Some care about the superficial "fakeness" - the dyed hair, the contact lenses, the fake nails, depilation, hair gel, push up bras, plastic surgeries... But more than this, people should concern themselves with internal fakeness - the falseness that a photo from three years ago won't show...
Pretending to be virtuous, have high morals or religious beliefs or principles, etc., that he/she does not really have.
Being deliberately untruthful, telling lies, beng deceitful.
To unfairly influence an unsuspecting person or persons for your own gain or advantage.