Tests on a cross-section of 50 seized counterfeit cosmetic products found that four in ten contained potentially harmful substances, the Intellectual Property Office (IPO) said as it launched its Face the Fakes campaign. Findings included a skincare product with 13,200 parts per million of mercury, high levels of lead in lipstick, eyeshadow and contour products, and around 80% methanol in a counterfeit fragrance. Nicotine was also detected in perfume.

The IPO said cosmetics, skincare and perfumes are now among Trading Standards' ten most commonly investigated counterfeit goods. Its Counterfeit Goods Tracker from September 2026 found that 20% of 18 to 24-year-olds who bought beauty products in 2025 knowingly bought fakes, more than three times the 6% recorded in 2023. Nearly three in four buyers of counterfeit cosmetics and toiletries purchased them online.

Legitimate cosmetics sold in the UK must meet strict safety requirements, while counterfeit products are unlikely to have undergone the same checks. The campaign, supported by Trading Standards, toxicologists and beauty industry bodies, advises consumers to check who is selling a product and to buy from trusted sources. The IPO also issued guidance for salons and smaller beauty businesses on spotting warning signs and sourcing from trusted suppliers.