The Shocking Numbers
Which? conducted a snapshot investigation, purchasing 34 cosmetic products from third-party sellers on some of the UK’s most popular online marketplaces: Amazon, eBay, Tiktok Shop, and Vinted. The results were alarming. At least two-thirds of the products were likely to be counterfeit.
Here’s the breakdown:
Amazon: 4 out of 11 cosmetics bought were fakes.
eBay: A staggering 8 out of 11 products were likely counterfeit.
Tiktok Shop: 5 out of 6 products were believed to be fake.
Vinted: Every single product purchased (6 out of 6) was a suspected counterfeit.
These aren't just one-off sellers. Which? found that these third-party accounts had collectively shipped thousands of products. The scale of the problem is enormous.
The Hidden Dangers
While a fake handbag might just be a fashion faux pas, a fake cosmetic product can be a direct threat to your health. The Which? report highlights the frightening reality: we simply don’t know what’s in these products or where they come from.
Counterfeit beauty products are often made in unsanitary conditions and have been found to contain highly toxic and carcinogenic (cancer-causing) chemicals, including arsenic, mercury, and lead. Using them could lead to severe skin irritation, allergic reactions, and even chemical burns. It’s a gamble with your health that is absolutely not worth taking.
More Than Just a Bargain
The sale of counterfeit goods isn’t a victimless crime. It’s an illegal trade with direct links to organised crime. The huge profits generated from these fakes are used to fund criminal gangs and terrorist organisations. By buying counterfeit cosmetics, you're not just risking your own health, you're inadvertently supporting a dangerous criminal underworld.
How to Spot a Fake
The Which? investigation revealed that while some fakes were easy to spot, others were incredibly convincing. Here's what they found and what you should look out for:
Packaging and Branding: Look for subtle differences in the packaging. This includes font style, wording, and logos. The fake CeraVe serums bought by Which? were missing key safety markings. The Charlotte Tilbury setting sprays had different logos and wording.
Product Consistency, Smell, and Colour: The genuine product will have a specific texture, scent, and colour. The fakes often had a different consistency and smell. The La Roche-Posay serums were either too cloudy or too translucent, and one even smelled like cheap shower gel.
Price: If the deal seems too good to be true, it probably is. Which? found Charlotte Tilbury setting spray, which normally retails for £32.99, selling for as little as £13.99 on eBay. While some fakes were sold at a discounted price, others were sold at a similar price to the real deal, making it even harder to spot.
Seller and Reviews: Be wary of sellers with no history or who are listing thousands of popular, well-known products. Look for customer reviews that mention fakes or poor quality, as some consumers may have already done the legwork for you. As the Which? report notes, a Vinted customer who bought a fake La Roche-Posay moisturiser was able to tell it was fake immediately because of the smell.
Case Study: Vinted's Failure to Act
The report highlights a concerning case with Vinted. A customer who received a fake La Roche-Posay moisturiser was refunded by the seller without being asked to return the item—a clear sign of a counterfeiter with a stash of fakes. When the buyer reported the seller, Vinted said they hadn't violated community standards and took no action. This demonstrates a clear lack of oversight from online platforms and a potential risk to consumers.
What to do?
Buy from Authorised Retailers: To guarantee you're getting a genuine product, buy directly from the brand’s website or from a trusted high street or online retailer.
Report the Seller: If you suspect you've bought a fake, report the seller to the online marketplace and to Trading Standards. You can also contact the Citizens Advice consumer service for help.
Use Your Consumer Rights: Under the Consumer Rights Act 2015, you have the legal right to a refund for fake goods. You can also file a chargeback with your bank or credit card company.
The Which? investigation serves as a stark warning to all UK shoppers. That seemingly innocent 'bargain' could be a lot more than you bargained for. Stay safe, shop smart, and let's put an end to this dangerous scam.
