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A Closer Look at Amazon's Counterfeit Cosmetics Problem

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Due to the rise of e-commerce platforms and social media, tackling counterfeit cosmetics has become a hot topic in the beauty industry, and with good reason

A recent www.l2inc.com article states that approximately 33% of Amazon product listings by third-party vendors have at least one review containing terms such as “fake” or “counterfeit." This is especially intriguing to those in the beauty and personal care industry because makeup currently holds the top spot for the highest share of third-party listings. 

Brands such as Olay, e.l.f. and L'Oréal reportedly have a review citing inauthenticity on approximately 75% of Amazon Standard Identification Numbers (ASINs), according to Gartner L2’s report. 

The article goes on to state that “counterfeit” reviews make up only 5% of total reviews, indicating that Amazon does take measures to prevent the distribution of counterfeit goods in its tracks. However, the more third-party listings a category has, the more likely counterfeit goods will fall through the cracks. 

Counterfeit cosmetics not only have the potential to harm consumers but also the reputation of beauty and personal care brands. Luckily, there are ways to fight back, including the U. S. International Trade Commission.