What the tests found
The Intellectual Property Office (IPO) has launched a campaign called Face the Fakes after laboratory testing of counterfeit cosmetics seized in the UK found that four in ten (40%) contained potentially harmful substances. These included mercury, excessive lead, methanol and nicotine.
Among the specific results disclosed by the IPO: one skincare product contained 13,200 parts per million of mercury. High levels of lead were found in lipstick, eyeshadow and contour products. A counterfeit fragrance was found to contain around 80% methanol, a toxic alcohol that can cause serious poisoning, and nicotine was detected in a perfume.
The IPO says legitimate cosmetics sold in the UK must meet strict safety requirements, but counterfeit products are highly unlikely to have gone through the same checks, leaving buyers with no assurance about what is in them or how they were made.
Who is affected
The warning is aimed squarely at UK shoppers, and particularly younger buyers. The IPO’s Counterfeit Goods Tracker, published in September 2026, found that one in five (20%) 18 to 24-year-olds who bought beauty products in 2025 admitted knowingly buying fakes. That is more than three times the 6% recorded in 2023.
Nearly three in four (71%) people who bought counterfeit cosmetics and toiletries did so online, where the IPO says convincing listings, familiar branding and positive reviews can make fakes hard to spot. The campaign is being run jointly with Trading Standards and beauty industry experts, who are urging consumers to buy only from trusted retailers and sellers.
The release cites a personal case to illustrate the risk: Giorgia Aloi is supporting the campaign after her mother suffered an allergic reaction to a counterfeit foundation bought through a social media marketplace, believing it to be a genuine product.
Enforcement activity
The IPO’s announcement points to recent seizures as evidence of 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, shampoo and conditioners, from a warehouse in Manchester. Separately, Trading Standards officers in Bolton seized £2 million worth of counterfeit goods, including perfume, cosmetics, clothing and vapes.
The IPO notes that cosmetics, skincare and perfumes are now among Trading Standards’ ten most commonly investigated categories of counterfeit goods, reflecting what it describes as a growing focus by counterfeiters on the beauty sector.
What it means for UK consumers
For UK shoppers, the message from the IPO is straightforward: counterfeit beauty products bypass the safety testing required of legitimate goods, and the toxic substances found in seized items, from mercury to methanol, pose direct health risks. The sharp rise in young adults knowingly buying fakes, alongside the dominance of online sales channels, suggests the problem is growing rather than easing.
What to watch next
The IPO has not set out new legislation or enforcement powers alongside the campaign, but further details of the Face the Fakes campaign, including any additional testing results or public guidance, are likely to follow. UK consumers and retailers should watch for further Trading Standards seizures and any updates to the IPO’s Counterfeit Goods Tracker data.