The term “fake it til you make it” does not apply to beauty or wellness products.

The Personal Care Products Council (PCPC) launched a public awareness campaign with a simple goal: to help consumers feel as confident at checkout as they do after using their favorite beauty products, said the organization.

The “Buy No Lie” campaign kicks off right before the holiday season, when unsuspecting shoppers are often most vulnerable to counterfeit purchases.

Through a coordinated digital day of action, social media influencers, nonprofits, government agencies and association partners are joining forces to equip consumers with the tools they need to recognize counterfeit cosmetics and personal care products prior to purchasing them.

“Counterfeit beauty products threaten our industry’s reputation, but more importantly, they endanger consumers and devalue the billions invested in research, safety and innovation,” said PCPC President and CEO, Tom Myers. “That’s why we will continue to raise awareness and champion smart legislative solutions, such as the SHOP SAFE Act, to protect consumers’ health and well-being.”

Fake products can expose consumers to potentially harmful substances and undermine consumer confidence in the legitimate beauty industry.

“By taking a moment to check before checkout, shoppers can make smart, safe choices that help protect their safety and hard-earned money,” said Myers.

“Counterfeit beauty products often hide in plain sight, disguised as irresistible deals in packaging that looks nearly identical to safe and trusted brands,” said Tesia Williams, Executive Vice President of Public Affairs and Communications at PCPC. “As holiday shopping ramps up, it’s important to equip consumers with the tools to spot fakes and shop safely online. Public education is the first step to staying safe, and this campaign underscores our industry’s commitment to protecting consumers.”

Learn more about the campaign and how to get involved at BuyNoLie.com.