Social media’s obsession with “cortisol belly” and “cortisol face” has racked up millions of views among Thai users, amplifying fears that the stress hormone cortisol is sabotaging health and appearance. However, scientists and medical experts are pushing back, clarifying that everyday cortisol fluctuations from modern stressors are far from the catastrophic threat depicted in TikTok and Instagram trends—findings that come as a relief for many in Thailand and across the globe. This latest conversation is rooted in a detailed analysis published by a medical researcher through The Conversation, and corroborated by endocrinologists and global health organizations, signaling an urgent need for critical media literacy around health information online.
The controversy around cortisol has raised significant concern among Thai youth and working professionals, many of whom are increasingly subject to social media-driven anxieties about health, weight, and appearance. As part of the worldwide boom in wellness content, Thai influencers and local content creators have also promoted narratives blaming cortisol for stubborn midsection fat and puffy facial features—with hashtags like #cortisolbelly spreading rapidly in the Thai digital community. Yet, the scientific evidence supporting these claims is surprisingly thin, and recent research urges a far more nuanced interpretation.
Cortisol is the primary stress hormone produced by the adrenal glands, crucial for survival and health maintenance. When facing physical or emotional stress, the body releases cortisol to provide energy for “fight or flight” responses by raising blood sugar and preparing muscles for action, as detailed by the World Health Organization and verified in textbooks on endocrinology. Under normal circumstances, cortisol levels rise and fall in a healthy daily rhythm, supporting metabolism, immune function, and sleep cycles. While chronic and severe overproduction of cortisol can indeed be harmful—leading to a rare disorder known as Cushing’s syndrome characterized by pronounced central obesity and changes in facial appearance—these extreme conditions are not caused by routine stress or typical workday woes.
Health experts, such as those interviewed by CNN Health and Medscape, clarify that the connection between everyday stress, moderate cortisol fluctuations, and weight gain is complicated. “Fat distribution is the result of a complex interplay of genetics, sleep patterns, dietary habits, activity levels, and hormones,” noted a practicing endocrinologist quoted by Medscape (https://www.medscape.com/viewarticle/behind-cortisol-trend-misinformation-could-drive-unnecessary-2025a100090t). Singling out cortisol as the sole driver of abdominal fat or facial bloating is misleading; blaming everyday stress for major physical changes oversimplifies human biology.
The TikTok-driven concept of “cortisol detox” or “cortisol cleanses” is especially prevalent in Thailand’s wellness scene, with influencers offering advice, supplements, or services often unsupported by robust science. A deep review from The Conversation (https://theconversation.com/why-you-dont-need-to-stress-about-cortisol-ruining-your-waistline-or-your-face-254335) explains that while social media personalities warn viewers about cortisol’s supposed dangers, these posts generally ignore the context of clinical endocrinology. Most online claims confuse the unique symptoms of medical disorders like Cushing’s syndrome—which is vanishingly rare— with the common fluctuations in cortisol caused by daily stress in healthy people.
Even among those with high-pressure lifestyles—a group that includes many urban Thais, from corporate office workers to university students—the degree of cortisol elevation necessary to induce dramatic fat gains or facial swelling is simply not observed outside of severe, untreated hormonal disorders. “Persistent, clinically significant hypercortisolemia is rare,” reports a review in The Cut (https://www.thecut.com/article/what-is-high-cortisol-symptoms-treatments.html), emphasizing that most people’s problems with weight or energy stem from lifestyle patterns, not an invisible hormonal saboteur.
Internationally, the trend has become problematic enough that healthcare providers now face increasing requests for unnecessary cortisol testing, fueled by viral posts rather than genuine medical need. In a recent Medscape article, primary care clinicians described a surge of patient concerns rooted in social media misinformation, particularly among young and middle-aged adults. This trend is echoed in Thailand’s own clinics, as observed by local general practitioners and university-affiliated health educators, who report a rise in students citing “cortisol” as their primary health complaint after engaging with wellness content.
From a Thai cultural perspective, these biomedical concepts intersect with traditional understandings of health and well-being. Stress has long been viewed in Buddhist-informed frameworks as a source of imbalance, best managed with moderation, mindfulness, and social support rather than supplements or drastic interventions. The current digital anxiety around cortisol, then, flags a clash between imported Western health myths and locally grounded advice—one that may increase, rather than alleviate, psychological stress.
Looking at the historical and social landscape, Thai society has regularly absorbed international health fads, from diet pills and detox teas to intermittent fasting and biohacking. Yet, as with earlier trends, the cortisol panic appears largely driven by algorithms and commerce rather than established science. Experts caution that “content and clicks,” not genuine medical advancement, are behind most influencer claims. “Cortisol belly and face might sound catchy, but they reduce incredibly complex biological processes into bite-sized insecurities,” according to the article’s medical researcher. International and Thai health authorities alike recommend focusing on time-tested, evidence-based lifestyle choices: regular sleep, varied diet, physical activity, and practical relaxation methods. As a Bangkok-based nutrition professor noted in an interview, “There is no shortcut supplement, no ‘magic bullet’ for stress or weight. True health is about small, consistent changes—not quick fixes based on internet trends.”
Moving forward, the spread of cortisol myths reflects a broader need for health literacy in Thailand, where both urban and rural populations are exposed to a flood of digital wellness advice. Initiatives from the Ministry of Public Health and universities are beginning to address this, offering fact-checked information and counseling for those concerned about stress and hormone health. Thai readers are advised to be skeptical of influencer-endorsed products and to consult medical professionals for persistent symptoms rather than seeking unregulated tests or supplements. In a global context, Thailand is not alone; countries around the world are grappling with the consequences of social media-driven health anxieties.
For Thai readers anxious about the effects of stress or seeking to manage health proactively, the best recommendations remain reassuringly familiar: prioritize sleep hygiene, maintain varied nutrition, engage in regular movement—a brisk evening walk at Lumpini Park or a lively family meal can do more to balance stress than any #cortisolhack. And if something feels persistently wrong, seek qualified medical advice, not just the latest trending hashtag. Wellness is built on evidence, not just algorithms.
For further reading, see: The Conversation (https://theconversation.com/why-you-dont-need-to-stress-about-cortisol-ruining-your-waistline-or-your-face-254335), TechTimes (https://www.techtimes.com/articles/296132/20230908/cortisoltok-debunking-misinformation-tiktok-stress-hormone-cortisol.htm), Lifehacker (https://lifehacker.com/truth-about-cortisol-influencers-blame-for-everything), Medscape (https://www.medscape.com/viewarticle/behind-cortisol-trend-misinformation-could-drive-unnecessary-2025a100090t), and CNN Health (https://www.cnn.com/2023/06/23/health/cortisol-weight-wellness/index.html).