'My skin cleared up completely': How TikTok fell for Irish sea moss

Sea moss is having a moment. But what does it do? Kate Demolder finds out 

Lucia McCabe of Sea Moss Sublime. Photograph Moya Nolan

Search Beautytok — the Tiktok subculture focused on sharing tips, tricks, and new products in the beauty industry — and chances are you’ll notice a surplus of teens and wellness influencers digging teaspoons into jars of what looks like slime. 

The substance is often green, sometimes yellow, but always gelatinous. Many of them scrunch their noses when swallowing, and almost all of them say: “I swear by taking this product every day.” (At the time of writing, the term boasts 1.3 billion views on the platform.)