The organizations say fake products remain a growing threat to consumer safety, brand integrity and supply chain security across the United States beauty sector.

The warnings accompany PCPC’s launch of its national “Buy No Lie” campaign to increase public awareness around the health and economic risks tied to counterfeit cosmetics and personal care items.

Counterfeits challenge brand protection efforts

Counterfeit products are a costly issue for the beauty sector, with PCPC estimating a $5.4 billion annual loss to legitimate companies.

“Counterfeit cosmetics are illegal, phony imitations of cosmetic products that may contain harmful, unregulated or unlisted ingredients that endanger consumers’ health,” Tom Myers, PCPC president and CEO, told CosmeticsDesign US.

“Counterfeit cosmetics and personal care products threaten our industry’s reputation, endanger consumers and devalue the billions invested in research, safety and innovation,” he said, adding that bad actors look for ways to bypass safeguards.

Myers said companies are responding by strengthening consumer education, collaborating with federal law enforcement, and investing in new verification technologies. He noted that PCPC “continues to back commonsense legislation such as the SHOP SAFE Act, which will help strengthen protections even further for consumers and manufacturers.”

Industry groups link consumer education to safer purchasing behavior

PCPC’s new campaign raises public awareness during a high-risk buying period.

“By taking a moment to check before checkout, shoppers can make smart, safe choices that help protect their safety and hard-earned money,” Myers said.

PCPC’s campaign complements ongoing initiatives already underway across the sector.

“The Buy No Lie campaign and the SHOP SAFE Act reinforce our industry’s commitment to protecting innovation and strengthening consumer trust,” said Myers.

“Although Buy No Lie is our first nationwide campaign, we have long been focused on increasing consumer awareness and championing smart legislative solutions, such as the SHOP SAFE Act, that protect consumers’ well-being and remove harmful, illegal products from the marketplace that undermine confidence in the beauty industry.”

Tesia Williams, executive vice president of public affairs and communications at PCPC, said in a release that the heightened visibility of fakes during online holiday shopping underscores the need for public education.

“Counterfeit beauty products often hide in plain sight, disguised as irresistible deals in packaging that looks nearly identical to safe and trusted brands,” said Williams.

“As holiday shopping ramps up, it’s important to equip consumers with the tools to spot fakes and shop safely online,” she added.“Public education is the first step to staying safe, and this campaign underscores our industry’s commitment to protecting consumers.”

Fake products pose toxicological and microbiological risks

Industry toxicologists report health risks associated with counterfeit formulations.

“Counterfeit products are often not formulated properly and may be made in unsanitary conditions,” said Myers, citing inappropriate ingredient concentrations, intentional use of prohibited substances, and high levels of bacteria as recurring concerns.

He said these issues can lead to “rashes, allergic reactions and skin and eye infections.” He encouraged consumers to stop using any product that triggers adverse reactions and notify manufacturers.

Myers added that ingredient transparency and consumer education remain central to reducing these risks.

“Ingredient transparency and consumer education are some of the strongest tools we have to reduce the health risks posed by counterfeit cosmetics and personal care products,” he said. “Through our Buy No Lie campaign, we’re equipping consumers with the tools they need to recognize counterfeit products prior to purchasing them,” like a simple fact sheet highlighting consumer protection tips and reporting resources.

Enforcement agencies call for stronger monitoring across online marketplaces

NCPC says counterfeit beauty items present an issue that requires enforcement and prevention strategies.

“The most effective way to curb these illegal products online is a mix of strong enforcement and smart prevention,” Paul DelPonte, NCPC executive director, told CDU.

He said efforts should include supporting agencies that investigate counterfeit networks, improving interception of dangerous goods, moving faster on removing illegal listings, and tracking repeat offenders.

DelPonte also emphasized collaboration across industry and government. “Public-private partnerships bring alignment,” he said. “Enforcement agencies see the criminal patterns, PCPC understands how the beauty and personal care supply chain really works, and online platforms control the digital storefronts where these fakes surface.”

He added that “PCPC is a leader” and said the Buy No Lie effort illustrates how coordinated education and enforcement can help keep the marketplace safer.

Industry stresses continued need for legislative support

PCPC notes that counterfeit cosmetics are routinely seized by U.S. Customs and Border Protection and other authorities, placing them among the top categories of intercepted illegal goods.

The organization highlighted the broader economic damage linked to fakes, stating that these items “cost U.S. jobs, harm the U.S. economy, and undermine the $2.7 billion investment in scientific research and innovation that supports the safety and efficacy of new products and ingredients,” according to its campaign announcement.

PCPC also reiterated that “safe shopping begins with strong policy and legislative safeguards,” calling the SHOP SAFE Act “a critical step toward protecting consumers and holding counterfeiters accountable.”