The rising threat of counterfeit beauty products
Scroll through social media for long enough and you will eventually be offered a luxury serum for £9, a cult mascara for half its usual price or a “limited-time” fragrance deal that promises top quality on a budget. It can feel like a small victory, but in reality, it may be something far more dangerous.
Counterfeit beauty is one of the fastest-growing corners of the fake goods market. According to the Government’s Intellectual Property Office, the purchase of counterfeit cosmetics and toiletries online saw an increase of 6% at the end of 2025.
Meanwhile, Santander UK reported losses of nearly £50,000 due to beauty treatment scams between January and early December 2025. According to the bank, these scams involve a range of fraudulent products and services, from counterfeit perfumes and cosmetics to botox, lip and collagen fillers, and other cosmetic procedures.
"Counterfeit beauty products might mimic the look of legitimate brands, but that’s where the similarity ends,” warns Dr. Emma Meredith OBE, Director-General of the Cosmetic, Toiletry and Perfumery Association (CTPA). “Behind the copycat packaging, consumers could be buying products that are ineffective - or worse, hazardous to their health.”
Unlike legitimate cosmetics, counterfeit products do not have to comply with the UK’s stringent safety laws. All cosmetics sold in the UK must meet the requirements of the UK Cosmetics Regulation, including rigorous safety assessments by qualified professionals and the listing of a UK-based “Responsible Person” on packaging. Counterfeits bypass all of this oversight.
“We don’t know what is in the fakes and counterfeits, nor how or where they have been made,” Meredith explains. “They are highly unlikely to have been through the thorough safety requirements which are mandatory for legally compliant cosmetic products.”
Why the surge?
Several factors are driving growth in this sector. Online shopping, accelerated by the pandemic, has remained strong, offering counterfeiters easy access to high-traffic digital marketplaces and social media platforms. These channels allow them to hide behind fake profiles, reuse stolen imagery, and disappear overnight.
Economic pressures also play a role. Rising living costs may push consumers to seek cheaper options, sometimes mistaking counterfeit items for discounted genuine products. The result is an increasingly flooded market - from prestige skincare to everyday makeup - filled with convincing fakes.
The dangers are real
IPO testing of counterfeit beauty and hygiene products through the “Choose Safe Not Fake” campaign revealed alarming findings.
Samples of setting sprays, hydrating serums and moisturisers contained carcinogenic substances such as beryllium oxide, banned heavy metals including arsenic, lead and mercury – and evidence of rodent urine and horse faeces, pointing to the unsanitary conditions in which they were produced.
Counterfeit cosmetics that have been tested have been found to contain harmful chemicals (Alamy/PA)
The health risks are significant: allergic reactions, chemical burns, infections, and long-term skin damage. Counterfeit perfumes often fail to declare allergens, putting consumers at further risk, while fake make-up has been linked to burns and serious skin irritation.
This is why the industry insists safety is non-negotiable - it is enshrined in law, not just a marketing add-on.
Price, packaging, and place of sale remain the most reliable indicators of counterfeit goods. Extreme discounts compared with official retailers should trigger caution. Packaging anomalies - misspelled brand names, off-centre logos, flimsy boxes, unusual wording, or missing information - are common giveaways. All legitimate UK cosmetics must display a full ingredients panel and a UK Responsible Person with a physical address.
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Online, red flags multiply: “flash sale” campaigns, social accounts using brand names without official affiliation, poorly written product pages, and unresponsive sellers are all warning signs. Unverified influencers promoting deals that seem “too good to be true” are also a frequent tactic.
Grey market vs counterfeit
Confusion often arises around the “grey market,” where products are genuine but sold outside official distribution channels. While grey market items are legal, counterfeits are both illegal and unsafe. The CTPA stresses this distinction but does not arbitrate commercial arrangements.
For professionals in the beauty industry, vigilance is crucial - not just for protecting consumers, but for safeguarding brand integrity. Counterfeit products threaten both public health and the reputation of legitimate brands. In a rapidly evolving digital marketplace, awareness, education, and proactive monitoring are more important than ever.
