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Fakes on Facebook & Instagram

How Beautyblender got rid of them with Red Points

The ugly side of success

A look into Beautyblender's fight against counterfeit


Beautyblender's case at a glance

The Challenge

Founded in 2002, Beautyblender is an unique brand which has quickly become a household name. The American start-up company that has experienced a fast growth since their beginning found out some people were tagging their brand in some fake products in social media. Most of the infringing listings appeared on the most famous social media platforms Facebook and Instagram.

The Solution

The American company tried to fix the problem by themselves, but they soon realised that they could just take down a few infringements a day. They heard about Red Points and without any hesitation got in contact. They needed a technical solution to stop all the Beautyblender counterfeits being found on social media.

The Result

Beautyblender has been using Red Points for almost a year and more than more than 19,700 infringement cases have been detected — with a removal success rate of 90%. As Shelley Swallow explains, it wouldn’t have been possible to do this work with the support of Red Points’ technology. .

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Beautyblender brand protection is now efficient and cost effective

100+ Marketplaces found selling counterfeits
17,800+ Infringing products removed
90% Brand protection effectiveness

Counterfeits on social media

To experience such fast growth in a small start-up brand is always an incredible, fulfilling and empowering journey. However, when you realise your unique product has been copied and people can buy these counterfeits easily on Facebook and Instagram, you feel lost. Beautyblender decided to hire the technological solution to their digital problem, a step they recommend to anyone selling cosmetic products online .

“It wouldn’t been possible to grow so fast having to fix counterfeits products by our own.”


Director of Trademark & Copyright Compliance at Beautyblender

Easy to use and great onboarding experience

When Beautyblender chose Red Points as the ultimate tech solution to their counterfeit problem, they did not imagine the onboarding would be so easy. After a phone call which walked them through the process of validating infringement cases through Red Points platform , they realised the SaaS solution was a time, energy and money saver.

Delivering clear, visual updates in real-time

Red Points identifies all your IP assets online by matching an advanced keyword monitorings system with an image recognition feature. As Beautyblender’s Copyright & Trademark Infringement Manager, Shelley can control and monitor infringement removals through Red Points’ visual dashboard. This gives her peace of mind by automating the detection and removal processes of the brand protection activities, while giving her team full information of the entire IP protection process.


Beautyblender was founded in 2002 by the makeup artist Rea Ann silva. After 3 years, it was launched with Victoria’s Secret; its first retailer, and after 6 years with Sephora. Since then, they won a heap of awards!

Industry: Cosmetics
Headquarters: Bethelem, PA
Used Features: Anti-Counterfeit
Where: Worldwide

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


Director of Trademark & Copyright Compliance at Beautyblender

Download the business case in PDF and know the complete story of success

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