Hello skin microbiome enthusiasts,

This week, while reading an article published in the Journal of Cosmetic Dermatology on  Analyzing Social Media Trends in Cosmeceuticals: Insights From Google Trends and TikTok Analytics,  I was reminded, once again—how much information is becoming cheapened and devalued in today’s world. 

Hear me out.

There was a time when information came only from experts. As researchers, we looked to publications in peer-reviewed journals, followed scientists with domain expertise, and respected the years of work behind each discovery. In every field, you’d turn to professionals who had studied and practiced their craft.

In the world of cosmetics, it was no different. There were just a few established players advertising through TV or billboards, and their message was simple: beauty.

Fast-forward to today, and I can’t count how many industries—science, health, fitness, nutrition, even medicine—are now overtaken by social media. And in the world of cosmeceuticals, the number of so-called “experts” on Instagram, TikTok, YouTube, and elsewhere is mind-blowing.

The same goes for topics like the gut microbiome, where every other influencer is dishing out advice on what supplements or foods to take (or avoid). And let’s not even get started on everyone suddenly becoming a fitness and nutrition guru.

Focusing back on skincare: over the past 10–15 years, consumer demand for transparency and efficacy gave rise to “clinical skincare” brands. With that, ingredients like niacinamide, hyaluronic acid, and live probiotics became mainstream. We’re now entering a new wave—biotech beauty, microbiome-focused skincare, and functional skin health.

All of this is exciting… until it’s not.

When people with no experience or background in biotech, microbiology, or dermatology start formulating and promoting products as “cosmeceuticals,” it becomes deeply concerning.

I’ve had several conversations with my 12-year-old daughter over the years as she insisted on buying skincare products with niacinamide or vitamin C, because she saw it online. Talking to other parents, I’ve realized this is a shared experience. Kids are consuming skincare advice from unverified sources, and they believe it.

So here’s the bigger question:

As younger generations fall into the trap of using products that don’t belong on their skin, are we heading toward a future epidemic of skin issues?

Will the industry stay silent, seeing this as an opportunity to sell more treatments, prescriptions, and products down the line?

Or will we, as professionals and formulators, speak up? Will we demand greater regulation, better education, and higher standards for those promoting skincare, especially to vulnerable, impressionable audiences?

I’d love to hear your thoughts. Where do you stand?