Counterfeit beauty products containing mercury, lead, methanol and nicotine are raising fresh concerns about consumer safety in the UK, prompting a warning from the Intellectual Property Office (IPO).
Testing of products seized by Trading Standards found that four in 10 counterfeit cosmetics examined contained potentially harmful substances. The findings have prompted the IPO to urge consumers to buy beauty products from trusted retailers and check who is selling them, particularly when shopping online.
The tests identified a counterfeit skin-lightening cream containing 13,200 parts per million of mercury, high levels of lead in several make-up products and nicotine in a perfume. One counterfeit fragrance contained around 80 per cent methanol, a toxic alcohol that can cause serious poisoning and damage to eyesight.
The IPO has launched its Face the Fakes campaign to highlight the risks associated with counterfeit cosmetics, skincare and fragrances. The campaign comes as beauty products feature among Trading Standards' ten most commonly investigated categories of counterfeit goods.
The scale of the problem is also reflected in changing consumer behaviour. The IPO's Counterfeit Goods Tracker, published in September 2026, found that 20 per cent of 18 to 24-year-olds who bought beauty products in 2025 knowingly purchased fakes. This was more than three times the proportion recorded in 2023, when the figure stood at 6 per cent.
Online shopping is a significant part of the problem. Nearly three in four consumers who bought counterfeit cosmetics and toiletries purchased them online, where convincing product images, familiar branding and positive reviews can make it difficult to distinguish genuine products from fakes.
What harmful substances have been found in fake beauty products?
Trading Standards tested a cross-section of 50 seized counterfeit cosmetic products, identifying potentially harmful substances across skincare, make-up and fragrance.
One skin-lightening cream contained 1.32 per cent mercury, equivalent to 13,200 parts per million. Mercury is prohibited in cosmetics of this type, and repeated exposure can damage the kidneys and nervous system. The effects may not be immediately apparent.
High levels of lead were found in several counterfeit lipsticks, eyeshadows and contour products. One contour kit contained 40mg/kg of lead. The metal can accumulate in the body over time and potentially damage the brain, nervous system and kidneys, with particular concerns around exposure during pregnancy and childhood.
Testing also detected nicotine in a counterfeit perfume, despite the substance being prohibited in cosmetics.
Another counterfeit fragrance contained around 80 per cent methanol. The toxic alcohol can be absorbed through the skin or inhaled and may cause serious poisoning, including damage to the nervous system and eyesight. In severe cases, exposure can result in permanent blindness.
A separate counterfeit skin-lightening cream contained 8.1 per cent hydroquinone, a substance prohibited in cosmetic skin-lightening products in the UK. Repeated use can cause irritation and changes in skin pigmentation, including ochronosis, a potentially permanent blue-black discolouration.
Helen Barnham, head of enforcement engagement at the IPO, said the findings showed how counterfeit products could pose serious risks despite looking remarkably similar to genuine brands.
She said counterfeiters exploited the reputation of established brands while bypassing the safety standards that legitimate businesses were required to meet.
Independent toxicologist Rani Ghosh warned that the risks were not always immediately visible. While some reactions could cause irritation or swelling, substances such as mercury and lead could affect the body internally without obvious early symptoms.
How can consumers identify counterfeit beauty products?
The IPO's campaign is drawing attention to the role of online marketplaces and social media in the sale of counterfeit beauty products. Its research found that 71 per cent of people who bought fake cosmetics and toiletries purchased them online.
A personal experience has also brought the issue into focus. Giorgia Aloi is supporting the campaign after her mother suffered a painful allergic reaction to a counterfeit foundation bought through a social media marketplace. The incident led Aloi to establish SafeGlam, a platform raising awareness of the risks associated with fake beauty products.
The IPO is working with content creators and the beauty industry to share practical advice with consumers and help businesses protect their customers and supply chains. Guidance is also being distributed through trade bodies to salons, beauty professionals and smaller businesses.
Dr Emma Meredith, director-general of the Cosmetic, Toiletry and Perfumery Association, said legitimate cosmetics sold in the UK were subject to a rigorous safety framework. This included controls on ingredients, hygienic manufacturing conditions and mandatory safety assessments.
The IPO's advice to consumers includes checking the seller behind an online listing rather than relying on the marketplace or social media platform alone. Buyers should be cautious of unusually low prices, examine product information and look for details such as ingredients, batch numbers, company names and addresses.
Packaging that contains spelling mistakes, unclear printing or missing safety information may also be a warning sign. Consumers should avoid using a product if they suspect it is counterfeit and report their concerns to Trading Standards.
For pharmacies and other legitimate retailers, the findings underline the importance of consumer confidence in product safety and reliable sourcing. With counterfeiters increasingly exploiting familiar brand names and online shopping channels, the distinction between genuine products and convincing fakes is becoming more important for public health.
