Which? investigation finds at least two thirds of cosmetics it bought from online marketplaces may be counterfeit
In a snapshot investigation, Which? researchers purchased 34 cosmetic products from third party sellers that have collectively racked up thousands of sales of these items on Amazon, eBay, Tiktok Shop and Vinted. The cosmetics purchased were advertised as being from household names including Charlotte Tilbury, La Roche-Posay, Maybelline, The Ordinary and MAC.
In each case, researchers conducted visual checks on the packaging and contents, and compared them with the genuine products purchased from trusted retailers.
In total, the consumer champion believes 23 of the 34 products purchased were likely to be counterfeit (67%). This included four out of 11 products ordered on Amazon, eight out of 11 products purchased on eBay, five out of six products ordered from TikTok shop, and six out of six items bought on Vinted.
The consequences of using counterfeit products can be grave. Fake cosmetics, perfumes and other beauty and hair products have previously been found to contain animal faeces and urine used as a stabiliser, as well as cancer-causing and toxic ingredients such as arsenic, lead and mercury, according to The Anti-Counterfeiting Group. The act of selling counterfeit goods is illegal in itself, but more widely, the black market in counterfeits has been found to have links to organised crime.
Which? spoke to Consultant Dermatologist Dr Aamna Adel, who said that even where a fake product contains genuine active ingredients like glycolic acid or retinol, the lack of regulation or oversight in their production means they may be incorrectly formulated. This poses the risk of skin irritation, skin infections or even chemical burns.
In contrast, legitimate cosmetics products conform to laws that ensure they are safe to use. They undergo safety assessments, are manufactured under specific conditions, and European and national systems have requirements for the traceability of each product.
Worryingly, many of the dupes were difficult to spot, and only became apparent when directly compared with the genuine samples. The highly convincing nature of these fake products means consumers could easily be caught out, putting their health and wellbeing at risk.
For example, a bottle of Charlotte Tilbury Airbrush Flawless Setting Spray (RRP £32.99) purchased from Amazon for an inflated price of £37.90 looked the part from the outside, but on closer inspection Which? researchers noted it had a cloying floral scent, distinctly different from the genuine sample.
Similarly, a MAC Macximal silky matte lipstick in shade Ruby Woo (RRP £25) purchased from Vinted For £15 arrived in packaging very similar to the genuine version, but when closely compared, the lipstick bullet itself was subtly different with a smudged logo that didn’t match up with the original.
In many instances though, Which? researchers noted more obvious issues with the products they purchased, in terms not only of the packaging (which sometimes featured misspellings or stylistic errors) but also the contents.
For example, a tube of La Roche Posay Effaclar Serum (RRP £40) purchased on Vinted for just £12 smelt suspiciously like shampoo, while the sample bought from Vinted had completely different text on the side of the box. A tube of Maybelline Lash Sensational Sky High Mascara (RRP £12.99) purchased from Tiktok Shop for just £8.07 had an incorrect label on the bottom of the tube, and other inconsistencies in the design.
When Which? researchers purchased discounted tubes of CeraVeResurfacing Retinol Serum (RRP £23) from Amazon (£19), eBay (£6.85) and Vinted (£7), all three came in different packaging to the genuine product, and were missing the safety markings researchers would expect to see. It was difficult to get any serum out of the bottles using the pumps, but when they did it was clearly different in consistency and colour. Meanwhile, when Which? bought The Ordinary Niacinamide serum (RRP £5) from eBay (£5.99), Tiktok Shop (£2.45) and Vinted (£6), and The Ordinary Hyaluronic Acid 2% + B5 (RRP £8.80) from eBay for £5.98, all seemed obviously fake, with the consistency and colour of the liquid in the bottles markedly different to the genuine samples. Some also used a different font on either the box or bottle (and sometimes both).
The Ordinary product listings were some of the most popular Which? found - the two listings on eBay had collectively sold more than 2,600 items and nearly 1,000 were sold on Tiktok Shop. This was all the more surprising as these were among some of the most affordable items in the investigation, with products all retailing at less than £10.
Phil Lewis, Director General of The Anti-Counterfeiting Group, told Which? that even on cheaper fake products the profit margins are ‘extremely high’, meaning consumers should be on their guard even if discounts seem more realistic.
It is clear strong enforcement action is needed to shut down these sellers, but previous Which? research has shown that counterfeit goods and other crimes are not always being investigated in many parts of the UK because some Trading Standards services have deprioritised this area.
Which? is calling on the government to urgently prioritise reform of the consumer enforcement system. The Product Regulation and Metrology Act, which became law this week, may pave the way for new laws that could clarify and strengthen responsibilities for online marketplaces, but to be truly effective these will require a reformed enforcement system that's fit for the 21st century.
Which? is also warning shoppers to be vigilant when buying items on online market places and to avoid buying beauty products where there is a risk of them being counterfeit. The safest way to buy cosmetics products online or in-store is to buy directly from the brand website, or one of their affiliated retailers or approved stockists.
