An investigation by consumer watchdog Which? has found that the majority of cosmetic products purchased from third-party sellers on Amazon, eBay, TikTok Shop and Vinted could be fake, potentially putting shoppers’ health at risk.
In a snapshot investigation, researchers at Which? purchased 34 cosmetic products from third-party sellers, including brands such as 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, Which? found that 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.
Which? noted that previous investigations have found that fake cosmetics, perfumes and other beauty and hair products can contain cancer-causing and toxic ingredients. Consultant Dermatologist Dr Aamna Adel is quoted as saying that even where a fake product contains genuine active ingredients, the lack of regulation or oversight in their production means they may be incorrectly formulated, posing the risk of skin irritation.
Which? noted that many of the dupes were difficult to spot, and only became apparent when directly compared with the genuine samples, meaning consumers could easily be caught out.
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.
Which? stated that strong enforcement action was needed to shut down the sellers. However, previous 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.
The consumer watchdog is calling on the government to 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,” a statement from Which? said.
The group is also warning shoppers to be vigilant when buying items on online marketplaces and to avoid buying beauty products where there is a risk of them being counterfeit.
Rocio Concha, Which? Director of Policy and Advocacy, commented: “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.”
NAM Implications:
- As always ‘Let the buyer beware’.
- But buying reputable brands from reputable retailers can help to shorten the odds…
- …in terms of receiving the genuine article.
- (The ultra-cautious might consider buying direct…)
