UK Intellectual Property Office Launches Campaign Amid Discovery of Toxic Substances in Counterfeit Cosmetics

The UK Intellectual Property Office (IPO) has launched the Face the Fakes campaign in response to alarming findings of toxic substances in counterfeit beauty products seized across the country. Testing revealed that 40% of these fake cosmetics contained harmful ingredients such as mercury, lead, methanol, and nicotine, posing significant health risks to consumers.

Among the most concerning discoveries was a skincare product containing 13,200 parts per million of mercury, a substance known for its toxicity. Additionally, counterfeit lipsticks, eyeshadows, and contour products were found to have excessive levels of lead. A fake fragrance sample contained approximately 80% methanol, a toxic alcohol that can cause serious poisoning, while nicotine was detected in some perfumes.

Legitimate cosmetics sold in the UK are subject to stringent safety regulations and rigorous testing to ensure consumer safety. In contrast, counterfeit products bypass these controls, leaving buyers uncertain about their ingredients and manufacturing standards.

The IPO’s campaign comes amid a notable increase in counterfeit beauty product purchases, especially among young adults. The latest IPO Counterfeit Goods Tracker from September 2026 reports that 20% of consumers aged 18 to 24 who bought beauty products in 2025 knowingly purchased counterfeit items. This figure is more than triple the 6% recorded in 2023.

Online shopping platforms are a major channel for counterfeit sales. Nearly 71% of individuals who bought fake cosmetics and toiletries did so online, where deceptive product listings, familiar branding, and positive reviews can make it difficult to distinguish genuine items from fakes.

Counterfeit beauty products have become a significant target for fraudsters in the UK, with cosmetics, skincare, and perfumes ranking among Trading Standards’ ten most commonly investigated counterfeit goods.

Recent enforcement actions underscore the scale of the problem. In July, the Police Intellectual Property Crime Unit and Greater Manchester Police seized 1,666 counterfeit hair products, including hair extensions, shampoos, and conditioners, from a warehouse in Manchester. Similarly, Trading Standards officers in Bolton confiscated £2 million worth of counterfeit goods, encompassing perfumes, cosmetics, clothing, and vaping products.

The IPO, Trading Standards, and beauty industry experts are collectively warning consumers about the dangers of counterfeit cosmetics. They emphasize the importance of purchasing from trusted and verified sources to avoid exposure to hazardous substances.

The Face the Fakes campaign aims to raise public awareness about the hidden risks associated with counterfeit beauty products and to reduce the prevalence of these dangerous fakes in the market.

Consumers are advised to remain vigilant when shopping for beauty products, particularly online, and to verify the authenticity of sellers and products before making purchases.

The campaign highlights the urgent need for continued enforcement and public education to protect consumer health and uphold intellectual property rights in the beauty sector.