How to Spot Counterfeit Beauty Products on Amazon

WIRED

08-07-2025

Welcome to the Wild West of online beauty shopping. Here's how not to get scammed.
All products featured on WIRED are independently selected by our editors. However, we may receive compensation from retailers and/or from purchases of products through these links.
You'd expect your pimple patches to heal blemishes, not cause them. But when you're buying beauty products on Amazon, there's a risk you're getting more than you bargained for.
And you wouldn't be alone. According to a 2023 study from Michigan State University, nearly seven in 10 consumers were fooled into purchasing counterfeit items online. That same year, Amazon reported blocking more than 700,000 attempts by 'bad actors' trying to open new storefronts and seizing more than 7 million counterfeit products worldwide.
While knockoff sneakers might pose minimal safety risks, fake skin care and makeup are a whole different story. These products come into contact with your skin and can cause irritation, allergic reactions, chemical burns, or more serious health issues. According to the Personal Care Products Council, counterfeit cosmetics can come laced with carcinogens like arsenic, beryllium, and cadmium, as well as dangerous levels of aluminum, mercury, and bacteria. So, how do you protect yourself without giving up online shopping altogether?
Here's how to spot fake beauty products on Amazon (ideally) before they touch your face. For more smart shopping advice, check out Here's What the FDA Label on Your Personal Care Products Means. Start With the Source
On Amazon, the same product might be sold by more than one vendor. Your safest bet is sticking to products sold by the brand's official storefront. Sometimes the product is shipped and sold by Amazon.com. While not foolproof, it's the second-best option, considering Amazon takes responsibility for the inventory it fulfills.
Amazon allows independent vendors to list and sell products on its platform, and while many are legit, counterfeiters love this loophole. Click on the third-party seller and look at its storefront. If it's empty, oddly named, or redirects to nowhere on Google, move along. Vet the Seller Like It's a First Date
You'd Google a Bumble match before meeting up; apply that same energy here. Run a quick search. If a third-party seller has no presence outside Amazon or is filled with one-star complaints, that's your cue to swipe left. Look for a legitimate website, positive reviews across various platforms, and clear contact information or customer service details. In this economy, we might love a mysterious man with no socials, but a mysterious seller is giving catfish. Read Between the Reviews
Beware of fake reviews. Reviewer Simon Hill put together a complete guide to help you spot them, but here are a few red flags to look for: A very high percentage of five-star reviews.
Lack of detail in reviews and vague praise.
Generic review titles like 'Nice product' or simply 'Awesome.'
Mentions of competing products.
Wording similar to other reviews.
Poor grammar and spelling mistakes.
Multiple reviews on specific dates (especially if there are long gaps between them).
The 'Customers also bought' section contains unrelated products.
Glowing reviews with one small negative that isn't a deal-breaker.
Explaining away cons. Inspect Before You Apply
Counterfeit packaging can be scarily accurate, but there are still tells: off-color logos, misspelled ingredient lists, weird textures or smells, and broken safety seals. If you've purchased the product before from a reputable source (like Sephora or directly from the brand), compare it to an old tube. When in doubt, toss it out.
Check the lot code, which is a sequence of numbers and letters printed on the product's bottom, side, or crimp. Manufacturers use these to track inventory and flag counterfeits. You can often compare your code with one from an authentic product or plug it into a checker tool on the brand's website. If the code is missing or different from what you'd expect, it's a hard pass. If You've Been Duped, Report It
If you suspect a product is counterfeit or unsafe, report it directly to Amazon. The online retailer should start an investigation and issue a refund, and may take the product down. You can also leave a detailed review to warn other shoppers, and consider filing a complaint with the brand directly. Final Tips and Advice
Stick to Amazon's curated storefronts, like Premium Beauty and Professional Skincare, where sellers are vetted and products are often sourced straight from the brand. You'll also see badges like 'Amazon's Choice' or 'Best Seller,' which indicate trusted picks, though again, those aren't guaranteed.
If a deal seems too good to be true, it probably is. But with a little vigilance, you can enjoy the convenience of Amazon without the counterfeit drama.
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