Toxins found in counterfeit beauty products

The Intellectual Property Office (IPO) has launched its 'Face the Fakes' campaign to shine a light on the hidden dangers associated with counterfeit beauty products, which are becoming increasingly common in the UK market. Recent tests conducted on seized counterfeit cosmetics have produced alarming results; four in ten products tested were found to contain potentially harmful substances such as mercury, lead, methanol, and nicotine. One particularly concerning case revealed a skincare product with an astounding 13,200 parts per million of mercury, alongside a counterfeit fragrance with around 80% methanol, a toxic alcohol that can lead to serious health issues.

As counterfeiters exploit the rising popularity of beauty items, the IPO aims to educate consumers on the importance of purchasing legitimate cosmetics in the UK, which must comply with stringent safety regulations. This contrasts sharply with counterfeit items that often bypass necessary safety checks. The recent data from the IPO indicates a troubling trend, with 20% of 18 to 24-year-olds admitting to knowingly purchasing counterfeit beauty products in 2025, a stark rise from just 6% in 2023.

A significant point of concern is that almost three-quarters of counterfeit cosmetics and toiletries are bought online, highlighting the critical need for consumers to remain vigilant and discerning when choosing where to shop. Giorgia Aloi, a supporter of the 'Face the Fakes' initiative, shared her personal experience of an allergic reaction her mother suffered after using counterfeit foundation purchased through a social media marketplace. This incident serves as a sobering reminder of the real dangers associated with counterfeit products. In response to the alarming rise in counterfeit instances, Aloi has founded SafeGlam to raise awareness and share experiences about these products.

Testing carried out by Trading Standards on a selection of 50 counterfeit cosmetic items revealed the presence of numerous harmful substances. High levels of lead were discovered in products such as lipsticks and eyeshadows, while a counterfeit skin-lightening cream was found to contain hydroquinone, a substance banned in the UK. Helen Barnham of the IPO emphasised the ongoing need for consumer awareness, stating that "Products can look remarkably convincing but behind the packaging they can contain dangerous substances."

Given these significant risks, the IPO's campaign is collaborating with beauty industry experts to provide valuable shopping advice to consumers. Recommendations include checking seller credentials, being cautious of unusually low prices, and scrutinising packaging or missing information upon product arrival. Rani Ghosh, an independent toxicologist, further cautions consumers, saying that "Substances such as mercury and lead can affect the body internally," with the adverse effects possibly going unnoticed initially.

The 'Face the Fakes' campaign plans to leverage visual content and expert opinions to empower consumers while offering practical safety advice to help them navigate the beauty market confidently. Barnham reiterates the critical message of the campaign, asserting that "Knowing who you are buying from and choosing trusted sources really matters." By raising awareness and encouraging safe shopping practices, the IPO hopes to protect consumers from the threats posed by counterfeit beauty products.

Megan Rannard, Associate and Chartered Trade Mark Attorney at Marks & Clerk, stated that “Previous studies conducted by the UKIPO have also shown that consumers are often prompted to purchase potentially dangerous counterfeit products as a result of endorsements and promotion on social media channels. Consumer trends can emerge very quickly online and bad actors will look to capitalise on the popularity of viral products by selling counterfeit products at a generally lower price which initially appear attractive but can in fact cause significant harm. Consumers as well as brand owners can take action to report posts and listings to try to prevent the further promotion and sale of these items”