Rocio Concha, Which? Director of Policy and Advocacy, said:
“It’s alarming that Which? was able to find such high volumes of what appeared to be potentially dangerous counterfeit cosmetics on popular online marketplaces, where teenagers in particular are likely to be enticed by what seem to be big discounts on popular brands.
“Consumers should be as confident in the products they buy online as the items that they purchase on the high street, but in reality they risk buying untested, unregulated and potentially toxic cosmetics.“Trading Standards needs to take decisive action to prevent these products from making their way into people's homes, but because of limited resources and competing demands, counterfeit investigations are being deprioritised in many parts of the country. The government must ensure there are clear duties on online marketplaces to prevent the sale of counterfeit goods, and urgently commit to the reforms needed to ensure our consumer enforcement system is fit for the 21st century."
-ENDS-
Notes to editors
- In June 2025, Which? purchased 34 skincare and makeup products advertised as being from eight well-known brands including Charlotte Tilbury, La Roche Posay, Maybelline, MAC and The Ordinary.
- Researchers conducted visual checks on the packaging and products compared to a genuine version bought from a trusted source. The manufacturers were also contacted for comment.
- Please find a selection of images from the investigation here and video content, including embed links, here.
- The consumer champion’s previous research on Trading Standards teams deprioritising work on scams and counterfeit goods can be found here.
Case study
Which? spoke to a shopper who bought a La-Roche Posay Cica Baume moisturiser on Vinted, but when she opened it, it smelt suspiciously like sunscreen. Having previously purchased the item from a trusted retailer, she immediately believed it to be a fake.
The Vinted user contacted the seller, who claimed that the product had been bought in Italy and so might smell different. The seller issued a refund without requesting the product back, but just a few weeks later had re-listed the same product using the same photos - suggesting they had a supply of the product waiting to be sold.
The buyer reported it to Vinted, who said that the seller hadn’t violated community standards and so they wouldn’t take action against them.
How to avoid counterfeit cosmetics online
- Buy direct or from an affiliated retailer - the safest way to buy cosmetics products online or in-store is to buy directly from the brand website, or one of their affiliated retailers or approved stockists. Some brands also sell via online platforms, Maybelline and The Ordinary have stores on Tiktok Shop for example.
- Popular products - be especially careful when buying particularly popular products or those that have sold out elsewhere. Where there’s high potential for a sale, bad actors usually aren’t far behind to take advantage.
- Check the product and seller reviews - Which? searched within the reviews of products and sellers on online marketplaces, and in many cases found other buyers flagging issues with fake products. Keep in mind that bad actors may also use fake positive reviews to hide negative ratings, so be sure to read reviews from a variety of star ratings.
- Check who is dispatching the product - if you find a good price on an online marketplace then it’s understandable that you’d like to go ahead and buy. We recommend checking who the product is being dispatched by before buying, for example products on Amazon or Tiktok may come either directly from the seller or be distributed by the platform. While buying a product being dispatched by the platform isn’t a guarantee, it is an extra barrier between sellers and buyers.
Rights of reply
An Amazon spokesperson said: “We have a zero-tolerance policy for counterfeits and have proactive measures in place to prevent counterfeit products being listed.
“If an issue is raised, we act quickly to protect customers, including removing listings and bad actors from our store, and sharing further guidance from brands for customers.
“Third-party sellers are independent businesses and are required to follow all applicable laws, regulations, and Amazon policies when listing items for sale in our store.
"These policies require that cosmetics must be sealed in the original manufacturer's packaging.
"Three of the offers in question have been removed while we investigate.”
An eBay spokesperson said: “The sale of counterfeit items is strictly prohibited on eBay and we proactively block millions of counterfeit items every year. We use multiple layers of technology, trained investigators, and buyer protection programs to help ensure goods sold on our platform are authentic and safe.
“In the rare instance that a counterfeit item is listed, brands and other intellectual property rights owners can use our VeRO Program to report them. We then investigate these reports and take the appropriate action, which may include ending listings and suspending seller accounts.”
A spokesperson for L’Oréal Groupe, the parent group for CeraVe, La Roche Posay, L’oreal and Maybelline said: ‘L'Oréal Groupe takes the threat of counterfeit products very seriously. We are committed to the fight against counterfeiting to protect consumer health and safety, and the integrity of our brands.
‘We actively collaborate with law enforcement agencies worldwide and with online platforms, helping them to identify and seize counterfeit products, and to dismantle the criminal networks involved in this illegal trade. L'Oréal Groupe also supports prosecutors in criminal cases to ensure the most severe possible penalties against counterfeiters.’
A TikTok spokesperson said: "The sale of counterfeit items is strictly prohibited on TikTok Shop. From July to December last year, we proactively blocked over 7 million violative listings to protect customer trust and safety, and we will remove any items that breach our policies.”
Mac directed Which? to a webpage setting out their approach to counterfeit products.
A Vinted spokesperson said: “Selling counterfeit items is strictly prohibited on Vinted and we’re committed to fighting this issue, which we recognise is a challenge for much of the beauty industry. We have policies in place to protect our members and encourage them to report any account which may be violating our guidelines, so that we can take appropriate action.”
Charlotte Tilbury and The Ordinary did not respond to requests for comment.
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