Hair Products Marketed to Adolescents on Social Media: A Cross-Sectional Study

Social media is widely used by adolescents and hair products are frequently promoted on these platforms. However, little is known about marketing strategies or potential dermatologic risks.

We analyzed the first 100 TikTok and 50 Instagram posts using the hashtags "#teenhaircare," "#tweenhaircare," and "#hairtok" (10/05/2025-10/15/2025). Eligible posts were English language, ≤2 years old, and promoted hair products or routines intended for adolescents (aged 9-18). Posts were coded for promoter type, marketing strategy, product category, claims, hair type, and ingredients.

Influencers comprised 44.7% of creators, and brands accounted for 19.3%. Common marketing strategies included colorful packaging (50.7%) and "natural/clean" labeling (27.3%). Key claims included "shiny hair" (34%) and "damage repair" (26.7%). Most products (82%) contained allergens/irritants such as fragrance, sulfates, silicones, or parabens. Only 2.6% of posts were created by dermatologists and only 6% targeted afro-ethnic hair types.

Marketing of adolescent hair products on social media is dominated by influencers with minimal dermatologist oversight. Many promoted products contain allergens or irritants that may contribute to contact dermatitis. Dermatologists should inquire about hair-care practices during adolescent visits and advocate for improved oversight of influencer marketing.