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| yna@yna.co.kr 2026-08-10 10:33:26
SEOUL, Aug. 10 (Yonhap) -- Counterfeit cosmetics are spreading beyond Asia into Europe, riding on the global popularity of K-beauty.
As Chinese-made fakes are distributed worldwide through online platforms, Korean cosmetics companies are stepping up their efforts to combat them. However, industry officials say individual companies face limitations in responding because the products are manufactured and distributed overseas.
◇ Fake K-beauty Reaches Romania, China Remains Major Production Hub
APR confirmed last month that Romanian customs officials at Timisoara Airport had seized more than 100 suspected counterfeit products of its Medicube brand, according to industry sources Tuesday.
The seized products were reportedly so similar to the genuine products in appearance and packaging that ordinary consumers would have difficulty distinguishing them with the naked eye.
Until now, counterfeit K-beauty products have largely been distributed in Asian markets, including China, Hong Kong, Taiwan, Vietnam and Japan. The seizure in Romania is being viewed as evidence that the distribution of counterfeit K-beauty products is spreading into Eastern Europe.
Industry officials believe the rapid growth in demand for K-beauty products in Europe has also fueled the spread of counterfeit goods.
◇ China remains the main production and distribution hub.
In a joint crackdown early last month by the Public Security Bureau and Market Supervision Administration of Baiyun District in Guangzhou, more than 6,000 counterfeit versions of six Medicube products were seized. Counterfeit products of other Korean brands with strong recognition overseas, including SKIN1004 and Arencia, were also reportedly found.
According to industry sources, production facilities for counterfeit K-beauty products are concentrated in China's Guangdong Province. Some Korean companies regularly conduct on-site crackdowns with the assistance of local legal representatives and public security authorities.
However, industry officials say there are considerable practical limitations to companies maintaining cooperation with overseas investigative and enforcement agencies on their own.
◇ Fake Websites and Online Platforms Become New Distribution Channels
Methods of distributing counterfeit products are also becoming increasingly sophisticated. While fake products were previously distributed mainly through offline markets, they have recently moved rapidly to global e-commerce platforms such as Amazon, eBay and TikTok Shop.
Counterfeit sellers open third-party seller accounts, copy product photos and detailed descriptions from official brand stores or authorized retailers, and make their pages look like legitimate sellers. When actual orders are placed, they ship counterfeit products manufactured in China or elsewhere, deceiving consumers.
Goodai Global, which operates the Joseon brand, also said the distribution of counterfeit products has been increasing on global online platforms such as Amazon and eBay.
As brand recognition rises, counterfeit versions of popular products quickly emerge. The company said organized distribution through online platforms is particularly active in China and some other Asian countries.
There have also been recent cases of counterfeit products being distributed through Korean online platforms.
Cepolab, a cosmetics brand operated by Fusen Bio, recently confirmed that Chinese-made counterfeit products had been distributed through some sellers on online platforms such as Coupang and Gmarket.
The company said the counterfeit products were difficult for ordinary consumers to distinguish from genuine ones based solely on appearance because not only the product containers and outer packaging but also the lot numbers were identical.
◇ Counterfeit Seizures and Consumer Inquiries Rise, Threatening Safety
The biggest concern surrounding counterfeit cosmetics is consumer safety. Because the manufacturing facilities, ingredients and quality-control records of counterfeit cosmetics cannot be verified, it is difficult to determine what substances they contain.
Industry officials share concerns that counterfeit products whose manufacturing conditions and safety have not been verified could threaten consumers' health because they are applied directly to the skin.
The number of counterfeit K-beauty products seized and consumer inquiries related to fake cosmetics are also increasing.
According to the Intellectual Property Office, the number of counterfeit K-brand cosmetics blocked from overseas online sales rose from 16,774 in 2023 to 23,494 in 2024 and 36,116 last year. The number last year increased 53.7 percent from the previous year.
The Korea Customs Service also seized 117,005 counterfeit K-brand products during customs clearance last year. Cosmetics accounted for the largest share, with 41,903 items, or 35.9 percent of the total.
China accounted for 97.7 percent of the products based on the country of shipment. The seizures included counterfeit products from Korean cosmetics brands such as Sulwhasoo and Joseon.
According to the Korea Consumer Agency, a total of 447 consultations related to counterfeit cosmetics purchased online were filed with the 1372 Consumer Counseling Center and the International Transaction Consumer Portal from January 2022 through August last year.
The number increased from 79 cases in 2022 to 99 in 2023 and 138 in 2024. A further 131 cases were reported through August last year, continuing the upward trend.
◇ AI Monitoring and Overseas Lawsuits as Companies Wage 'War on Counterfeits'
Cosmetics companies are also stepping up their countermeasures.
APR is working with an AI-based image monitoring company to continuously monitor counterfeit sales on domestic and overseas open markets. It is securing evidence of illegal activity and taking legal action.
The company has also introduced product-specific QR-code authentication systems for beauty devices including its AGE-R line.
Amorepacific operates an authorized retailer certification system and AI-based real-time monitoring, while working with online platforms in Korea and overseas to continuously detect and block counterfeit products.
LG H&H also continuously monitors online and offline channels in Korea and overseas and is working with government agencies and online platforms to block the distribution of counterfeit products.
Goodai Global has automated the detection of counterfeit products and the removal of listings by working with a global brand-protection specialist, led by its in-house intellectual property team.
In the United States, the company has filed trademark infringement lawsuits against sellers and distributors of counterfeit products. In India, it has obtained court injunctions banning sales, expanding its legal action overseas.
A cosmetics industry official said, "As K-beauty's standing rises, the production and distribution of counterfeit products are becoming increasingly organized and sophisticated."
"Because counterfeit products manufactured overseas and distributed through global platforms are difficult for individual companies or Korean authorities to address on their own, an effective international cooperation system involving overseas customs and investigative agencies as well as online platforms is needed," the official said.
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