Feeling puffy? According to TikTok, it could be your cortisol levels. 

TikTok’s hottest new wellness topic called “cortisol face” explores the impacts stress can have on the face, most notably causing inflammation. Creators on the platform are discussing the concept and what they do to combat it. While this term has gained traction across social media, the phenomenon has been known medically as “moon face,” where certain diseases can cause extreme swelling.

“There are a few diseases or syndromes where you can have high cortisol. The one that most people have heard of is Cushing’s [syndrome], when your body is inappropriately making cortisol, which is a stress hormone,” said Dr. Amanda Kahn, a New York City-based primary care physician and longevity expert. “You’re retaining fluid, and you can also get puffy. You can also have fat deposits in places that we don’t typically expect.”

However, these extremely high levels of cortisol are rare, according to Kahn, debunking this new TikTok concept of “cortisol face.” Those taking to TikTok to discuss the phenomenon are likely not experiencing dangerously high levels of cortisol but inflammation due to an array of stressors — think psychosocial stress, pollution, salty foods and alcohol.

“Having high stress damages cells. It causes oxidative damage to DNA, which definitely causes premature aging,” Kahn said.

While not entirely accurate, the rise of “cortisol face” poses a significant opportunity for brands to tap into stress solutions. For example, Ritual has seen recent success with its Stress Relief, $54, supplement which had a viral TikTok.

“It’s having a moment,” said Ritual founder and chief executive officer Katerina Schneider. “It’s one of those things that’s easier to market on social than any other product because it’s easy to relate to what people are feeling and going through.”

Moon Juice has also gained traction for its social media posts on cortisol and how to combat stress, highlighting complementary products like Magnesi-Om, $44, which previously went viral for the sleepy girl mocktail. Kahn said magnesium is an ideal supplement to combat stress and regulate the nervous system, in turn reducing inflammation and puffiness.

While “cortisol face” may be fleeting on social media, content creators are always finding new ways to discuss the impacts of stress and the importance of self care — inflammaging, bed rotting, hormone balancing — providing an opportunity for brands to join in on the conversation.