In Malaysia, the beauty market is growing rapidly. However, there are people who gain profits by selling fake cosmetics. Consumers, especially women, still buy it although they aware that the cosmetics are fake. Thus, this study aims to investigate the behaviour of purchasing fake or counterfeit beauty products in women using the 4Ps of the marketing mix theory. This research also aims to identify among the 4Ps, which of the factor contributes the most to the counterfeit beauty products purchasing behaviour among women.