TikTok deodorant challenge: dangerous trend claims lives of children

A hazardous trend known as the “deodorant challenge” has surfaced on TikTok, prompting children and teenagers to inhale large amounts of aerosol in pursuit of fleeting highs or to complete viral challenges. This practice, which involves prolonged inhalation of toxic chemicals, has led to devastating outcomes in Brazil and beyond, with reports of cardiac arrests and deaths. In 2025 alone, at least two children in Brazil lost their lives after participating, raising urgent concerns about online safety and the exposure of minors to risky content. Authorities across multiple states are probing how these videos spread and who creates them, while parents and experts demand stricter oversight of digital platforms.

The challenge typically involves inhaling the gas from aerosol deodorants for as long as possible, often to “win” a competition among peers or gain social media clout. However, the chemical makeup of aerosols, including substances like ethanol, butane, and propane, makes this extremely dangerous. When inhaled, these chemicals can inflame the lungs, cause asphyxiation, or trigger heart arrhythmias, leading to fatal consequences within minutes. Recent incidents in the Federal District and Pernambuco have highlighted the severity, with victims as young as 8 and 11 years old.

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The widespread availability of deodorants, found in nearly every household, amplifies the danger. Unlike controlled substances, these products are easily accessible to children who may not grasp the risks involved. TikTok’s algorithm, which rapidly promotes viral content, exacerbates the issue by exposing young, impressionable users to these videos before adequate moderation can intervene.

Early incidents and immediate fallout

In early April 2025, an 11-year-old girl, Brenda Sophia Melo de Santana, passed away in Bom Jardim, Pernambuco, after inhaling aerosol deodorant. Found unconscious in her room with a deodorant can nearby, she suffered a cardiorespiratory arrest. Despite being rushed to a hospital, she could not be saved. Just days later, in the Federal District, another tragedy struck: 8-year-old Sarah Raíssa Pereira died after attempting the same challenge. She experienced a cardiac arrest and, though hospitalized, was declared brain-dead three days later.

These incidents are not isolated. Over the years, Brazil has recorded at least 27 deaths of children and teens linked to dangerous social media challenges up to 2021, according to child safety organizations. The deodorant challenge, in particular, has surged with TikTok’s rise, where short, attention-grabbing videos can amass millions of views in hours.

Investigations are underway in both Pernambuco and the Federal District. In Sarah’s case, her cellphone was seized for analysis to determine if she viewed specific challenge videos and who produced them. TikTok has been asked to assist, but questions about accountability for harmful content persist.

• Aerosol inhalation: Chemicals cause immediate harm to lungs and heart.
• Young audience: Children are primary victims due to curiosity and lack of oversight.
• Social media: Algorithms boost viral content with minimal initial scrutiny.

Chemical dangers of the challenge

Inhaling aerosol deodorant may seem harmless at first glance, but its effects are catastrophic. Aerosols contain volatile solvents like butane and propane, which displace oxygen in the lungs when inhaled in large amounts. This deprives the body of oxygen, causing dizziness, fainting, or, in severe cases, cardiorespiratory failure.

Ethanol, often making up to 90% of some deodorants, poses another threat. When inhaled, it irritates the respiratory tract and can trigger heart irregularities, potentially leading to death in minutes. Hydrochloric acid, used as an antiseptic in certain products, can also burn internal tissues, worsening the damage.

The accessibility of deodorants heightens the risk. Available for under $3 in most stores, these products are not seen as dangerous by children, who may view the challenge as a game. This misconception, fueled by a lack of awareness, underscores the need for better education about household chemical risks.

Historical context and recurring tragedies

The deodorant challenge is not new. In 2018, a 7-year-old girl, Adrielly Gonçalves, died in São Bernardo do Campo, São Paulo, after inhaling aerosol inspired by online videos. In 2020, a 10-year-old boy in Belo Horizonte met a similar fate. In 2022, 12-year-old Iarlen Augusto’s death in Salinópolis, Pará, further highlighted the issue, with the boy found unconscious next to a deodorant can.

Globally, the problem persists. In 2023, a 13-year-old girl died in Australia, and an 11-year-old boy passed away in the United Kingdom after attempting the challenge. These cases reflect a broader pattern of dangerous “games” listed by the World Health Organization as behavioral disorders since 2019, driven by the global reach of social media.

The recurrence of these tragedies points to challenges in curbing viral trends. Despite efforts to remove harmful content, new videos emerge, often created by unaware youths seeking online fame. Inadequate platform regulation continues to fuel the cycle.

How the challenge spreads online

TikTok, with over 1 billion active users, is a key platform for the deodorant challenge. Its short-video format, averaging 15 to 60 seconds, drives rapid content sharing, making risky challenges highly visible. The platform’s algorithm prioritizes engagement, often amplifying videos before they can be flagged as dangerous.

