Viral Skincare on Social Media: Is It Safe or Just a Trend?
Viral skincare products that go on social media often look convincing because they are widely recommended, receive positive reviews, or show attractive before and after results. However, a product’s popularity does not always mean it is safe, stable, or suitable for all skin types.
For both consumers and skincare brands, it is important to understand that product claims should not only follow trends, but also be supported by ingredient safety, official distribution permits, and proper laboratory testing.
Table of content:
- Why Can Skincare Go Viral So Quickly?
- Viral Does Not Always Mean Safe
- Skincare Claims Need to Be Proven
- The Role of Laboratory Testing for Skincare Brands
Why Can Skincare Go Viral So Quickly?
Social media makes skincare trends move very fast. A product that was previously unknown can suddenly become widely discussed because of one review video, influencer testimonial, or claim of instant results. Claims such as brightens skin in a few days, clears acne, safe for sensitive skin, or makes the skin glow often become the main attraction.
However, not all promotional content explains the product completely. Consumers often only see the final result without understanding the ingredients, usage instructions, irritation risks, or whether the product already has an official distribution permit.
BPOM has also reminded the public not to follow viral skincare trends blindly and recommends the CEKLIK steps: checking the packaging, label, distribution permit, and expiration date.
Viral Does Not Always Mean Safe
A skincare product that is popular on social media is not automatically safe. Cosmetic safety is influenced by many factors, including active ingredients, ingredient concentration, formula pH, product stability, hygiene during production, and the risk of microbial contamination or prohibited substances.
In the first quarter of 2026, BPOM took action against 11 cosmetic products containing hazardous and/or prohibited ingredients, such as retinoic acid, dexamethasone, hydroquinone, mercury, Red K10 dye, and 1,4 dioxane. Findings like this show that cosmetic safety cannot be judged only by popularity or claims circulating on social media.
For consumers, unsafe skincare use may increase the risk of irritation, redness, peeling, worsening acne, or even more serious effects if the product contains harmful substances. For brands, untested products can damage reputation, reduce market trust, and create regulatory risks.
Skincare Claims Need to Be Proven
In the skincare industry, product claims are one of the key factors that influence purchasing decisions. However, claims such as brightening, moisturizing, anti aging, safe for sensitive skin, or dermatologically tested should not be made only because they are trending.
Every claim needs a clear basis. For example, moisturizing claims can be supported by skin hydration testing, stability claims can be supported by stability testing, and safety claims can be supported by irritation testing or other relevant safety evaluations. With testing data, brands can create claims that are not only attractive but also more responsible toward consumers.
BPOM has also emphasized that cosmetics may only be promoted or advertised if they already have a distribution permit, and cosmetic promotions must comply with labeling, promotion, and advertising regulations. This is important so that the information received by consumers is not misleading.
Read also:
What Is Dermatological Testing? Understanding Its Meaning Before Buying Skincare Products
The Role of Laboratory Testing for Skincare Brands
For skincare brands, laboratory testing plays an important role in ensuring that products are safe, high quality, and consistent before entering the market. Testing can help evaluate whether a formula remains stable during storage, whether the product is free from certain microbial contaminants, and whether the ingredients meet the required specifications.
Several relevant tests for skincare products include stability testing, microbiological testing, irritation testing, preservative effectiveness testing, and specific ingredient testing based on product needs. For example, vitamin C serum needs stability evaluation because the active ingredient is sensitive to light, air, and temperature. Products claiming to be suitable for sensitive skin also need stronger testing support so the claim is not only used as a marketing strategy.
With proper testing, brands can have supporting data to strengthen product quality. This also helps brands become more prepared when dealing with distributors, marketplaces, consumers, and other supporting documentation requirements.
Not Just Viral, But Tested
If your brand is developing skincare with attractive claims or wants to build stronger consumer trust, make sure product safety and quality are not based only on social media trends.
With IML Testing and Research, you can conduct professional product testing to help support claims, stability, safety, and brand credibility before the product enters the market.
Conclusion
Viral skincare on social media can be a big opportunity for brands, but popularity should not replace safety and quality. Products that are widely discussed still need to be evaluated based on their distribution permits, ingredients, stability, and claims.
For consumers, it is important to be more critical before buying skincare just because it is trending. For brands, laboratory testing is an important step in building products that are not only viral, but also safe, credible, and ready to compete in the market.
References
Indonesian Food and Drug Authority. (2026). Viral skincare on social media: Safe to use or just following a trend. Directorate of Drug and Food Intelligence, BPOM.
Indonesian Food and Drug Authority. (2026). BPOM takes action against 11 cosmetic products containing hazardous and prohibited ingredients in the first quarter of 2026. BPOM RI.
Indonesian Food and Drug Authority. (2025). BPOM intensifies supervision, Rp31.7 billion worth of illegal cosmetics found. BPOM RI.
