BB Company: Protecting 3 Million Women from Counterfeit Supplements

The Stakes Are Different for Supplements

BB Company sells Provitalize, a probiotic-herb blend for women navigating menopause. Three million women use their products. The real ones are manufactured in US FDA-registered and cGMP-certified facilities and third-party tested for heavy metals, pesticides, microbial contaminants, and allergens. Every capsule has a paper trail. 

None of that applies to the counterfeit versions flooding the internet.

What BB Company Was Dealing With

Fake Provitalize had spread to 82 platforms. Not just the usual suspects like eBay and Alibaba, but Facebook (84 infringing listings alone), Instagram, and a web of standalone sites designed to look official. In total, 121 unique infringers were operating at the same time, with 26 of them relisting repeatedly after being taken down.

The counterfeits were convincing enough to fool customers. But not convincing enough to be safe. Buyers reported receiving white capsules instead of the brand's signature clear ones, bottles without tamper-evident seals, and labels printed at noticeably lower quality. Some had no expiry date. Some had adverse reactions.

BB Company had already published a detailed counterfeit identification guide on their support site, showing customers how to check capsule color, label quality, and packaging details. Their customer service team fielded complaints from people who didn't realize they'd bought fakes from third-party sellers. Trustpilot reviews included stories of customers who purchased through ads on social media and received products that clearly weren't the real thing.

The problem was big enough that BB Company was spending real time on defense. But the infringers were moving faster than any manual process could keep up with.

“BB Company needed a way to detect these infringers and take comprehensive action with speed in order to protect their customers from consuming potentially unsafe products from these infringers.” - Miel Laporga, Senior Marketplace Operations Executive

How Podqi Approached It

The counterfeit landscape for BB Company looked different from a typical fashion or beauty brand. The infringements were concentrated on social platforms (Facebook and Instagram accounted for the bulk) rather than traditional marketplaces. And the most damaging infringers by dollar value weren't high-volume marketplace sellers; they were a handful of standalone sites moving serious product.

Podqi's approach reflected that. Instead of a blanket sweep, enforcement was prioritized by actual harm:

Social platforms first. Facebook's 84 listings were the most visible pipeline funneling customers to fake products. Podqi used direct platform relationships to get content removed at a pace that manual reporting couldn't match.

High-value sites second. The data revealed that a small number of sites accounted for a disproportionate share of infringing revenue. ninelife.jp alone represented over $914,000 in unauthorized value. Podqi's infringer intelligence connected seller activity across platforms, so taking down one storefront didn't just remove one listing; it mapped the entire operation.

Repeat offenders tracked continuously. With 26 infringers relisting after takedowns, one-and-done enforcement wasn't going to work. Podqi's system tracked behavioral patterns across platforms, catching new listings from known bad actors faster each time.

What Changed

$155K in unauthorized revenue blocked. The cumulative revenue protected accelerated sharply in early 2026 as enforcement compounded and repeat offenders ran out of places to relist.

2.2-day median resolution time. For context, most brands working with legacy providers see resolution times measured in weeks, not days.

911 infringements resolved across 226 platforms, with the highest-value takedowns concentrated on:

• ninelife.jp: $914,250 in unauthorized value (2 takedowns)

• vitaboost1.com: $103,194 (50 takedowns)

• vitalpeakss.com: $98,907 (49 takedowns)

• eBay: $58,398 (87 takedowns)

26 repeat infringers identified and tracked, preventing the same counterfeit operations from cycling through new accounts.

63% effective completion rate including 624 stale pending cases that predated the partnership. Excluding those inherited cases, the active resolution rate was significantly higher.

The Bigger Picture

Supplements sit in a category where counterfeiting is a consumer safety issue, not just a revenue issue. A customer who buys a fake hoodie is disappointed. A customer who takes a fake supplement with unverified ingredients, unknown dosages, and no contamination testing is at risk.

That's what makes enforcement speed matter. At 2.2 days from detection to resolution, the window for a counterfeit listing to actually harm someone shrinks dramatically. And with continuous monitoring across 226 platforms, new fakes get caught before they build momentum.

For BB Company, that means their customers can trust that what they're buying is actually what's on the label.