Beware of Counterfeit Cosmetics! K-beauty Also Affected

Recently, a report on the "U.S. Beauty Market Insights" by AI technology company MARQVISION revealed that 1 in 5 American consumers has purchased counterfeit cosmetics online.

According to the survey, 18.5% of consumers reported buying counterfeit cosmetics through e-commerce, and the report analyzed that there is a high proportion of malicious sellers targeting beauty products.

Most consumers who participated in the survey admitted that they bought counterfeit products believing they were genuine, only to later realize they were fake. Skincare products were the most commonly purchased counterfeit items, followed by face makeup, eye makeup, lip products, and perfumes. On the other hand, hair care and oral care products had relatively lower counterfeit purchase experiences.

<Sulwhasoo, Top: Genuine | Bottom: Fake>

Brands affected by counterfeit products included L'Oréal, Maybelline, Clinique, MAC, and K-beauty brands like Laneige, Sulwhasoo, and Innisfree. The report pointed out that malicious sellers are taking advantage of the global success of K-beauty to distribute counterfeit products in the U.S. market.

Consumers mostly purchased counterfeit products through social media, with Instagram, Facebook, and TikTok emerging as the most common channels for purchasing fakes. E-commerce platforms like Amazon, Temu, and Alibaba also showed a high rate of counterfeit purchases, although these platforms have introduced programs and policies to prevent counterfeit products. However, brand monitoring and response are still needed.

Consumers who bought counterfeit products became aware of the issue due to product quality problems, leading many to lose trust in the brand or decide not to buy from that brand again. The report recommends that brands actively respond to counterfeit product issues, provide consumer education on how to avoid counterfeits, and protect consumers to maintain trust.