Each individual has a strategy to build a self-identity that will characterize them, thus encouraging the public or oneself to see someone with various points of view. This research aims to understand the personal branding applied to the @dokterdetektif TikTok account, this research seeks to provide an understanding of the application of Personal Branding principles and their influence on audience perceptions of skincare products that are proven to overclaim. The research method used to analyze uses qualitative research methods with eight main concepts of Personal Branding Peter Montoya. Based on the research that has been done, it shows that the TikTok @dokterdetektif account focuses on the Principle of Specialization (The Law of Specialization), and the Principle of Leadership (The Law of Leadership) which is very dominant in the personal branding applied by the TikTok @dokterdetektif account. The TikTok @dokterdetektif account has proven successful in building a strong and consistent identity in each of hercontents and herinfluence has received positive and negative responses from herfollowers or viewers. The credibility of the @dokterdetektif TikTok account will increase if it collaborates with institutions that are professionals in their fields.