Intellectual Property: SafeGlam
Source: gov.uk (2025-02-11)

From personal experience to SafeGlam: Why business graduate Giorgia Flora Aloi chose to launch a platform to educate consumers about counterfeit goods.

Giorgia Flora Aloi is a business graduate, who recently completed her Master’s in Applied Imagination at Central Saint Martin’s. During this time, she investigated the growing issue of counterfeit beauty products sold on social media platforms. For her final project, Giorgia developed SafeGlam (https://safeglam.squarespace.com/) – an online learning platform which educates consumers on the dangers of counterfeit cosmetics and how to identify them.

Giorgia’s inspiration came from a personal experience. She and her sister both unknowingly purchased a foundation from Kiko Milano from a social media marketplace. Upon opening the product, Giorgia immediately recognised it was fake due to the product being overly oily and carrying a strong smell. Following this, Giorgia’s mother suffered an allergic reaction after applying to her skin. This experience sparked her interest in counterfeit cosmetics, particularly the harmful and unregulated ingredients often found in these products.

Finding support for SafeGlam

Determined to move forward with SafeGlam, Giorgia realised she needed credible insights to:
- Understand the broader impact of counterfeit beauty products.
- Ensure the platform’s content was accurate, reliable, and impactful.
During her research, Giorgia discovered the Intellectual Property Office’s (IPO) ‘Choose Safe, Not Fake’ campaign (https://www.a-cg.org/consumer-advice/safe-not-fake), which focused on counterfeit beauty and hygiene products. After reaching out to the IPO’s Enforcement team, Giorgia was guided to valuable research and resources that strengthened the evidence behind her project. Credible information from trusted sources, such as government departments, gave her platform the authority and reliability needed to connect with users effectively.

The impact of SafeGlam

With the support of verified insights, Giorgia created a clear, engaging and impactful platform that raises awareness of counterfeit beauty products. SafeGlam contributes to a fundamental objective of the IPO Counter-Infringement Strategy. This is to educate consumers about the risks of fakes and how to spot them, to prevent the spread of dangerous counterfeit goods.

The IPO recognises that supporting initiatives like SafeGlam helps strengthen critical messages to reach new audiences. Giorgia’s peer-to-peer approach effectively connects with younger consumers, making education on counterfeit products more relatable and effective.

What’s next for Giorgia and SafeGlam?

“SafeGlam is stepping into the future with a clear mission: educate, empower and protect beauty enthusiasts around the world. Through podcasts, educational videos and partnerships we’re building a stronger, more informed community. This paves the way for a safer, smarter and more transparent beauty world”- Giorgia Flora Aloi

Take Action

Visit SafeGlam (https://www.safeglam.co.uk/) today to learn about the dangers of counterfeit beauty products and explore the IPO website for information on the effect of counterfeit goods (https://www.gov.uk/government/publications/meta-counterfeit-and-piracy-campaign/the-effect-of-counterfeit-goods).