NBC News spoke with 12 social media personalities with audiences ranging from under 100,000 to more than 10 million followers who detailed how they feel pushed to look perfect in real life and online. This has led younger creators in their teens and early 20s to get cosmetic procedures, ranging from lip filler injections to plastic surgery — many of which they received at discounted rates. Many expressed regrets about some of their procedures. Six of them described feeling addicted to body modification.

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"I've got most of my information about periods from TikTok," said 18-year-old Efa Angharad.

The sixth-former from Gorslas, Carmarthenshire, said her period education had been "pretty shocking".

It comes as a Swansea University study found menstrual cycle education needed to be addressed in schools.

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Ogilvy UK will no longer work with influencers who distort or retouch their bodies or faces for brand campaigns in a bid to combat social media’s “systemic” mental health harms.

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"I guess they were just quite media savvy," he told counter-terrorism detectives. "They would put things out there [on social media] quite quickly that was easily picked up, yeah."

And so - for a potentially bored teenager living a humdrum life in suburban London - the war not only appeared like an exciting video game on social media, it came packaged with an appealing message that there was a role for everyone else.

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She likes beer and sports and hanging with the guys. She might flirt with someone’s boyfriend and she definitely wore Converses to her prom. She’s simply not like other girls. She’s what’s known as a Pick-Me, and the internet loves to hate her.

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TikTok is feeding false and misleading content about the war in Ukraine to users within 40 minutes of their signing up to the app, regardless of whether they run any searches on the platform, an investigation by NewsGuard has found.