When it comes to the beauty industry, not everything that glitters is gold.
A flood of new treatments and trends are circulating through social media. More and more people are putting their bodies and bank accounts on the line, trying relatively new and often unregulated procedures performed by unlicensed practitioners who may have no medical expertise and little training.
From the widespread use of injectables like Botox, to the rising popularity of hair transplants or veneers, as the market is flooded with new cosmetic products and services, people are at risk of being swindled and left with the physical and emotional scars of botched procedures.
While all forms of fraud are hellish, when it comes to beauty scams it is people’s bodies which bear lasting damage. We have heard from consumers about some shocking cases of beauty procedures going wrong.
There have been suggestions of a government clamp down on unauthorised cosmetics treatments and providers – see the Health and Care Act of 2022 – new liscencing rules and industry regulations have yet to come into effect.
In this article, we take a deep dive into the craze for cosmetic procedures, the common false claims circulating, and how to spot the red flags.
The cosmetics craze
Plastic surgery and other cosmetic procedures were once considered the reserve of the rich and famous. That was before the rise of injectables: Botox, dermal filler and all manner of other substances which can be applied without the need for surgery, or the time and cost associated with more invasive procedures.
In 2019 the BBC reported that almost half of millennial women they asked said that having a cosmetic procedure was like having a haircut. In 2022, the British Association of Aesthetic Plastic Surgeons (BAAPs) found that demand for Botox treatments rose 124 per cent since the year before. According to Policy Bee, around 11% of the UK population underwent an aesthetic treatment in 2023.
These figures show an explosion of demand for cosmetic procedures which has been driven, not only by the invention of new treatments but hordes of social media influencers cashing in on sponsorship by beauty brands.
Whether it’s laser skin treatments, fat dissolving injections, dermal fillers, or microneedling, non-surgical cosmetic “tweakments” are commonly marketed as non-invasive and low-risk. As well as costing much less than surgery, many procedures can be done in a lunch break and delivered by people with minimal training.
Because the effects of these aesthetic procedures are often temporary, there is greater consumer confidence in trying them out. However, there are many potential dangers and risks: including infections from dirty needles and serious allergic reactions.
The case of Alice Webb, a 33-year-old woman and mother of five, who died after a liquid BBL (Brazilian Butt Lift), tragically highlights how so-called “non-invasive” procedures can go seriously wrong and pose fatal risks to healthy people.
The recent Hollywood blockbuster The Substance explores the horrifying potential of botched beauty procedures. While the horrifying treatment the film centres on is entirely fantastical, it reflects and responds to a harsh and ugly reality.
Beauty scams
From Botox to beauty creams, the beauty industry is estimated to have generated £24.5bn in the UK. This boom has opened the floodgates for beauty scams.
Beauty scams come in various forms, but they generally share a common goal: to deceive consumers into spending their money on products or services that either do not work or do not exist. From counterfeit products to misleading marketing tactics, consumers must be vigilant to avoid falling prey to pressure-selling tactics and false promises.
Counterfeit Products
Perhaps the most notorious of beauty scams, counterfeit products mimic popular brands but often contain harmful ingredients. These products can be found in unauthorized retailers or online marketplaces, and they pose significant risks to health and skin.
Fake Reviews and Testimonials
With the rise of e-commerce, fake reviews have become a common tool for scammers. They create false testimonials that exaggerate the effectiveness of a product or service. This can mislead consumers into making purchases based on fabricated success stories.
Subscription Traps
From night creams to collagen supplements, some beauty brands offer subscription boxes promising exclusive products or discounts. However, many consumers find themselves enrolled in ongoing subscriptions that are difficult or impossible to cancel – leading to large unexpected charges.
If you find yourself in this position, check out our guide to subscription traps and uncancellable contracts.
Influencer Endorsements
Many beauty influencers are paid to promote scams or will promote a product they have never even tried themselves. Unscrupulous brands may pay influencers to endorse subpar products, misleading their followers in the process.
Miracle Claims
Many products being promoted on social media claim to offer miraculous results – like instant wrinkle removal, fat dissolving, or overnight acne cures. These claims are clearly too good to be true – but create temptation for people struggling with their physical and mental health. Many of these outrageous claims are backed by minimal or flimsy “scientific” evidence designed to exploit consumers’ hopes and insecurities.
How to protect your body and bank account
If you find yourself considering having a beauty procedure you should ensure that your eyes are wide open to the risks. While there may well be more stringent regulation of aesthetic services in the future, stricter liscencing laws have yet to come into effect.
By arming yourself with knowledge and adopting cautious purchasing habits, you can navigate the beauty landscape with confidence and proactively safeguard yourself from scams.
Do your own research
Even if a product or treatment seems like the miracle you’ve been searching for, you must seek out credible advice and reviews from verified buyers before purchasing a product or service so you can have reasonable expectations.
Specifically seek information about the risks and complications associated with the procedure, what aftercare and follow up is offered, recovery times and how long the treatment lasts.
Make sure you go beyond the website of the company or salon. Don’t just look for what you want to hear – seek the advice of official medical organisations, industry bodies and professional associations, such as the British Association of Cosmetic Nurses (BACN), the British Association of Dermatologists or the British College of Aesthetic Medicine (BCAM).
Verify the authenticity of a product or practitioner
Purchase beauty products only from authorised retailers or the brand’s official website. When someone is offering “aesthetic services”, you should find out what their professional background is – what qualifications or training do they have? How long have they been in business and how many times have they carried out the specific procedure?
Google reviews and sites like Treatwell will show reviews from others who have the treatment or procedure. See how many others have had the procedure and what their feedback is.
Websites like Trustpilot or consumer advocacy groups can provide insights into the effectiveness of a product or treatment, as well as a salon or company’s reputation.
Make sure you know how to spot a fake review – as these are commonly used by scammers to deceive potential customers.
Watch out for red flags
If a deal seems too good to be true, it probably is. Be wary of products with extravagant claims or those that pressure you into making a quick purchase. Special offers can act as bargain traps – making us pay for something without thinking it through fully.
Legitimate brands, beauticians and wellness professionals will take the time to educate prospective clients about their products and services – and would not want you to pay for a treatment that is not right for you.
Be skeptical of influencers
While many influencers share valuable information, you should always question the authenticity of their endorsements. Look for transparency in sponsorships, and consider seeking reviews from unbiased sources.
Educate yourself on ingredients
Familiarizing yourself with common ingredients in beauty products and their effects will help you avoid scams that promote harmful or ineffective substances.
Know your rights
In the UK, anyone receiving a beauty treatment – whether a haircut or non-surgical cosmetic procedure – has rights under the Consumer Rights Act 2015, the Consumer Safety Act, and other legislation.
Familiarise yourself with your rights when it comes to beauty treatments and cosmetic procedures.
If you believe you’ve been a victim of a scam, report it to your bank, consumer protection agencies or online platforms. You can contact Action Fraud online at actionfraud.police.uk or by calling 0300 123 2040.
If you have any thoughts on this topic, or any other consumer issues you would like us to cover, feel free to get in touch with us at support@resolver.co.uk.