The Executive Chairman of AudraBeauty.com Limited, Mr. Chukwunwendu Ezike, has urged Nigerians to take a more active role in protecting themselves from counterfeit beauty products by verifying the authenticity of cosmetics before making purchases.

Speaking on the growing circulation of fake and substandard cosmetics in Nigeria, Ezike stressed that consumers have a crucial role to play in reducing the spread of counterfeit products by buying only from trusted retailers.

He noted that Nigeria’s cosmetics and beauty market, now valued at over $5 billion and expanding rapidly, offers enormous opportunities but also presents significant challenges for consumers seeking genuine products.

According to him, a large percentage of cosmetics available in open markets remain fake, adulterated, or unregistered, exposing unsuspecting buyers to serious health risks.

Ezike warned that counterfeit products and improperly labelled skincare products continue to circulate widely despite regulatory efforts.

He said prolonged use of such products has been linked to skin damage and the loss of consumer confidence in the beauty industry.

“At AudraBeauty.com Limited, authenticity, affordability, and customer care are at the heart of everything we do,” Ezike said. “We are committed to providing customers with high-quality, authentic beauty products at affordable prices, giving them peace of mind with every purchase.”

He advised customers to always check product registration details, verify authentication features where available, examine packaging carefully, and patronise reputable beauty stores and authorised distributors.

Ezike also encouraged consumers to become more informed about the products they use and to report suspected counterfeit products whenever they encounter them, noting that increased consumer awareness remains one of the strongest weapons against counterfeiters.

The AudraBeauty chairman, an accomplished accountant, entrepreneur, Fellow of the Association of Enterprise Risk Management, and affiliate member of the Society of Cosmetic Scientists, United Kingdom, said the company sources locally and internationally recognised skincare, haircare, and personal care brands directly from manufacturers or official distributors to guarantee quality and authenticity.

“Our mission is to make genuine beauty products easily accessible to individuals who value quality and healthy beauty choices,” he said. “Through our online platform and strategically located walk-in stores, we are committed to helping customers shop with confidence and enjoy safe, authentic beauty products.”