The UK’s Intellectual Property Office (IPO) launched its Face the Fakes campaign on 2 November 2026, warning that counterfeit beauty products can contain ingredients and contaminants that buyers do not expect.
The campaign follows Trading Standards testing of 50 seized counterfeit cosmetic products. The IPO reports that 20 contained potentially harmful substances. The sample consisted of seized products; it cannot tell us what proportion of all cosmetics, or even all counterfeit cosmetics, are unsafe.
What the testing found
The IPO reported mercury in one counterfeit skin-lightening cream, high levels of lead in several make-up products, nicotine in a perfume, and around 80% methanol in one counterfeit fragrance. It also reported hydroquinone in a counterfeit skin-lightening cream.
These are findings from particular samples, not a claim that every counterfeit product contains the same substances. Their presence does show why a convincing bottle or familiar brand name cannot establish what is inside.
The amounts make the examples more concrete. The agency reported 1.32% mercury in a counterfeit skin-lightening cream, equivalent to 13,200 parts per million, and 40 mg/kg of lead in one contour kit. It also reported 8.1% hydroquinone in a counterfeit skin-lightening cream. The announcement does not make clear whether the two cream findings concern separate products. The IPO identifies hydroquinone as prohibited in UK cosmetic skin-lightening products.
The agency warns that mercury exposure can harm the kidneys and nervous system, and that methanol can cause serious poisoning. A visible reaction is not the only concern: the IPO notes that some effects may not be immediately apparent. Its announcement does not provide the full test results for each of the 50 items, so the individual examples should not be treated as a complete breakdown of the sample.
Two different sets of figures
The testing results are separate from the IPO’s consumer research. According to the agency, its latest Counterfeit Goods Tracker found that 20% of 18 to 24-year-olds who bought beauty products in 2025 knowingly purchased counterfeits, compared with 6% in 2023. The IPO also says 71% of people who bought counterfeit cosmetics and toiletries purchased them online.
The survey describes reported purchasing behaviour. The testing describes the seized items examined by Trading Standards. Neither figure measures the prevalence of unsafe products across the whole beauty market.
The distinction also matters when discussing online sales. The 71% figure concerns where respondents who bought counterfeit cosmetics and toiletries made their purchases. It does not mean that 71% of cosmetics sold online are counterfeit.
The campaign comes alongside enforcement activity. The IPO says police seized 1,666 counterfeit hair products, including shampoo, conditioner and hair extensions, from a Manchester warehouse in July. That seizure is a separate event from the 50 products discussed in the testing results.
Why the supply route matters
Cosmetic safety depends on knowing what a product contains and how it was made. A counterfeit can copy the appearance of a genuine product while offering no reliable assurance that it has the same formula, manufacturing history, or safety documentation.
That distinction matters to a formulator or quality team investigating a complaint. The genuine product’s formula and batch history are useful starting points, but the team also needs to establish whether the item came through the authorised supply chain. If the item is counterfeit, its packaging and batch code may imitate the genuine product while the contents are a different, unknown mixture.
Similarly, a safety assessment of the genuine formula cannot establish the safety of a counterfeit. The assessment depends on the product and ingredients actually evaluated. Without reliable identity and manufacturing information, it is difficult to determine what someone has been exposed to or which controls were applied.
For brands and distributors, the campaign is a reminder to maintain clear records of suppliers and distribution channels, and to investigate suspicious listings or products. For buyers, the IPO recommends checking who is actually selling the product and buying from trusted sources. A familiar-looking listing or positive reviews alone do not confirm authenticity.
What to do when a product is in doubt
For a business, start by recording where the item came from and preserving the product identifiers, packaging, purchase records and any online listing details. Contact the brand or authorised supplier to help establish authenticity. The IPO suggests checking for expected information such as the ingredient list, batch number, company details and relevant warnings. Missing details, poor print or an unusually low price can justify a closer look, but none proves authenticity or counterfeiting on its own. Counterfeits can also look convincing.
If a product is suspected to be counterfeit, stop using it. Keep the product, packaging, receipt, and seller details, and report the concern to Trading Standards. The British Beauty Council’s campaign guidance explains these steps for consumers and businesses.
If someone experiences a reaction or feels unwell after using a product, seek appropriate medical advice and share the product and exposure details with the healthcare professional. Do not wait for a visible reaction before taking a suspected counterfeit out of use.
