The Unsafe World of Fashion and Beauty Dupes and Counterfeits

Cheap prices that seem too good to be true often come with a hidden environmental cost. A bag that looks like a designer original for a fraction of the price, or a glowing highlighter that resembles your favourite makeup brand, may feel like a bargain. Yet, dupes and counterfeits promise luxury for less at a high cost to the planet. When copies flood the market, they fuel overproduction, environmental damage, and the use of unsafe ingredients, creating a cycle that spins out of control.

Counterfeit fashion items are often made with poor materials. The most seized counterfeit items globally are clothing, footwear, and leather goods. In 2023, the EU seized a record 152 million fake products worth more than €3.4 billion.

Fashion brands lose over $467 billion in global trade to counterfeit goods across all sectors, according to the OECD. Many consumers knowingly buy either dupes (copies without trademark infringement) or outright counterfeits, because designer items are priced out of reach. Surveys show that some consumers openly admit to buying fake fashion goods. Others are unknowingly tricked and do not realize the bag or product is counterfeit.

Makeup and Beauty Industry Counterfeits

Counterfeit cosmetics are highly dangerous. Fake beauty products have been found to contain arsenic, lead, and mercury. A recent study showed that more than 65 percent of cosmetics bought from online marketplaces were likely counterfeit. Tests on popular products sold on Amazon, eBay, and TikTok Shop found that more than half were fake, including brands like Charlotte Tilbury, MAC, and The Ordinary.

Fake cosmetics often have off colours and poor texture. They smudge, break, or even cause skin issues. This often pushes users to buy replacements, which fuels more consumption. 

Illicit factories that make counterfeits often skip regulations. They use toxic dyes, unsanitary conditions, and harmful chemicals. This causes pollution, harms worker health, and often leads to higher carbon emissions per usable item since fakes break or spoil faster due to poor quality.

As dupes and fakes flood the markets, trends cycle faster. When copies spread widely, they reduce the perceived value of originality and push demand for more copies and new designs.

Overconsumption Hidden in "Buying Cheaper"

Many people believe buying counterfeits or dupes saves money, but often the total cost is higher. In beauty, with e-commerce booming, counterfeit cosmetics and dupes are rising quickly. Products sold at large discounts may not have been safety tested. Fake cosmetics often use cheap packaging and harmful chemicals that can pollute water when washed off. Since they avoid regulation and safety checks, their environmental footprint per unit is often worse. 

In fashion, brands like Nike, Adidas, Gucci, and Dior are consistently among the most counterfeited, with footwear making up a large share. Dupes, knockoffs, and counterfeit beauty and fashion goods may look like shortcuts to style or savings, but in reality they fuel overconsumption.

If we are serious about consuming less and consuming better, authenticity matters. Buying from ethical or trusted sources is important, because many copies harm both us and the planet.