Counterfeit beauty is on the rise, here's how to spot a fake and stay safe when shopping online

I've written about the rise of beauty dupes before – affordable alternatives to cult fragrances, skincare and makeup that closely imitate the originals. While the ethics of copying another brand's creativity are questionable, there's something far more concerning happening in the beauty industry.

Enter counterfeit cosmetics. Unlike dupes, counterfeit products illegally use a brand's trademarks and branding to pass themselves off as the real thing. And the potential risks go far beyond a disappointing purchase.

New findings from the Intellectual Property Office's (IPO) Face the Fakes campaign reveal that four in ten counterfeit cosmetics tested after being seized in the UK contained potentially harmful substances. Among the discoveries? Mercury in skincare, high levels of lead in makeup and a counterfeit perfume containing around 80% methanol, a toxic alcohol that can cause serious poisoning.

How to spot counterfeit beauty products: 5 expert tips for shopping safely

“Counterfeit beauty products can look incredibly convincing. You cannot tell from the packaging what chemicals are inside, how the product has been made, or what risk it might pose,” warns toxicologist Rani Ghosh.

With nearly three in four people who have bought counterfeit cosmetics and toiletries purchasing them online, knowing how to spot a fake has never been more important. Here are five things to look out for.

• 1. Buy from reputable retailers
  The simplest way to avoid counterfeit beauty products is to be mindful of where you're shopping. Stick to official brand websites, established beauty retailers or authorised stockists wherever possible. If you're purchasing through an online marketplace or social media platform, check who's actually selling the product rather than assuming the platform itself is the retailer.
• 2. Be wary of prices that seem too good to be true
  We all love a beauty bargain, but an unusually low price should raise a red flag. While discounts don't necessarily mean a product is fake, it's worth questioning why a best-selling fragrance or luxury skincare product is being sold for a fraction of its usual price. Be cautious of limited-time offers and sellers encouraging you to make a snap decision.
• 3. Don't rely on reviews alone
  A convincing product image and a string of five-star reviews aren't necessarily proof that a product is genuine. Take a closer look at the listing, checking for an ingredients list, company details and information about the seller. It's also worth doing a little research beyond the marketplace itself before purchasing a product
  
  As Helen Barnham, head of enforcement engagement at the Intellectual Property Office, explains, "counterfeiters exploit the names and reputations of brands that consumers know and trust, while bypassing the rigorous safety standards that legitimate businesses work hard to meet."

• 4. Inspect the packaging carefully
  If you've already purchased a product, take a moment to examine it before using it. Look for an ingredients list, batch number, company name and address, along with any relevant safety warnings. Blurry printing, spelling mistakes or missing information can all be red flags. Equally, if a product looks, smells or feels different from one you've used before, it's worth being cautious.
  
  As Ghosh warns, “some reactions to unsafe cosmetics may be visible, such as irritation, swelling or changes to the skin. But what concerns me as a toxicologist is what you might not see.”
  
  5. Suspect a fake? Don't use it
  If you think you've purchased a counterfeit beauty product, resist the temptation to try it out. Stop using it immediately if you've already applied it, and keep hold of the packaging, receipt and seller details. You can report suspected counterfeit goods to Trading Standards, helping prevent potentially unsafe products from reaching other shoppers.