Consumers across the UK have been conned out of almost £50,000 so far this year by fraudsters selling fake beauty products and services, according to new data released today by Santander. The scams, which target both men and women, range from counterfeit perfumes and make-up to botox, lip and collagen fillers, and other cosmetic treatments.

Since January, Santander has reported a total of £49,846.32 stolen by beauty scammers, with each person scammed out of an average of £227. Fraudsters are turning to social media and private messaging apps to lure victims with enticing offers and influencer-style content promising cheap deals on popular aesthetic procedures. A third (33%) of scams took place on Facebook, followed by a quarter (25%) on Instagram. Other online hot spots for beauty scams include Snapchat, TikTok and WhatsApp. 

Michelle Pilsworth, Head of UK Fraud at Santander said: “The beauty and aesthetics industry has blown up in recent months -and fraudsters are taking full advantage. Slick social media profiles and fake reviews might appear trustworthy - but if an offer looks too good to be true, it probably is .” 

“The scam typically begins with a fake advert on social media promoting heavily discounted treatments or cosmetics. Once a user expresses interest, the seller will often move the conversation to a messaging app to arrange payment by bank transfer or payment link. Then the product never arrives or turns out to be fake – and victims are left with nothing but regret.”

Research indicated that these scams are highest amongst women with 68% falling victim vs. 32% of men being scammed. Although losses fell slightly to £13,442.98 in the third quarter, Santander warns that the figures remain worryingly high and could climb again in the lead-up to Christmas, as consumers look for festive makeovers or cut-price products online.

Michelle added: “This isn’t just about losing money - it’s about protecting your wellbeing. Fake cosmetic treatments can cause real harm. As the festive party season approaches, Santander is urging consumers to be especially vigilant. Fraudsters know shoppers are likely to be on the hunt for new deals and low-cost gifts ahead of Christmas, and they’ll use this to their advantage.” 

Dr Emma Meredith OBE, Director-General of the Cosmetic Toiletry & Perfumery Association commented: “Counterfeit cosmetics and personal care products may look like the brands we love, but the packaging is where the similarity ends. You could be buying a product that won’t work in the way you want, or worse, could pose a serious risk to your health.

Alongside fake goods, online scams selling non-existent products are also on the rise. The cosmetics industry takes consumer safety very seriously. Fake, illegal and fraudulent products not only jeopardise consumer wellbeing but also threaten the trust that millions of consumers have in the many legal and safe cosmetic products available and used every day.

Always make sure you buy your products and services from reputable outlets, be suspicious of any offers that seem unusual or are pushed via social media and remember if a deal seems ‘too good to be true’, it probably is.”

The Cosmetic Toiletry & Perfumery Association has provided tips on what to watch out for when buying beauty products this festive season1. 

1. Heavily discounted prices
If the product is being offered at a very cheap price, the chances are that it is an untested and unsafe look-alike that’s not worth the potential cost to your health. 

2. ‘Flash sale’ social media ads
Beware of ads promoting ‘flash sales’ for heavily discounted products. This is a technique that counterfeiters and scammer commonly use to make you rush into buying without thinking first. 

3. Social account not connected to the brand website 
Fake social accounts selling counterfeits may well contain the original brand name. If you’re in any doubt, head to the brand website and click back to its social media account. 

4. Poor quality website
Exercise caution around websites with poor spelling and grammar or no way to contact customer services. If you’re unsure, look for reviews in forums and blogs. People will often warn others of illegal sites. 

5. People who post but don’t interact
Look out for people who spend lots of time posting about products for sale on social media, but invest little to no time engaging with other community members. It’s a common counterfeit tell.  

6. Unverified influencer
While being verified by a social media platform is no guarantee that an influencer isn’t selling counterfeits, it provides reassurance that if a purchase is too good to be true, you can report it to the platform who can take swift action to address this.