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Digital scams in the beauty sector: why they surge before major dates

branddi · Published on March 30, 2026 · Updated on April 10, 2026

What if the biggest risk for your brand wasn't in the competition, but in the increase in customers on commemorative dates? digital scams in the beauty sector have been growing precisely at times when brands invest most in customer acquisition.

Dates such as Mother's Day and Valentine's Day concentrate emotion and urgency. For scammers, this means the perfect combo. The increase in searches for gifts and the speed of purchasing decisions reduce the level of consumer attention.

If you want to understand more about how to protect your brand in this scenario, check out the complete guide below!

What period of the year do the most digital scams occur in the beauty sector?

The highest volume of online scams in the beauty sector occur in the first half of the year, with a peak concentrated in the period before Mother's Day. Branddi data shows that the initial months concentrate more scam reports than the rest of the calendar.

In 2025, May was the epicenter of digital scams. In a sample of nine beauty brands analyzed, the month recorded 43% more scams than the average of the previous months of the first half, reaching the highest volume of occurrences of the year (index 100). volume of traffic, urgency of purchase and greater exposure of brands online, factors that facilitate the actions of fraudsters.

What are the most common digital scams?

Most occurrences follow patterns already mapped by reports of scams in the beauty sector:

Fake websites and cloned domains

Criminals create virtual stores identical to official pages to capture payments and personal data. The Anti-Phishing Working Group has identified more than 1 million active phishing pages by 2025, showing the global scale of this type of scam.

Deceptive ads using brand name and identity

Scammers use paid media and sponsored ads to direct users to fraudulent pages. A recent study by Gen Digital pointed out that almost 31% of ads analyzed on major social platforms were linked to scams, phishing or malware, highlighting the massive use of advertising for scams.

Fake profiles on social networks promoting “promotions unmissable”

Fake profiles simulate official accounts to advertise unrealistic discounts and collect payments or data. FTC reports show that scams initiated online have generated more than US$3 billion in annual losses, with social networks among the main points of origin.

Marketplaces and opportunistic sellers exploiting the Confusion

Scams also appear in multi-seller environments, where misleading offers are mixed in with legitimate advertisements. Global studies indicate that around 3% of annual e-commerce revenue is lost to scams, many associated with online transactions and untrustworthy sellers.

What is the impact for brands?

The greater the exposure in ads, searches and social networks, the greater the opportunity for scammers to exploit customer demand. Therefore, digital shielding needs to be active just before consumption peaks.

Wasted media budget

Whenever scammers advertise using the brand name, the company starts to compete for the same space in the advertising auction.

The result is an artificial increase in media costs. Globally, retailers already lose between 2.4% and 4.6% of online revenue to digital scams, a figure that includes indirect expenses linked to traffic acquisition.

Loss of consumer trust

Scams impact brand perception, even when the company is not responsible for the scam. Research shows that 64% of consumers have a negative view of the brand after an incident of scam, and 38% stop purchasing completely after experiences of this type.

Increase in complaints and reputational noise

Scams generate negative reviews, public complaints and pressure on customer service. Studies on online reputation indicate that negative reviews can cause companies to lose up to 30% of potential customers.

Contamination of the brand's digital references

Fraudulent links, ads misleading and fake pages start to circulate alongside legitimate results, confusing algorithms and users.

Increased risk in AI-mediated environments

AI-based systems organize responses from multiple online sources. If fraudulent content gains volume or engagement in consumer searches, it increases the chances of appearing as a valid digital reference.

How important is digital protection?

In the beauty sector, the pre-season period is when the brand is most visible and, at the same time, most vulnerable. See how online brand protection strategies can be useful:

Protects consumer trust

Scams associated with a brand directly affect public perception, even when the company is not responsible for the scam.

A global study showed that 64% of consumers have a negative view of the brand after a scam incident, and 38% stop purchasing completely after the experience.

Revenue protection and prevention of invisible losses

Digital scams generate financial impacts on online commerce. Studies from Juniper Research estimate that the global value of e-commerce scams reached US$44.3 billion in 2024 and could reach US$107 billion by 2029, showing the scale of risk for digital brands.

Early detection in periods of high exposure

Market data shows that attacks increase as the volume of digital transactions and promotional campaigns grows. Without monitoring, brands often discover the problem only after complaints or financial losses.

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