The threat of imitation is constantly present as consumers who are not well informed about the brand may purchase counterfeit goods online or via a third party. This could lead to unintended negative word-of-mouth from consumers, whom preceive themselves using the original products.

The beauty industry is also highly competitive as there are countless brands readily available for consumers to choose from. These products do range from mass production to premium and exclusive selections. To gain new market share from consumers, whom are already loyal to their preferred brands will be challenge to all companies across the industry.