Many of us are now used to buying cosmetics online, reuniting with confidence in large platforms such as Amazon, Vinta, Ebay or Tiktok Shop. Bordered prices, wide choice, reassuring reviews: everything seems to suggest a safe purchase. But is it really? A new investigation conducted by Which?the main British body for consumer protection, has discovered something interesting.
According to the investigation, a large part of the cosmetics sold by third -party sellers on these platforms could be counterfeit, with potential risks to the health of consumers.
The investigation, we specify it, was conducted in the United Kingdom, therefore at the moment we do not have specific data on the situation in Italy, but considering the dissemination of marketplace and the dynamics of online trade, it is plausible to hypothesize a similar scenario also in our country.
The investigation
In June 2025, the researchers of Which? They purchased 34 cosmetic products (for the skin and makeup) from third sellers who boasted thousands of online sales. These were articles advertised as belonging to well-known brands-Charlotte Tilbury, Roche-Posay, Maybelline, The Ordinary, Mac-purchased on Amazon, Ebay, TikTok Shop and Vinded.
After a visual comparison with the original champions, 23 products (67%) were probably counterfeited: 4 out of 11 from Amazon, 8 out of 11 from Ebay, 5 out of 6 from Tiktok Shop and 6 out of 6 from Vinded. The discrepancies that emerged went from different packs, to the wrong writings, to the smoked logos, up to unusual smells or completely different textures.
Rocio Concha, director of the policies of Which?commented:
Consumers should have the same trust in the products they buy online as in those they buy in stores, but in reality they risk buying not tested, unregulated and potentially toxic cosmetics. The competent authorities must take decisive measures to prevent these products from entering people’s homes, but due to limited resources and competition between different needs, investigations on counterfeiting are losing priority in many parts of the country. The government must ensure that online marketplaces impose clear obligations to prevent the sale of counterfeit products and urgently commit to implementing the reforms necessary to ensure that our consumer protection system is adequate in the 21st century.
The risks of buying counterfeit cosmetics
The risks associated with the use of counterfeit cosmetics are not negligible at all. According to the Anti-Ciounterfeiting Group, in the past some of these products were contaminated with toxic ingredients such as lead, arsenic, mercury, but also with stool and urine of animals, “ingredients” used as stabilizers.
The dermatologist Aamna Adel, interviewed by Which?, He explained that even when false cosmetics contain apparently active ingredients such as retinol, their formulation is not controlled. This can lead to irritation, skin infections or real chemical burns.
Fakes increasingly sophisticated and difficult to recognize
One of the most worrying aspects is the difficulty in identifying these false products. In many cases, the imitations were almost indistinguishable by the originals except after a direct confrontation.
An emblematic example is that of the fixing spray Charlotte Tilbury, purchased on Amazon: it seemed authentic, but had an unpleasant floral smell and a different texture. Similarly, a Mac lipstick taken by Vinted showed a dull logo and a consistency slightly different from the authentic sample.
Other products highlighted more evident errors, such as wrong writing, suspicious smells, absence of security labels and consistency problems. In some cases the bottles of the bottles did not work correctly or the liquid had a completely different color from the original.
The most falsified brands
The investigation revealed that the most frequently counterfeit brands were among the best known and most loved ones by consumers: Charlotte Tilbury, Roche-Posay, Maybelline, The Ordinary and Mac.
Precisely the popularity and high demand of these brands – often associated with promotions or viral products on social media – makes them ideal targets for fake sellers. An emblematic case is that of The Ordinary products, among the cheapest of the investigation: only two ads on Ebay had already totaled over 2,600 sales, while almost 1,000 items had been sold on TikTok Shop.
Impressive numbers, especially considering that the list prices of these products rarely exceed 10 pounds. This shows that, even on low cost articles, the margins for those who falsify remain very high.
What to do
Second Which?, The most effective checks are urgently needed to block the sale of false products, but in the meantime the recommendations to buy safely are the following (and are also worth for us in Italy):
The replicas of marketplace and brands
Faced with the serious evidence emerged from the investigation, the main online marketplaces replied, underlining their commitment against counterfeiting, reaffirming the policies adopted to protect consumers.
Amazon said he had a “Zero tolerance policy for counterfeit products“And to act”quickly to protect customers, for example by removing advertisements and attackers from our shop“. A spokesman added that third party sellers are independent companies required to comply with the regulations and that three of the offers in question were withdrawn during the investigation.
eBay replied by saying that the platform “Proactly blocks millions of counterfeit articles every year“Thanks to technologies, qualified investigators and a buyer’s protection program. In case a suspicious product is reported, Ebay also intervenes”closing the advertisements and suspending the sellers accounts“.
Tiktok Shop said he removed “over 7 million advertisements“Between July and December of last year for violations of the rules, and which will continue to eliminate any content that contrasts with its policies.
The brands involved also wanted to express their position. A spokesman for L’Oréal Groupe, who controls brands such as Cerave, Roche-Posay, Maybelline and Oréal, said: “We take the threat of counterfeit products very seriously and engage in the struggle to protect the health and safety of consumers“, Underlining the collaboration of the group with the international law enforcement agencies to identify and dismantle criminal networks.
Vinted, for its part, recognized the challenge represented by counterfeiting in the beauty sector and said: “We have implemented policy to protect our members and encourage them to report any suspicious account“.
Mac has chosen not to make direct statements, but he directed Which? to a page dedicated to its strategy against false products.
Instead, Charlotte Tilbury and The Ordinary did not answer, two of the most falsified brands according to the investigation.
Despite all the beautiful words and promises of marketplace and companies, the investigation clearly shows that current measures are not enough to prevent the spread of fakes. We always pay attention!
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