Tony Moly has firmly denied allegations that it used a child for marketing after a video involving a young girl and the brand’s eyeliner went viral online.
The video, which spread rapidly across social media in recent days, shows a child crying while covered in her aunt’s gel eyeliner. The clip drew significant attention, with the child seated in front of a mirror appearing to have smeared eyeliner across her entire face. The aunt captioned the post, “From now on, don’t leave my sight for even one second.” She later reacted in shock, saying, “Why are you scared when you’re the one who did this?” A follow-up video showed the child smiling again after her face was washed.
Online users reacted with a mix of amusement and disbelief, commenting, “The waterproof formula really works,” and “How did she manage to apply it so thoroughly?” The aunt added that she was stunned the child “opened the pouch, twisted off the cap, and applied it,” noting that the gel eyeliner seemed to have been “scooped out and rubbed on like lotion.”
As the clip continued to circulate, some began questioning whether it was actually staged content created for viral marketing. Critics argued, “There’s no way a child could apply it like that,” “This looks like abuse—doing this on purpose would be difficult,” and “It feels unnatural.” Others countered that the scenario was believable, saying, “It would be harder for an adult to apply it like that while the child is crying.”
With speculation mounting, Tony Moly released an official statement on social media, flatly denying any involvement. “We have not engaged in sponsorships, advertisements, viral marketing, or any related planning regarding the Instagram video currently under discussion,” the company stated.
It further explained that the brand became aware of the video during routine monitoring and left a comment solely to offer a replacement product since the existing one had been rendered unusable. The company added, “Claims circulating online about staged content, covert ads, or viral marketing are unequivocally false.”
Tony Moly stressed its zero-tolerance policy on using children in any form of marketing, saying, “Marketing involving minors is absolutely forbidden within our company.” It also warned that it will pursue legal action against the ongoing malicious spread of false information.
Below is the full statement from Tony Moly
Hello,
This is Tony Moly Co., Ltd.
1. We clarify that we have not conducted any form of sponsorship, advertising, viral marketing, or planned activity in relation to the Instagram video currently at issue.
2. We became aware of the content through our brand monitoring process. The comment we left was solely to offer a new product to replace one that had become unusable.
3. We state clearly that claims circulating online—such as “staged content,” “covert advertising,” or “viral marketing”—are entirely false.
4. As a company with many employees who are parents, we emphasize once again that marketing involving children is strictly forbidden and never considered under any circumstances.
5. We will take legal action against malicious and persistent dissemination of false information targeting our company.
Thank you.
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