Lipstick, perfume and mascara as well as other cosmetics are used by consumers on a daily basis. However, consumers have no idea which ingredients counterfeit cosmetics contain. They apply these products on their skin, without knowing whether they contain carcinogens, allergenic substances or other illegal chemicals. The false cosmetics can be dangerous, and consumers are deceived.
Fake makeup is becoming as big of a problem as fake news. From 2011 to 2013 global seizures of counterfeited makeup went up with 25 %. The problem has gotten so big, that it has attracted attention from the Department of Homeland Security in the US.
Not only do these counterfeit cosmetics steal revenue from brands within cosmetics, but potentially then can destroy their brand reputation, and last but not least the consumer health.
The problem is indisputable and companies need to react in order to reduce the losses caused by counterfeits. Otherwise people’s lives are at risk, billions will be lost and brand value will erode.
