Conflict of interest: none declared. The views expressed in this article are those of the authors and do not necessarily reflect the position or policy of the Department of Veterans Affairs. Sir, Primary cutaneous apocrine carcinoma of the skin can pose a diagnostic and therapeutic challenge. We report a case of a primary cutaneous apocrine carcinoma that masqueraded as cellulitis. A 90‐year‐old man with a history of colon adenocarcinoma presented with a left facial lesion which had rapidly spread to his anterior neck and the contralateral cheek over 6 weeks. Although the patient denied any constitutional symptoms, he experienced tightness over his lower face and neck. A well‐demarcated, erythematous, firm plaque was present on the inferior margins of both cheeks and anterior neck (Fig. 1), with woody oedema overlying the involved areas. Breast examination did not reveal any abnormality. Our initial clinical differential diagnosis included allergic contact dermatitis, erysipelas, cellulitis, panniculitis and carcinoma erysipeloides. Histology revealed single, and sheets of, pleomorphic cells with eosinophilic fine granules infiltrating the dermis and the subcutaneous tissue, sparing the epidermis (Fig. 2). On immunohistochemistry, these tumour cells stained positively for epithelial membrane antigen (EMA), pancytokeratin, cytokeratin isotype (CK) 7 and gross cystic disease fluid protein‐15 (GCDFP‐15), but negatively for oestrogen and progesterone receptors. The tumour lacked melanocytic (MART‐1, S100) and lymphoid markers (CD45, CD43, CD30 and CD79a), carcinoembryonic antigen (CEA), CK5/6, CK20, E‐cadherin, prostate‐specific antigen, thyroid transcription factor‐1 and mucicarmine. Human epidermal growth factor receptor‐2 (HER2/neu) protein was moderately positive (2+). Subsequent fluorescence in situ hybridization study did not show amplification. Computed tomography scans revealed an ill‐defined mass over the left cheek invading the buccinator muscles with a prominent left parotid lymph node. Bone scan did not show any evidence of metastasis. A thorough otolaryngological examination revealed no vocal cord involvement.