonaite, Dental Tribune International

Wed. 11 June 2025

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PHILADELPHIA, US: The surge in social media use since the COVID-19 pandemic has increased public scrutiny of personal appearance, driving interest in dermatology and skin care products. Among these, cosmeceuticals have experienced unprecedented popularity across online platforms. In response to this trend, a recent study conducted by researchers from the US has provided the first comprehensive analysis of Google Trends data and TikTok views for commonly searched cosmeceutical agents, offering dermatologists valuable insights for aligning patient education with current trends.

Dr Emily Correia, lead author of a recent study on social media trends in cosmeceuticals, believes that dermatologists should be aware of cosmeceutical trends to provide accurate information to their patients. (Image: Dr Emily Correia)

According to lead author Dr Emily Correia, a resident physician in the Department of Dermatology and Cutaneous Biology at Thomas Jefferson University in the US, the study was inspired by the growing intersection between consumer behaviour, digital platforms and the evolving beauty and skincare industry. She told Dental Tribune International (DTI): “Over the past few years, many cosmeceuticals have gone viral on platforms such as TikTok. Digital platforms have influenced not only the purchasing decisions of the public but also their perception of skincare ingredients and products. At the same time, Google Trends offers valuable insights into how consumer curiosity and demand evolve in real time. By analysing both, we were able to capture a comprehensive picture of how consumers navigate trends on social media.”

The study evaluated search patterns from January 2004 to December 2023 for retinol, bakuchiol, salicylic acid, glycolic acid, azelaic acid, hydroquinone, niacinamide, vitamin C serum and hyaluronic acid. Google Trends data was compared with corresponding TikTok view metrics to assess public interest.

The findings showed a steady rise in cosmeceutical search volumes, and the most notable spike was observed between 2020 and 2021, coinciding with the pandemic and the shift to virtual interactions. Across both platforms, retinol emerged as the most popular cosmeceutical, followed by hyaluronic acid, salicylic acid, glycolic acid and vitamin C. Bakuchiol ranked lowest in popularity overall. The researchers noted that, although a general correlation was observed, TikTok and Google search volumes did not always correspond directly. Niacinamide, for example, had a disproportionately high number of TikTok views compared with its Google search interest. These findings not only reflect consumer interest patterns but also highlight the broader implications of how social media shapes public perceptions of skincare information.

Concerns over misinformation and source credibility

The study underscores the widening gap between consumer trust in sources and the credibility of those sources. Although a recent study has suggested that many adults now seek skincare advice via social media, data shows that most dermatology-related content is generated by non-dermatologists or paid influencers, raising concerns about the reliability of information. Dr Correia commented: “Social media platforms have become the primary sources of health and skincare information for millions of people, but unfortunately, much of the content circulating online is often driven by influencers who may lack formal expertise.”

“Social media platforms have become the primary sources of health and skincare information for millions of people.”—Dr Emily Correia, Thomas Jefferson University

The results of the study support ongoing monitoring of dermatology-related trends on social media as a means to identify educational gaps and inform the development of accurate, patient-focused content. According to the researchers, dermatology continues to rank as the highest-searched medical specialty on Google, and a growing number of patients self-refer after exposure to social media messaging.

The role of dermatologists in digital engagement

Commenting on a recent study in which she was involved on consumer interest in cosmeceuticals, Dr Stephanie R. Jackson Cullison said that the findings highlight the growing role of digital media in shaping patient perceptions and expectations about skincare. (Image: Dr Stephanie R. Jackson Cullison)

While the researchers say that dermatologists need not actively create social media content, they think that it is beneficial for them to be aware of trends and narratives that influence patient perceptions and purchasing decisions. Senior author Dr Stephanie R. Jackson Cullison, assistant professor in dermatology and director of laser surgery and cosmetic dermatology at Thomas Jefferson University, told DTI: “By being aware of the products, ingredients and trends gaining traction online, dermatologists can engage in more informed and meaningful discussions with patients. This awareness allows them to guide patients in critically evaluating popular cosmeceuticals, distinguishing between evidence-based benefits and marketing hype and making choices that align with their individual skin health needs.”

Dr Correia added: “By engaging on these platforms, dermatologists can build trust, promote skin health literacy and empower consumers to make safe and informed decisions. It also allows them to debunk myths, clarify the benefits and limitations of cosmeceuticals, and encourage appropriate consultation when necessary.”

Dr Jackson believes that, since misinformation and viral trends can significantly affect consumer choices, the study provides insights that can contribute to more transparent and responsible communication within the industry. She told DTI: “We call on dermatologists to be up to date on skin trends to dispel misinformation and to disseminate the correct information about these trends. By understanding which cosmeceuticals are gaining attention online, dermatologists can proactively address patient inquiries, correct misinformation and offer evidence-based guidance tailored to current consumer interests.”

Barriers to dermatologists’ social media engagement

The researchers noted that dermatologists may be hesitant to engage with social media, owing to time constraints, liability issues, privacy considerations and lack of familiarity with digital platforms. Additionally, limited training and educational exposure may reduce dermatologists’ confidence in creating content. The study recommended that future research focus on identifying obstacles to dermatologists’ participation in social media and promoting clearer disclosure of credentials and potential conflicts of interest by content creators.

The study, titled “Analyzing social media trends in cosmeceuticals: Insights from Google Trends and TikTok analytics”, was published online in the April 2025 issue of the Journal of Cosmetic Dermatology.