A counterfeit surge targeting Korean beauty brands is spreading globally, causing economic losses and serious consumer health risks. South Korean authorities reported that this year’s knockoffs have reached unprecedented levels, affecting both high-end and budget labels.
The Korea Customs Service revealed that intellectual property theft involving Korean cosmetics reached 22 billion won in 2025. This figure represents a twenty-four-fold increase compared to last year, highlighting the growing counterfeit surge.
Investigators traced ninety-nine percent of the fake products back to China. Many shipments, however, entered South Korea indirectly through the United States, complicating enforcement. Approximately 17.8 billion won worth of knockoffs followed this roundabout route between January and September.
Experts warned consumers face significant risks because counterfeit products often mimic original packaging. APR highlighted a fake collagen mask that altered only one letter in the name, making detection difficult. The company emphasized that unverified ingredients could cause severe skin reactions.
Criminals are increasingly targeting budget-friendly brands. Last year, Sulwhasoo topped the list of counterfeited labels. In 2025, Manyo knockoffs appeared most frequently, with 952 units seized. Sulwhasoo followed with 812 confiscated items.
In September, Chinese authorities raided a warehouse in Foshan producing counterfeits from five Korean brands. Officials seized 56,000 units, valued at one billion won in genuine retail prices. Observers called it the largest known case involving Korean beauty products in China.
South Korean authorities also arrested a domestic seller importing over 7,000 Chinese-made knockoffs. Consumer complaints regarding skin irritation and suspicious packaging prompted the investigation. Analysts noted this reflects a broader counterfeit surge affecting online markets globally.
In response, companies like Amorepacific are strengthening collaboration with foreign customs agencies and pursuing legal action. Meanwhile, the government plans a new task force in 2026 to protect trademarks and improve border inspections. Officials stressed that coordinated enforcement is crucial to control the counterfeit surge and safeguard consumers, brands, and the K-beauty industry’s international reputation.
