South Korea Launches Global Registration of State-Certified Trademarks to Combat Counterfeit Cosmetics

Korean cosmetics have rapidly evolved into a multibillion-dollar global industry, fueled by viral social media trends and meticulous skincare routines. However, this success has attracted a sophisticated counterfeit market that threatens both consumer safety and the integrity of the K-beauty sector.

To address the proliferation of fake cosmetics on major e-commerce platforms such as Amazon, eBay, and TikTok Shop, South Korean authorities are intensifying their international crackdown. Moving beyond traditional legal measures, the government is deploying a multi-layered defense system designed to detect and intercept counterfeit products before they reach consumers.

Central to this effort is the use of artificial intelligence (AI). Specialized monitoring firms equipped with AI tools actively scan global digital marketplaces to identify and remove illicit listings. In 2025 alone, officials removed over 210,000 counterfeit items across various sectors, including more than 36,000 beauty products. The first half of 2026 saw an additional 20,000 fake cosmetics intercepted.

To enhance enforcement capabilities, South Korea has expanded formal partnerships with e-commerce platforms from six in 2025 to nine in 2026. These partnerships now include major marketplaces such as Temu, TikTok Shop, and Tokopedia, facilitating coordinated efforts to combat counterfeit sales.

Beyond digital surveillance, the government is strengthening legal protections through structural policy reforms. An official from the Ministry of Intellectual Property announced, “Starting this October, we will introduce a state-backed brand authentication system by registering government-certified trademarks across more than 70 countries, including Europe, China, and the ASEAN region.”

This new framework empowers South Korean authorities to directly request local governments and foreign agencies to initiate criminal investigations, conduct administrative searches, and suspend customs clearance when counterfeit certified goods are detected.

The initiative leverages a network of overseas intellectual property centers in eight countries and diplomatic channels to formalize cross-border enforcement protocols. This comprehensive approach reflects the government’s commitment to treating the protection of its cosmetics industry as both a commercial imperative and a matter of national priority.

By combining advanced AI monitoring with expanded international trademark registration and enforcement cooperation, South Korea aims to safeguard the global reputation of its K-beauty brands and ensure consumer safety worldwide.