Gudai Global Steps Up Efforts to Eradicate K-Beauty Counterfeits... Reinforcing Measures from Manufacturing to Distribution

Crackdowns on Counterfeit Factories in China
Cooperation with Customs in Over 30 Countries for Comprehensive Countermeasures


Real-Time Detection of Online Counterfeits Using AI
Stronger Legal Enforcement Against Sellers

Gudai Global announced on October 6 that it is strengthening its response system at every stage of manufacturing, customs clearance, and distribution to combat the spread of counterfeit K-beauty products.

Gudai Global, which operates Beauty of Joseon, TIRTIR, and SKIN1004, established an internal IP (intellectual property) task force in 2024 in response to the growing number of "dead copy" products—counterfeits that precisely imitate genuine products—and imitation items that alter brand names, following the rising popularity of K-beauty.

Gudai Global's IP team is conducting genuine product identification training for customs officers. Provided by Gudai Global

At the manufacturing stage, the company collaborates with local investigative agencies and enforcement authorities in China, where counterfeit production is concentrated, to track down and crack down on manufacturing plants and storage warehouses. Detected counterfeit products are seized and destroyed, and the company pursues both criminal and civil lawsuits. The number of crackdowns in the first half of this year surpassed half of last year’s total annual achievements.

For customs clearance, Gudai Global has registered trademarks with customs authorities in over 30 countries, including Korea, the United States, the European Union (EU), China, Japan, the United Arab Emirates (UAE), and major Southeast Asian nations, and has set up a notification system for suspicious items. The company also conducts brand identification training to help local and overseas customs officers distinguish authentic from counterfeit products.

At the distribution stage, Gudai Global works with AI specialists to detect and report counterfeit sales links across global e-commerce platforms and social media in real time. In the first half of 2026, the number of reports and link deletions increased by 25% and 31%, respectively, compared to the previous year. The company is also intensifying legal actions, such as seeking to suspend seller accounts and claim damages through "Schedule A" lawsuits in U.S. federal courts.

Offline, Gudai Global carried out joint crackdowns with local enforcement agencies in key wholesale and retail markets, including Dubai, UAE, and implemented an O2O (online-to-offline) crackdown model that reverse-tracks online sales data to identify actual logistics warehouses. This model was adopted in Malaysia and on major domestic platforms.

A Gudai Global spokesperson said, "Counterfeit products not only damage brand trust but can also threaten consumers’ skin health due to unverified ingredients. We will continue to reinforce our response at every stage from manufacturing facilities to final sales channels."

This content was produced with the assistance of AI translation services.