Skincare brand BodyBlendz has been accused by multiple parties of using others’ imagery without consent, with one accuser saying some images may have been made using AI and calling for stronger protections for creatives.
Sydney-based photographer Lucy Alcorn alleges that several promotional images posted to BodyBlendz's Instagram account were copied from photos she shot for another skincare brand, Luna Bronze, possibly using AI. Alcorn said the model's face had been shifted, but that the image remained 70 to 80 per cent her original work.
Luna Bronze co-founder Maddy Balderson told ABC News Breakfast that a single shoot could cost the brand $30,000 to $50,000, a significant investment for the small business. "It's unfair," she said. "It's not just the dollars we spend on the shoot; it's the time. They've skipped making that investment, that creative time."
BodyBlendz, which was once promoted by Kim Kardashian on Instagram, has also been accused by UK sunscreen brand Stil Suncare of using images similar to its own, while Married At First Sight participant Martha Kalifatidis has claimed the brand used her picture without consent. Stil Suncare founder Tash Hagan said she was “genuinely mind-blown” by a social media post that appeared to include an AI-generated face resembling her own.
The company did not respond to multiple requests for comment from ABC News Breakfast. After Hagan voiced her concerns publicly, BodyBlendz removed the post and several others, including the post allegedly copying Alcorn's work. The brand later responded to a private Instagram message from Hagan's friend, saying it had been unaware and was “genuinely sorry imagery from your friend's original post appears to have been used”. The message said the brand respected the work behind the original content and would speak to its marketing team to prevent it happening again.
Neither Alcorn nor Hagan pursued legal action, saying the costs involved were too high compared with potential compensation. Alcorn said Australia needed a small claims court to handle cases brought on by the surge in AI-generated content. University of Melbourne Associate Professor of Law Jason Bosland agreed, saying simplified enforcement mechanisms would help uphold rights such as copyright.
The federal government is consulting on options for future copyright changes, as Prime Minister Anthony Albanese plans to tackle copyright issues via a national AI framework. A spokesperson for Attorney-General Michelle Rowland said the government was “continuing to consult with creators, media organisations and AI companies on a range of options to ensure any future copyright changes deliver meaningful control and fair compensation”.
Balderson also raised concerns about AI imagery potentially misleading beauty consumers, saying brands should be able to use real models if they stand behind their products. Alcorn said AI could side-step human creativity and described the collaborative effort of shoots, from preparation through to post-production, as “kind of a slap in the face to our whole industry”.
Analysis
Why This Matters
- The allegations highlight how AI tools may enable businesses to bypass the creative and financial investment of original imagery, threatening the livelihoods of photographers, makeup artists, stylists and other crew.
- Small businesses and sole traders face high legal costs that discourage them from pursuing copyright claims, even when infringement is clear.
- The case comes as the Australian government considers updating copyright laws for the AI era, with creator groups seeking stronger protections.
Background
The surge in AI-generated content has made it harder for photographers to protect their work, as AI tools can replicate or alter existing images with minimal effort. Australia is positioning itself as a leader in AI safeguards, with Prime Minister Anthony Albanese planning to address copyright through a national framework. A leaked proposal has raised concerns that the government may change copyright laws to the detriment of creators.
Key Perspectives
Lucy Alcorn (photographer): Alleges BodyBlendz copied her images, possibly using AI, and says the ease of doing so makes her online portfolio feel vulnerable. She wants a small claims court to handle such cases.
Maddy Balderson (Luna Bronze co-founder): Calls the practice unfair, emphasising the time and money invested in original shoots and the risk that AI imagery misleads consumers.
Tash Hagan (Stil Suncare founder): Describes being "genuinely mind-blown" that an AI-generated face resembling hers appeared in a BodyBlendz post.
BodyBlendz (via Instagram DM): Apologised, said it was unaware of the copying, and promised to speak to its marketing team.
Jason Bosland (Associate Professor of Law, University of Melbourne): Supports introducing small claims courts to simplify enforcement of rights like copyright and defamation.
Attorney-General's Department spokesperson: Says the government is consulting on options to give creators "meaningful control and fair compensation".
What to Watch
- The timeline and details of the government's national AI framework and any copyright law changes.
- Whether the introduction of a small claims court for intellectual property gains political support.
- Potential further accusations against BodyBlendz or similar cases that may set precedents for AI-related copyright enforcement in Australia.
Checked
12 claims in this story checked against 1 source: 11 supported.
Show each claim
- SupportedBodyBlendz has been accused of using AI to copy competitors’ imagery.Latest business news: “Skincare brand accused of using AI to copy competitors' imagery.”
- SupportedPhotographer Lucy Alcorn says the case shows Australia needs stronger protections for creatives after alleged misuse of original work.Latest business news: “One of its accusers, Sydney-based photographer Lucy Alcorn, believes the case demonstrates Australia needs stronger guardrails to protect creatives against a deluge of AI-generated content.”
- SupportedAlcorn alleges promotional images on BodyBlendz’s Instagram were copied from photos she shot for Luna Bronze, possibly using AI.Latest business news: “Ms Alcorn alleges several promotional images that appeared on BodyBlendz's Instagram account had been copied from images she shot for another skincare brand, Luna Bronze, possibly using AI.”
- SupportedAlcorn said the model’s face had been shifted.Latest business news: “"Especially, the model's face has been shifted," she said.”
- SupportedAlcorn said the image was 70 to 80 per cent her original work.Latest business news: “"You can see that it's 70 to 80 per cent my original image. I don't think it would be worth the retoucher's time to do that."”
- SupportedBalderson said a single shoot could cost Luna Bronze $30,000 to $50,000.Latest business news: “Luna Bronze co-founder Maddy Balderson told ABC News Breakfast that a single shoot could cost the brand $30,000 to $50,000 — a large investment the small business had to carve out every year.”
- SupportedBalderson said, “It's unfair,” and that the brand had skipped the investment and creative time involved in a shoot.Latest business news: “"It's unfair," she said. "It's not just the dollars we spend on the shoot; it's the time. They've skipped making that investment, that creative time."”
- SupportedStil Suncare accused BodyBlendz of using images similar to its own.Latest business news: “A UK sunscreen brand has also accused BodyBlendz of using images similar to its own”
- SupportedMartha Kalifatidis claimed BodyBlendz used her picture without consent.Latest business news: “an Australian reality TV star has claimed BodyBlendz used their picture without consent.”
- SupportedHagan said she was “genuinely mind-blown” by a post that appeared to include an AI-generated face resembling her own.Latest business news: “In a statement, Stil Suncare founder Tash Hagan said she was "genuinely mind-blown", and particularly thrown by the fact BodyBlendz's social media post appeared to include an AI-generated face with an uncanny resemblance to her own.”
- Partly supportedThe company did not respond to multiple requests for comment from ABC News Breakfast.Latest business news: “BodyBlendz has not responded to multiple requests for comment from ABC News Breakfast.”
- SupportedAfter Hagan raised her concerns publicly, BodyBlendz removed that post and several others, including the one allegedly copying Alcorn’s work.Latest business news: “After Ms Hagan voiced her concerns publicly on social media, BodyBlendz removed the post and several others, including the post allegedly copying Ms Alcorn's work.”