Two-thirds of cosmetics bought online 'likely fake'

A majority of cosmetic products purchased from third-party sellers on Amazon, eBay, TikTok Shop and Vinted appeared to be fake and could be putting shoppers’ health at risk.

That is the conclusion of an investigation by consumer organisation Which?, based on test purchases of 34 cosmetic products that have collectively racked up thousands of sales on the marketplaces and advertised as being from big-name brands including Charlotte Tilbury, La Roche-Posay, Maybelline, The Ordinary, and MAC.

The verdict? Four out of 11 cosmetics bought from Amazon, eight out of 11 cosmetics from eBay, five out six from TikTok shop, and six out of six from Vinted were deemed to be fake, based on visual checks on packaging and contents and comparisons with genuine products purchased from trusted retailers.

In total, the consumer champion believes 23 of the 34 products purchased were likely to be counterfeit (67 per cent).

"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," commented Rocio Concha, the organisation's director of policy and advocacy.

"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," she added.

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.

Which? is calling on the government to urgently prioritise reform of the consumer enforcement system. It points out that the Product Regulation and Metrology Act, which became law a few days ago, may pave the way for new laws that could clarify and strengthen responsibilities for online marketplaces – but adds they will be ineffective without a reformed enforcement system.