Wang, YujiaoDavies, GaryDerbyshire, JamesUllah, Farid2025-04-032025-04-032025-04-21Wang, Y., Davies, G., Derbyshire, J., & Ullah, F. (2025). Why ignore expiry dates on cosmetics? A qualitative study of perceived risk and its implications for cosmetics producers and regulators, Risk Analysis, vol(issue), pages. https://doi.org/10.1111/risa.700400272-433210.1111/risa.70040http://hdl.handle.net/10034/629339This is the peer reviewed version of the following article: [Wang, Y., Davies, G., Derbyshire, J., & Ullah, F. (2025). Why ignore expiry dates on cosmetics? A qualitative study of perceived risk and its implications for cosmetics producers and regulators, Risk Analysis, vol(issue), pages], which has been published in final form at [https://doi.org/10.1111/risa.70040]. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.Consumers often use cosmetics long after their expiry date, despite the health risk. This paper aims to understand why and to suggest policy changes that can promote safer practices in cosmetics use. This is the first study to investigate risk perception in relation to expired cosmetics. Thirty-three semi-structured interviews with both cosmetics users and employees of cosmetics companies were conducted in the UK and China. Perceived risk theory was found to be a useful analytical lens. Eight risk factors emerged from the data, including two not previously identified. Combinations of risk were also found to be valuable in explaining consumer attitudes to cosmetic expiry dates, which suggests that perceived risk factors interact with each other to create an emergent perception of risk, requiring an integrated understanding. While physical, performance and self-brand connection risk can promote adherence to an expiry date, other risk factors such as financial and social risk can override such concerns, leading to the expiry date being ignored. Implications for suppliers’ and regulators’ policies and risk-communication strategies are identified that may help reduce the risks being taken by cosmetics users.https://creativecommons.org/licenses/by-nc-nd/4.0/CosmeticsPublic HealthExpiry DatePerceived Risk TheoryPublic PolicyArticle1539-6924Risk Analysis