Children and teens are particularly susceptible. Studies suggest about 40% of creators behind dangerous challenge videos are minors, driven by curiosity, peer pressure, or a desire for social acceptance. Limited parental supervision during internet use further increases exposure to harmful content.

Brazilian authorities have pressed TikTok for details on video creators and their spread. The platform claims to remove violating content, but the sheer volume of uploads makes real-time moderation difficult, highlighting the need for proactive safety measures.

• TikTok algorithm: Quickly amplifies viral content, including risky challenges.
• Vulnerable users: Teens and children are drawn to attention-grabbing videos.
• Platform response: Content removal lags behind the pace of new uploads.

Impact on families and communities

The deaths from the deodorant challenge leave lasting scars. In Ceilândia, Federal District, Sarah Raíssa’s family launched an online fundraiser to cover funeral costs, unable to bear the expenses alone. Her loss sparked widespread grief, with neighbors sharing condolences online.

In Bom Jardim, Brenda Sophia’s death shook the town. Described as a joyful and curious child, her participation in the challenge caught her family off guard. The incident underscored the challenge of monitoring children’s online activity, especially in busy households.

These tragedies have fueled discussions about platform accountability and the need for digital literacy in schools. Many families, particularly in underserved areas, struggle to oversee internet use due to time or resource constraints, emphasizing the call for broader support systems.

Authorities step in with investigations

Police are actively investigating to hold accountable those behind the challenge’s spread. In the Federal District, Sarah Raíssa’s case involves analyzing her phone to trace the videos she watched and any direct encouragement from others. Those creating such content could face charges of double homicide, with up to 30 years in prison, given the dangerous means and young victims.

In Pernambuco, Brenda Sophia’s death is still under review, pending medical reports to confirm aerosol inhalation as the cause. Authorities are also mapping video distribution patterns to identify networks promoting these challenges. TikTok faces pressure to cooperate fully.

Beyond criminal probes, officials are pushing for stricter digital regulations. The slow pace of legislative action, however, frustrates efforts to prevent further incidents, as debates over platform responsibility continue.

Steps parents can take

Safeguarding children from dangerous challenges requires collaboration among families, educators, and platforms. Parents can start by discussing internet risks openly, helping kids recognize hazardous content. Encouraging critical thinking about viral trends is key to building resilience.

Monitoring screen time is another practical step. Parental control apps can restrict access to platforms like TikTok or flag inappropriate content. Keeping devices in shared spaces, like living rooms, also reduces unsupervised browsing.

Other strategies include:

• Setting age restrictions on social media accounts.
• Reviewing followed profiles and liked videos.
• Teaching kids to report harmful content directly on platforms.

Timeline of incidents in Brazil

The deodorant challenge has left a trail of loss:

• 2018: 7-year-old girl dies in São Bernardo do Campo, São Paulo.
• 2020: 10-year-old boy dies in Belo Horizonte, Minas Gerais.
• 2022: 12-year-old dies in Salinópolis, Pará.
• 2025: Two children, aged 8 and 11, die in April in the Federal District and Pernambuco.

Global scope of the issue

The deodorant challenge, along with variants like “chroming,” raises alarms worldwide. In the UK, a 12-year-old boy narrowly survived inhaling aerosol in 2024, while a 13-year-old girl in Australia died in 2023. These cases have prompted governments to demand better content moderation from TikTok.

Chroming, which includes inhaling paints or sprays, mirrors the deodorant challenge’s risks. In the US, families have sued TikTok over deaths tied to challenges like the “blackout challenge,” which promotes choking. These lawsuits highlight the challenge of holding platforms accountable for user-generated content.

The World Health Organization labels such trends as public health concerns, urging global awareness campaigns. Yet, varying national policies make coordinated action difficult, leaving gaps in prevention efforts.

Challenges for social media platforms

Moderating dangerous content on TikTok is daunting, with billions of daily uploads. Manual oversight is impractical, and automated systems often miss risky videos until they go viral. Pressure from regulators and advertisers has spurred some progress, but gaps remain.

TikTok has removed deodorant challenge videos after complaints, but new ones keep appearing. Suggestions like limiting minor-created content or enhancing AI detection are under consideration, though implementation is slow.

The balance between platform profits and user safety fuels criticism. While engagement drives revenue, the fallout from harmful content burdens families, underscoring the need for systemic change.

The role of digital education

Educating youth about safe internet use is critical. Schools can integrate digital literacy into lessons, teaching students to question online trends and understand risks. Workshops for parents can also bridge knowledge gaps about platforms their kids use.

Some Brazilian states, like São Paulo, have launched school programs on social media dangers, but funding limits their reach. Partnerships with nonprofits could expand access to educational tools, making them more inclusive.

Public campaigns using influencers to warn about risks could resonate with teens more than traditional ads. Combining these efforts with stronger policies may curb the spread of dangerous trends like the deodorant challenge.