Skincare brand loses nearly £8 million following Black Friday glitch

foreo ufo black friday glitch
(Image credit: Foreo)

A luxury skincare brand lost nearly £8MILLION on Black Friday when a pricing blunder saw a £250 face mask reduced to just £9.

An IT technician at Foreo is believed to be responsible for slashing the price of its UFO Smart Mask Device by 96 per cent.

The bargain deal caused a frenzy of traffic to Foreo.com, which caused the website to crash - but not before 38,575 of the devices had been sold.

Remarkably, Foreo founder Filip Sedic has agreed to honour the purchases - creating a £7.7million loss.

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He said: "When I heard the news of this glitch, of course my first reaction was a tad shocked.

"Then when I heard the extent of the glitch in terms of almost 40,000 UFO products I realised how big this mistake had cost us.

"Saying that, there is nothing else like the UFO on the market and if news of our error was reaching thousands and thousands of people around the globe in just two hours then our fans were clearly more eagle eyed than us over the Black Friday madness."

foreo ufo black friday glitch

The blunder, which affected the Foreo.com site globally, is thought to have started around 9.30pm on Friday when an surge of irregular traffic caused the site to crash for the first time.

Technicians assumed it was driven purely by Black Friday interest, unaware it was a major error which saw the UFO mask reduced.

At the height of the incident, 20 UFOs were being purchased per second across the globe before the mistake was rectified at around midnight.

The blunder is believed to have been caused by a technician wrongly entering the price of a much cheaper but similar-sounding UFU treatment which usually retails at 9.99 USD.

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Foreo describes the UFO as a “transcendent smart mask treatment” which “combines advanced dermal technologies with exclusive Korean mask formulas for a decadent facial treatment in seconds”.

Mr Sedic added: “While we lost over 10 million USD, we gained almost 40,000 new customers and to me that is the silver lining to this error and the Christmas spirit.

“So to confirm, we will be honoring all UFO orders and shipping as usual to everyone who completed the purchase on Friday.”

Aleesha Badkar
Aleesha Badkar

Aleesha is digital shopping writer at woman&home - so whether you're looking for beauty, fashion, health or home buys, she knows all the best places to splash your cash. She earned an MA in Magazine Journalism from City, University of London in 2017 after graduating from University of Leeds in 2014 with a BA in English and Spanish (which took her to Madrid for a fun Rioja and tapas-packed year). Aleesha has worked for woman&home since 2019, when she joined the team as their digital news writer. A year on the news team gained her quick and reactive writing skills and a love for breaking stories, invaluable insight into where to get the best lifestyle releases first, an AOP awards nomination and the nickname ‘crazy watch lady’ after she became so obsessed with the royals that she followed breaking news alerts on her Apple Watch.


Before joining the woman&home team, Aleesha wrote for their sister site GoodtoKnow, where she covered celebrity news, health advice and where to snap up the cheapest lifestyle buys. With a background in beauty, Aleesha has also written for Stylist and Women’s Health where she developed an understanding into what makes a stellar product and which brands are worth paying attention to. She never leaves the house without a slick of lip balm and a good slathering of SPF, cannot live without an eyelash curler by her side and is always on the hunt for new lipsticks to add to her ‘Lipstick of the Day’ Instagram story highlight (and color-coordinated collection).

But it’s not just beauty buys Aleesha can help you with. Social media savviness, strong PR relationships and a need to stay in the know mean she’s all about the latest fashions, clever gadgets and reliable lifestyle buys too. She loves indulging in an interior craze (with a bedroom drowned in prints, plants and pink), is a regular visitor to the Missoma and Edge of Ember 'New In' pages and can’t resist the allure of a kitchen gadget—just ask her three coffee machines.

When she’s not playing around with new products and testing anything she can get her hands on, Aleesha spends most of her time with her head in a current bestseller, catching up on the latest Netflix craze with her sister, trying out new recipes, drinking wine with her bestie and (in non-COVID times) has been known to be a bit of a jetsetter amongst her friendship group. Oh and she makes the most of her Disney+ subscription by watching the Marvel films on repeat (definitely not just for Chris Evans...).

Follow her latest shopping & lifestyle advice, beauty insights and social antics on Instagram at @aleeshabadkar.


Twitter: @aleeshabadkar

LinkedIn: aleesha-badkar

Email: aleesha.badkar@futurenet.com