Consumers across the UK lost almost £50,000 to beauty-related scams in 2025, with fraudsters targeting demand for cosmetic treatments such as botox, lip fillers and collagen injections, as well as counterfeit makeup and perfumes.
Data released by major bank Santander shows that a total of £49,846.32 was stolen by beauty scammers last year, with victims losing an average of £227 each.
The bank said the figures highlight a growing problem for the beauty and aesthetics sector, as criminals increasingly exploit social media and online platforms to promote fake products and non-existent treatments.
According to Santander, scams ranged from counterfeit cosmetics to fraudulent offers for injectable procedures and other aesthetic treatments.
Fraudsters commonly used influencer-style content and heavily discounted deals to lure victims, before moving conversations into private messaging apps to request payment by bank transfer or payment link.
Social media played a major role in the scams, with 33% taking place on Facebook and 25% on Instagram. Other platforms used by fraudsters included Snapchat, TikTok and WhatsApp.
Santander’s research found that women were disproportionately affected, accounting for 68% of victims, compared with 32% of men. While losses dipped slightly to £13,442.98 in the third quarter of 2025, the bank said overall figures for the year remained concerning.
Michelle Pilsworth, head of UK fraud at Santander, said the rapid growth of the beauty and aesthetics market had made it an attractive target for criminals.
“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,” she said.
“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.”
The Cosmetic Toiletry & Perfumery Association (CTPA) also warned that counterfeit beauty products and fraudulent online sellers pose serious risks to consumer safety and trust in the industry.
Dr Emma Meredith OBE, director general of the CTPA, said: “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.”
She added that fake and illegal products not only endanger consumers but also undermine confidence in legitimate beauty brands and professionals.
The CTPA urged consumers to remain cautious when purchasing beauty products or booking treatments online, particularly when faced with unusually low prices, flash-sale promotions or sellers that cannot be verified through official brand websites.
For professional beauty businesses, the findings underline the importance of consumer education, transparency and trust, as well as the need to distinguish legitimate, regulated services from the growing number of online scams targeting the sector.
