The year 2025 proved to be one of the most turbulent periods the skincare industry has faced in recent memory. While controversy is nothing new in beauty, the past twelve months uncovered a relentless series of scandals that peeled back the polished surface of the industry and revealed deeper structural problems. From catastrophic treatment failures and unqualified practitioners to misleading marketing, AI-driven misinformation, and collapsing trust in sunscreen testing, the year delivered a steady stream of unsettling revelations.
As the year draws to a close, several incidents stand out for the scale of damage they caused and the questions they raised. These stories are presented without hierarchy, but together they paint a troubling picture of an industry struggling with accountability.
When a Routine Facial Became Permanent Damage
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| Photo Credit - Victoria Nelson |
Victoria Nelson has alleged that a cosmetic treatment performed by celebrity facialist Sonya Dakar caused lasting damage to her skin. In a widely shared TikTok video, Nelson recounts suffering severe facial burns, which she claims resulted from a chemical peel administered during the appointment. The Beverly Hills–based facialist has previously faced comparable complaints from other clients, adding further scrutiny to the allegations.
One of the most disturbing cases to surface in 2025 involved a client whose skin was severely damaged during what was supposed to be a routine cosmetic procedure. Though the incident occurred years earlier, it only entered public awareness this year after the individual involved disclosed the full extent of the experience.
During a long-established relationship with a Beverly Hills skincare clinic, a chemical peel was applied during an otherwise standard appointment. Almost immediately, the treatment caused an intense burning sensation. Although the procedure was halted and the solution removed, visible chemical burns had already formed across the face.
What followed was not recovery, but years of repeated treatments—some allegedly outside the practitioner’s licensed scope—each presented as the solution that would finally repair the damage. Instead, the condition persisted while costs escalated into tens of thousands of dollars. Promises of full restoration were never fulfilled.
By 2025, the damage remained unresolved, prompting legal action. The case expanded beyond a civil lawsuit when regulators became involved, filing complaints aimed at revoking professional licenses entirely. Further scrutiny revealed a history of legal disputes linked to the same practitioner, suggesting the incident was not isolated.
The case remains ongoing, but it has become a symbol of what can happen when trust, authority, and inadequate oversight intersect.
AI Doctors, Fake Credentials, and Supplement Misinformation
Another major issue of 2025 centered on the rise of AI-generated health influencers. Entire networks of social media accounts emerged featuring lifelike digital figures presenting themselves as doctors, surgeons, or wellness experts. These characters delivered confident medical advice while promoting a single dietary supplement repeatedly.
The problem was not subtle. Credentials shifted from video to video, years of experience changed arbitrarily, and medical claims were often vague, exaggerated, or outright false. Despite this, the accounts accumulated massive reach and continued to operate for months.
Although the supplement brand associated with these promotions publicly denied any formal connection, enforcement against the misuse of their product branding appeared minimal. Over time, the content evolved—moving away from explicit claims of being licensed doctors toward staged news segments, podcast-style interviews, and “holistic healer” personas. The strategy changed, but the misinformation did not.
The situation highlighted a growing regulatory blind spot: AI-generated content operating in the gray area between marketing, fraud, and medical misinformation.
A Past Case That Showed What Accountability Can Look Like
This controversy drew comparisons to an earlier situation involving an influencer falsely presenting themselves as a medical professional while promoting skincare products. In that case, the associated brand eventually severed ties after concerns were raised, discontinued collaborations, and restructured its public-facing content entirely.
That response demonstrated that brands are capable of acting decisively when reputational risk outweighs short-term sales. The contrast only made ongoing inaction elsewhere more noticeable.
A Brand Partnership That Shattered Consumer Trust
One of the most public-facing scandals of 2025 involved a major cosmetics brand whose reputation had long been built on affordability, inclusivity, and messaging around women’s empowerment. That reputation was severely damaged when the company partnered with a public figure known for dismissive jokes about domestic violence.
The backlash was immediate. Consumers who had supported the brand precisely because of its advocacy-focused image felt betrayed. While a statement was released acknowledging the response, it failed to provide a meaningful explanation for why the collaboration occurred in the first place.
The campaign remained active, and while the company’s size insulated it from serious financial consequences, the incident left a permanent mark. It exposed a fundamental contradiction between branding and behaviour—one that many consumers did not forget.
The Caveman Skincare Trend: Misunderstood or Misguided?
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Photo - People.com,Caveman Skincare’ trend sparks concern after Tiktoker Tia Zahker shares drastic skin transformation.
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Not all controversies were rooted in malice. One of the strangest skincare moments of 2025 involved a viral experiment known as the “caveman method.” The approach rejected all skincare entirely—no cleansing, no moisturizing, no water—based on the idea that the skin could heal itself if left completely alone.
Over weeks, images showed extreme flaking, discoloration, and buildup, triggering widespread speculation. Some believed the results were a severe skin condition, others suspected infection or fabrication.
Dermatologists weighed in remotely, with many suggesting the appearance matched a known condition caused by prolonged lack of cleansing. While the method itself was widely criticized, the broader conversation it sparked—about overexfoliation, barrier damage, and compulsive skin-picking—was more nuanced. Ultimately, the trend faded, but it left behind a clear lesson: simplification can help damaged skin, but extremes are rarely necessary or advisable.
Sunscreen Under Fire: The Collapse of a Trusted Brand
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Photo - Internet - Ultra Violette pulls Lean Screen sunscreen from shelves as new tests find ‘inconsistent’ SPF protection. |
The most far-reaching controversy of the year involved sunscreen testing and regulatory oversight. A consumer watchdog report found that many popular sunscreens failed to meet their advertised SPF levels. One of the hardest-hit brands saw its flagship product test at a fraction of its claimed protection.
The brand initially rejected the findings, disputing testing methods and presenting its own laboratory results. However, months later, inconsistent results from additional testing led to a product recall. Regulatory authorities later indicated that the formula was unlikely to achieve the promised SPF under any circumstances.
As investigations widened, it became clear the issue extended beyond a single company. Shared base formulas, questionable lab practices, and raw material supply chains—particularly zinc-based filters—came under scrutiny. What appeared at first to be a single brand’s failure evolved into an industry-wide credibility crisis.
The damage was compounded by defensive communication and delayed action, leaving consumers feeling that safety had taken a back seat to reputation management.
A Year That Changed How Skincare Is Viewed
Taken together, the scandals of 2025 revealed systemic weaknesses across the skincare and wellness industries. From unqualified practitioners and AI-generated deception to marketing hypocrisy and regulatory gaps, the year dismantled the illusion that popularity equates to safety or integrity.
As investigations continue and legal cases progress, one thing is clear: trust, once broken, is difficult to restore. The events of 2025 may ultimately force long-overdue changes—but they also serve as a reminder that scrutiny, transparency, and accountability are not optional in an industry that directly affects health.
Whether the industry learns from this year remains to be seen.
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