How Laneige is taking on Temu counterfeiters

7 months ago 26

Laneige, the TikTok-famous K-beauty brand owned by Amorepacific, has a counterfeiting problem.

A few weeks ago, a quick search for the brand’s top-selling Lip Sleeping Mask on Temu returned hundreds of listings selling counterfeit Laneige products for a fraction of the $24 MSRP of the popular lip balm. Today, thanks to a multi-pronged effort by the brand, a new consumer-facing counterfeit reporting website and the enlistment of vendors diligently reporting fakes for site removal, fakes on Temu have all but disappeared.

Julien Bouzitat, U.S. general manager of Laneige and Innisfree, told Glossy that the rise in cheap lookalikes sold on marketplace sites has grown over the past three years and has sharply followed the rise of the brand’s overall popularity. Counterfeiters appear to be most focused on classic and limited-edition flavors of the cult lip balm, as well as the brand’s Water Sleeping Mask face moisturizer.

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