According to the 2025 State of the Fake report just published by New York-headquartered Entrupy, Louis Vuitton is the most counterfeited luxury brand worldwide.

Entrupy specialises in using artificial intelligence (AI) and machine learning to authenticate luxury goods, including handbags and top-of-the-range sports shoes. By scanning microscopic details, its system aims to help businesses and consumers verify authenticity, combat counterfeiting and also build trust in the resale market.

Entrupy’s key customers span a wide spectrum of businesses operating in both the luxury and resale sectors and it is an official authentication provider for pre‑owned luxury handbags sold on the TikTok Shop, collaborating with the platform to instill trust in resale goods. It is also  integrated into resale operations like Sellier, a curated resale platform, and luxury vintage boutiques such as Wyld Blue. In addition, its powers authentication for ShopGoodwill.com across 125 US e‑commerce departments. Beyond resale, Entrupy supports broader retail and brand needs, serving retailers, pawnshops, brands, wholesalers and even government agencies, to reduce returns fraud and ensure product authenticity across retail channels.

Based on proprietary data drawn from hundreds of thousands of AI‑powered product evaluations of luxury items and resale goods, the 2025 State of the Fake report reveals that counterfeiting remains entrenched and is also evolving at troubling speed and level of sophistication

Following Louis Vuitton, brands such as Gucci, Chanel, Prada, Dior, Goyard, Givenchy, Loewe and Saint Laurent occupy the list of most faked labels, with Prada alone seeing 14.4% of its scanned handbags flagged as counterfeit or ‘unidentified’ items.

Despite a modest drop in the counterfeit rate from 8.9% in 2023 to 8.4% in 2024 for handbags and sports shoes the absolute volume of fakes has not declined. In 2024, Entrupy’s scanning operations surged by millions of products in the USA alone, revealing an expanding counterfeit economy rather than a contracting one

The USA submitted roughly $640 million in items to Entrupy for authentication, with counterfeit goods within that volume representing around $61 million in value.

Entrupy’s CEO Vidyuth Srinivasan observes that tomorrow’s counterfeiters will further capitalise on economic pressures such as high tariffs that place luxury goods out of reach for many consumers. Many buyers are now turning to items on TikTok or other social platforms which are sometimes marketed as direct factory surplus, when in reality they are high‑quality fakes.

www.entrupy.com