AUDRABEAUTY CHAIRMAN CAUTIONS NIGERIANS ON RISING FAKE COSMETICS, CALLS FOR PRODUCT VERIFICATION

AUDRABEAUTY CHAIRMAN CAUTIONS NIGERIANS ON RISING FAKE COSMETICS, CALLS FOR PRODUCT VERIFICATION
Company Says Authenticity and Customer Safety Drive Its Retail Strategy
By prince Benson Davies
The Executive Chairman of http://AudraBeauty.com Limited, Mr. Chukwunwendu Ezike, has called on Nigerian consumers to be more vigilant in checking the genuineness of beauty and skincare products before buying. He said the rise of counterfeit cosmetics in the market is creating serious health and consumer confidence challenges that require collective action from buyers and retailers.

Ezike made the call while speaking on the increasing presence of fake and substandard cosmetics in Nigeria. He noted that while the country’s beauty market is expanding quickly, with estimates now above $5 billion, the growth has also attracted illicit products that put consumers at risk.

According to him, many cosmetics sold in open markets are either counterfeit, adulterated, or lack proper registration with relevant authorities. He said such products often bypass quality checks and expose users to adverse reactions, skin damage and long-term health concerns. He also observed that poorly labelled skincare items continue to circulate despite ongoing regulatory interventions, a trend he said has eroded trust in the sector.

“At http://AudraBeauty.com Limited, we place authenticity, affordability and customer care at the centre of our operations,” Ezike stated. “Our responsibility is to ensure that every customer can access quality, genuine beauty products at prices they can afford, and shop with confidence knowing what they are using is safe.”

He advised consumers to adopt basic verification habits before making a purchase. These include confirming product registration details, checking for available authentication features, inspecting packaging for inconsistencies, and buying only from reputable outlets or authorised distributors. He added that greater product knowledge and prompt reporting of suspected fake items are critical tools in reducing the spread of counterfeits.

Ezike, who is an accountant, entrepreneur, Fellow of the Association of Enterprise Risk Management, and affiliate member of the Society of Cosmetic Scientists, United Kingdom, said AudraBeauty sources its skincare, haircare and personal care brands directly from manufacturers or official distributors both locally and internationally. He said this supply model is designed to guarantee product quality, traceability and safety for customers.

He said the company’s objective is to make authentic beauty products widely accessible to Nigerians who prioritise quality and healthy beauty practices. Through its e-commerce platform and strategically positioned walk-in stores, AudraBeauty aims to provide a trusted retail experience that protects consumers and supports informed buying decisions.