The popularity of K-beauty is leading to an increase in counterfeit products imitating domestic cosmetics brands, spreading from Asia to Europe. Counterfeit goods produced in China are being distributed globally through online platforms, and the methods of imitation have become so sophisticated that they are difficult to distinguish from genuine products, prompting domestic companies to strengthen their responses.
According to industry sources, APR confirmed that over 100 suspected counterfeit products of its Mediheal brand's 'PDRN Pink Collagen Capsule Cream' were seized last month at the Timisoara airport customs in Romania. The products reportedly closely resemble the genuine items in terms of packaging and design, making them hard to identify with the naked eye.
While K-beauty counterfeits have primarily been found in Asia, including China, Hong Kong, Taiwan, Vietnam, and Japan, recent cases have also emerged in Europe. As global demand for K-beauty expands, the distribution of counterfeit products is widening as well.
China is identified as a major production and distribution hub for these counterfeits. In early July, a joint crackdown by the Public Security Bureau and the Market Supervision Administration in Guangzhou led to the seizure of over 6,000 imitation products of six Mediheal items. Other counterfeit products from domestic brands such as Skin1004 and Arenesia were also discovered at the scene.
The methods of distribution are becoming increasingly sophisticated. Sellers create third-party accounts on global online platforms, using product images and descriptions from official retailers to make it appear as though they are selling genuine items. When orders are placed, they ship counterfeit products instead.
According to the Intellectual Property Office, the number of counterfeit K-brand cosmetics blocked online overseas increased from 16,774 in 2023 to 36,116 last year, more than doubling. Among the 117,005 counterfeit K-brand items detected by customs last year, cosmetics accounted for the largest share at 41,903 items (35.9%). Of these, 97.7% were produced in China.
An industry representative stated, "Counterfeit products manufactured overseas and distributed through global platforms cannot be effectively addressed by individual companies or domestic administrative power alone. A practical international cooperation system involving overseas customs, investigative agencies, and online platforms is necessary."
* This article has been translated by AI.
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