The ugly side of success

How cosmetics innovators Beauty Blender wiped fakes
off Facebook & Instagram



Infringing platforms and marketplaces


Counterfeit products found


Enforcement success rate

The challenge

Founded in 2002, Beautyblender has quickly become a household name in make-up. Following a period of fast growth started to discover people tagging their brand on posts featuring counterfeits of their products on social media. Most of the infringing listings appeared on the most famous social media platforms Facebook and Instagram, an issue currently facing cosmetics brands worldwide.

The solution

Beautyblender staff tried to fix the problem by themselves but soon realized that they could take down only a few infringements each day. They heard about Red Points and, without hesitation, got in touch to learn more. They needed a technical solution to stop all the Beautyblender counterfeits being found on social media, a service Red Points was happy to provide.

The result

Beautyblender has been using Red Points for over a year and more than 88,770 infringement cases have been detected — with a removal success rate of 98.3%. As Shelley Swallow explains, it wouldn’t have been possible to do this work with the support of Red Points’ technology.


Beautyblender was founded in 2002 by acclaimed Hollywood makeup artist Rea Ann Silva. Soon after the launch of their first product, the brand became showered with awards, and Beautyblender has since become a mainstay feature of makeup kits of professionals and amateurs alike.
Cosmetics industry
Bethlehem, USA

Cosmetics Industry

“Red Points is an efficient, smart and transparent company: there’s no fees, there’s no back-and-forth.”

Shelley Swallow,
Director of Trademark & Copyright Compliance at Beautyblender

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A risk to brands and consumers’ health

The American start-up created a product to re-blend and refresh makeup during the day. Unlike traditional makeup sponges, the Beautyblender is hydrophilic, a fancy word that means it’s designed to absorb water. However, counterfeiters weren’t afraid of creating copies and selling them for a much lower price.

The drain of legal action

When Beautyblender realised they had a massive problem that was affecting both their business and customers, they tried to solve it by themselves. Nevertheless, they quickly found out there were thousands of infringements, and they could take down just a few a day. All in all, it was a very time-consuming process and proved ineffective in the battle against fake items.
“At that time, we got in contact with Red Points. After a phone call that helped us to understand the process of validating infringement cases through their platform, we felt extremely relieved. Red Points proved to be the most efficient and cost-effective solution against online brand abuse. That was exactly what we needed”
Only a technological solution can fight a digital problem.

The ROI of brand protection

Beautyblender initially hired Red Points to take down the thousands of infringements; however, they realised that there were more benefits to using Red Points than this. In using Red Points, Beautyblender has saved time, energy and money; as a result, their productivity and their profits have risen. Red Points helps businesses to get rid of human errors with its software’s learning features. In a matter of hours, this efficient and cost-effective solution takes back control of the reputation businesses lose with counterfeit products.
“It wouldn’t been possible to grow so fast having to fix counterfeits products by ourselves”.


Remove Fakes


Online Reputation


Protect Customers

Beautyblender - Cosmetics Innovator

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