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Beauty brands are scaling faster than ever, but with growth comes greater exposure to counterfeiters, copycats, unauthorised sellers and brand impersonation. In this article, we explore 5 practical steps brands can take to move from reactive enforcement to proactive brand protection — from embedding protection into the NPD lifecycle and safeguarding innovation before launch, to monitoring social commerce, prioritising high-risk threats and protecting consumer trust. The blog also outlines seven key questions beauty brands should ask when choosing a brand protection provider.