SEOUL, South Korea – Consumers in South Korea are urged to exercise extreme caution when purchasing cosmetics online, as the distribution of substandard and fake products, often referred to as "knockoffs," is rapidly increasing. Data released by the Korea Consumer Agency (KCA) indicates a significant rise in consumer complaints, with counterfeit perfumes accounting for over half of all reported cases.

According to the KCA, a total of 447 consumer consultations related to counterfeit cosmetics purchased online were received by the 1372 Consumer Counseling Center and the International Trade Consumer Portal between January 2022 and August 2025. This figure underscores a growing problem that risks both consumer wallets and safety.

Online Platforms Are Primary Conduit for Fakes 

The data identifies online shopping platforms as the most common channel for the illicit trade, accounting for 70.7% (316 cases) of the reported consultations. This was followed by personal shopping malls at 18.3% (82 cases) and used goods trading platforms at 8.7% (39 cases). The sheer volume of transactions and the ease of setting up shops on these platforms make them fertile ground for counterfeiters.

Perfumes Lead the Charge, Base & Color Cosmetics on the Rise 

When breaking down the complaints by product type, perfumes made up the largest share, totaling 51.5% (230 cases) of all consultations. This high percentage suggests that the counterfeiting of fragrances—which are often easy to imitate visually but difficult to replicate in terms of scent and longevity—is particularly widespread.

Trailing behind were basic skincare products (26.0%, 116 cases) and color cosmetics (11.9%, 53 cases). Notably, KCA highlighted that consultations regarding basic and color cosmetics have been steadily increasing every year, signaling an expansion of the counterfeit market beyond luxury fragrances and into everyday beauty essentials.

Quality Concerns Fuel Complaints 

The most frequent reason for consumer complaints was product quality, which accounted for a substantial 58.6% (262 cases) of the consultations. Buyers cited issues such as:

Differences in scent or texture compared to the genuine product.
Discrepancies in the container or printing quality.
Missing product serial numbers.
Compounding the problem, in many of these cases, sellers failed to provide evidence of product authenticity, leaving consumers with little recourse. Given that many counterfeits originate overseas, particularly from China, they may contain unsafe or untested ingredients that can cause skin irritation or allergic reactions, posing a serious health risk.

Protecting Against Counterfeits: KCA’s Recommendations 

To minimize the risk of falling victim to fake cosmetics, the Korea Consumer Agency urged consumers to take the following steps:

Use Official Channels: Purchase products only from official brand websites or certified retailers.
Inspect Immediately: Check the product for any defects or irregularities immediately upon purchase.
Verify Authenticity: Look for genuine certificates or labels and compare the packaging details carefully with those on the official brand site.
Keep Records: Retain all receipts and purchase history as evidence in case a dispute arises.
The KCA's latest report serves as a critical warning to consumers to be vigilant. As the popularity of K-Beauty continues to grow globally, so does the sophistication of counterfeit operations, necessitating a cautious and informed approach to online shopping.