24 July 2025

Bira has welcomed new research from Which? that exposes the serious risks facing consumers buying cosmetics from online marketplaces, with the investigation finding that at least two-thirds of products purchased appeared to be counterfeit.

The consumer champion's snapshot investigation purchased 34 cosmetic products from third-party sellers on Amazon, eBay, TikTok Shop and Vinted, finding that 23 of the 34 products (67%) were likely to be counterfeit. The fake products included items from household names such as Charlotte Tilbury, La Roche-Posay, Maybelline, The Ordinary and MAC.

 
Cosmetics Online

Михаил Решетников/stock.adobe.com

 

Bira says the findings highlight the superior safety and authenticity that independent retailers provide to consumers seeking genuine beauty products.

The investigation revealed that counterfeit cosmetics can contain dangerous substances including animal faeces, urine, arsenic, lead and mercury, posing serious health risks including skin irritation, infections and chemical burns.

 
Andrew Goodacre, CEO of Bira
Andrew Goodacre, CEO of Bira, said: "This excellent piece of research by Which? supports our long-held belief that the internet is too often a 'wild west' for unsuspecting shoppers. Established platforms and digital media platforms must be held to account for the quality and safety of the products they are marketing to shoppers. In the case of cosmetics, it is a case of younger, unsuspecting shoppers being put at risk.
"It is time to educate customers that the safest way to buy products is directly from reputable brands or responsible retail shops where the standard of care are so much higher."
 

Independent retailers across the UK stock genuine products sourced directly from authorised distributors and manufacturers, providing consumers with the assurance that comes from face-to-face service and established supply chains. Unlike anonymous online sellers, independent retailers are accountable to their local communities and build their reputations on trust and quality.

The Which? investigation found that many counterfeit products were difficult to distinguish from genuine items, with some fake Charlotte Tilbury products selling for inflated prices and MAC lipsticks appearing authentic until closely examined. Even budget brands like The Ordinary were being counterfeited, with fake serums showing markedly different consistency and colour compared to genuine products.

Bira is calling for stronger enforcement action against platforms that allow counterfeit goods to flourish, and greater consumer education about the risks of buying beauty products from unverified online sellers.

The association notes that independent beauty retailers, health stores and department stores offer expert advice alongside genuine products, helping customers make informed choices about skincare and cosmetics suited to their individual needs.

 

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