Guidelines for Responsible Beauty & Skincare-Related Content

Key Points:

• This article focuses specifically on creator content related to beauty and skin-care products, offering guidance to help creators produce compliant and authentic promotional videos. These guidelines apply to all regions and markets where the platform is available.
• Avoid using beauty filters in editing apps that exaggerate product effects.
• Avoid promoting products that require medical prescription or professional supervision.
• Avoid posting graphic close-ups of skincare or bodycare procedures that could make viewers feel uncomfortable.
• Avoid demonstrating product application on intimate body parts when promoting a product.
• Keep claims accurate and based on the product. Use an approved disclaimer only in two situations: showing before-and-after results or mentioning how long results may take. Do not use disclaimers in any other context.

[DO NOT COPY INTO ACADEMY - Embedded video link: Skincare Creator Education.mp4]

Best Practices

Keep Product Statements Accurate and ReliableProduct attribute claims must be consistent with what is shown on the product listing page. Examples of acceptable claims include:

• Content says lotion is made in America, which is reflected on the lotion packaging.
• Content shows step-by-step usage of a retinol with information on how much to use based on the instruction found in the product packaging.

When featuring makeup or skincare products, apply the product visibly to your face or body in your videos. Alternatively, showcase the product in its packaging. Ensure that your viewers can clearly see the effects of the product on your skin.
Incorporate Skincare into Your Wellness RoutineShow how incorporating skincare into daily habits can promote relaxation and self-care. For example, you could show a nighttime routine with a calming face mask or a morning routine that energizes you for the day. However, do not make exaggerated claims about product benefits. Also avoid suggesting that skincare products can cure or prevent medical conditions that require professional treatment, such as eczema, depression, or ADHD.
Qualify Your Reviews with DisclaimersIf your content includes before-and-after comparisons or claims about results, alert your viewers. Explain that outcomes may vary and that the product may not produce the same results for everyone. Include phrases such as:

• "Results may vary depending on your skin sensitivity"
• "This is Day 1 of my acne before using this supplement. This is Day 10 of my acne after using this supplement."

Be careful not to include any medical claims in your content. Adding disclaimers there may not be enough to verify those statements.
Share what you love about the productViewers value your insights. When sharing your experience:\n• Focus on 1 brand per piece of content.\n• If you compare products or call one the “best,” base your claims on personal experience or credible evidence.

• "This hand lotion is my favorite so far. It helps with my dry skin better than X, Y and Z brands."
• "I prefer this X brand to Y brand. X brand's line fits better with my personal style, so I always get my clothes from it."

Take note that separate rules apply for weight management claims. Read our Guidelines for Responsible Health-Related Content article for more details.For more information on how to avoid misleading content, read our guide here.

What to Avoid

Avoid Promoting Prohibited Beauty Products

• Products with Tretinoin (a prescription-strength retinoid used for acne and anti-aging) as an ingredient
• Products with Cannabis ingredients
• Corrective or modificative medical devices
• Medical devices for treatment

Products that claim to bleach, whiten, lighten, or reduce overall melanin in the skin are also not allowed to be promoted as they can lead to unsafe consumption and false expectations. Promoting such products will result in content removal and may lead to account-level penalties.
Avoid Using a Beauty FilterMaintain authenticity. Do not use digitally generated effects (such as filters or video edits) when promoting skincare products. These can exaggerate results and make the product seem more effective than it really is, even if you include a disclaimer.

• A creator uses a beauty filter for fuller lips: "This is the result of using our lip oil. Some say it works like magic."
• A creator duets a video with a beauty filter: "This serum absorbs 1000x its weight in water to plump up your skin."

Avoid Posting Graphic Close-ups of Skincare or Bodycare ProceduresGraphic close-ups of skincare or bodycare procedures may cause discomfort or disgust to viewers. This includes content showing the removal of bodily fluids, skin, or dirt, such as:

• Pimple and blackhead extraction
• Earwax removal, tongue-scraping, skin-peeling
• Waxing
• Blood extraction
• Avoid demonstrating product application on intimate body parts.

Authentic and Accurate Content on TikTok Shop

Misleading content can negatively impact buyers’ trust and experience. Content that violates these rules may be subject to enforcement actions, including content removal, warnings, or other account-level penalties. Always double-check your content for accuracy before you upload.
Key TakeawaysBefore you post, use this checklist:

• Ensure claims match the product listing page.
• Avoid beauty filters that exaggerate effects.
• Do not promote prohibited products (for example, those requiring a prescription).
• Avoid graphic close-ups or applying products to intimate areas.

Additional guidance can be found here: Skincare Creator Content.pdfFor more information, please refer to our TikTok Shop Content Policy.