The Real Costs of Fake Beauty
Exclusive insights from a survey of hundreds of consumers reveal how fake beauty products mislead online shoppers, erode brand trust, and shape future purchasing decisions.
Executive summary
The proliferation of counterfeit cosmetics has emerged as a significant threat to both consumers and brands within the beauty industry.
This report delves into the multifaceted challenges posed by counterfeit beauty products, revealing how they not only compromise consumer health and safety but also inflict lasting damage on brand reputation and trust.
- 1 in 3consumers wouldn’t buy from a brand again after unknowingly purchasing a counterfeit
- 15%directly blame brands for not removing counterfeits
- Almost halfof fake beauty products were seen on social media channels
Key findings
- 01
The Rise of Superfakes
Counterfeits are getting more adept at slipping past even the most vigilant customers.
- 02
Loyalty at Risk
Even when it’s not the brand’s fault, these experiences erode customer loyalty, leaving brands to bear the reputational fallout and effects of lost revenue.
- 03
Word-of-Mouth Damage
Consumers share their negative experiences on social media, amplifying the reputational harm and deterring future customers.
- 04
Growing Expectation for Brand Protection
People directly blame brands for not removing counterfeits, reflecting a rising expectation to take decisive action and institute protective measures against fakes to safeguard customers.
In their words
“It is sad that you cannot completely trust in something you buy online. Companies should do more to stop this.”
Survey respondent
“It's really frustrating and makes shopping more stressful.”
Survey respondent
Get the full report
Exclusive insights from a survey of hundreds of consumers reveal how fake beauty products mislead online shoppers, erode brand trust, and shape future purchasing decisions.
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