Happi partnered with Carly Fink, president of Provoke Insights, to share findings from the Fall 2024/Winter 2025 trends report. The skincare trends research explores how counterfeit concerns threaten consumer trust. Click here to read the full article.

As fake products continue to spread across digital platforms like e-commerce sites and social media, the risk to consumer confidence grows. These counterfeit skincare products threaten consumer trust . As a result, making it increasingly difficult for beauty and skincare brands to maintain their reputations and customer loyalty.

According to the study, 41% of consumers are aware of counterfeit beauty products. However, only 36% recognize fake skincare items. Interestingly, consumers associate counterfeits more often with apparel (61%) and luxury goods (58%) than with beauty or skincare. This suggests a lack of awareness around fakes in this space.

Among consumers concerned with aging, product choices are heavily influenced by trust. The research found that 68% of those worried about aging’s effects on appearance purchase skincare products, 59% buy vitamins, and 53% buy beauty items. For these consumers, product authenticity is essential.

However, fewer than 25% of consumers identify e-commerce or social media as major sources of counterfeit goods. Most still associate counterfeit products with street vendors (38%), even though digital shopping is now a key source of fake beauty and skincare items.

As a result, this gap in awareness can be problematic. As counterfeit skincare product concerns threaten consumer trust, brands must educate consumers and promote product authenticity through transparency, packaging, and messaging.

Provoke Insights’ skincare trends research makes it clear: brands need to take proactive steps to protect their reputation, maintain customer confidence, and ensure long-term success.

Wan more skincare trends research and learn more about counterfeit skincare fears? Check out our latest market research deck here.