Shopping for Beauty Products on Amazon: Ensuring Authenticity in 2024
In the current climate where many individuals are staying at home to help prevent the spread of the coronavirus, online shopping for various items has swiftly become the standard practice. Those who previously viewed Amazon as a reliable source for groceries and household essentials might now be exploring the platform for their beauty needs as well. While buying skincare products from Amazon is not a new concept—it's convenient, accessible, and doesn't require a minimum purchase for shipping—the authenticity of the products you receive is a separate concern.
The beauty industry has seen remarkable growth recently, but this surge has also led to a rise in counterfeit makeup and skincare products. A January 2018 investigation by the United States Government Accountability Office found that 20 out of 47 items purchased from third-party online sellers were counterfeit. Given that Amazon's marketplace allows third-party sellers, who may not be authorized by the beauty brand, to sell their products, there's a risk that the moisturizer or eye cream you buy might not be the real deal. Worse, it could contain harmful ingredients. In 2018, the Los Angeles Police Department seized $700,000 worth of counterfeit makeup that tested positive for high levels of bacteria, human feces, and animal waste.
If you're wondering how such a large volume of counterfeit makeup can be in circulation, Saoud Khalifah, the founder of FakeSpot, a website that uses AI to detect fake online shopping reviews, explains that selling counterfeit cosmetics isn't particularly difficult. "Currently, you can visit Alibaba.com or a similar site and get a product that looks identical to the genuine one but lacks the logo," Khalifah says. "You then attach a logo to it, and you can start selling it on Amazon, where you can register as a third-party seller and claim it's authentic." He adds that it's easy because an individual can sell a product on Amazon under the brand's official name, and Amazon's algorithm will choose the best seller for you based on your location and the best price offer. This is concerning, but fortunately, there are several steps you can take to ensure the products you buy from Amazon are legitimate.
Distinguish Between Sellers
Imagine you're looking for your favorite face wash on Amazon. When you find the listing, the first thing you should do is check whether it's being sold by a first-party, second-party, or third-party seller. "First-party happens when the brand sends inventory to Amazon, and Amazon stores it in their warehouse and handles sales, returns, and everything else," Khalifah explains, emphasizing that first-party is the most reliable way to ensure authenticity.
Second-party is when the seller or brand pays Amazon to store its inventory in Amazon's warehouse and handle shipping. You'll see this labeled as "Fulfilled by Amazon." Finally, third-party is when the third-party merchant handles both the sale and shipping. You'll see this indicated as sold and shipped by the seller themselves. "With third-party, there can be issues with counterfeit and fake products, as there's no verification involved," Khalifah notes. This doesn't mean all third-party sellers are selling fakes or that they aren't authorized by the brand to sell its products. However, it requires more effort—researching the seller or verifying with the brand—to ensure your purchase is safe.
Shop Using Amazon's Specialized Tags
Another way to reduce the chance of buying counterfeit products is to browse Amazon's Luxury Beauty department, where you can find products from brands like Sunday Riley, Boscia, and Elemis. This is a way to discover skincare brands that designate Amazon as an authorized retailer and provide extra protection to their customers. "Because we are listed on Amazon Luxury, Amazon can help eliminate third-party sellers," a Boscia representative stated. Another category that can help you find genuine products is under Amazon's Professional Beauty tag.
Communicate with the Brand
If you're unsure whether a product sold on Amazon is authentic, you can always contact the brand to confirm, as suggested by Sunday Riley. "As a brand, we can only guarantee products sold by our authorized retail partners, and we encourage customers to reach out to our Client Care team to verify this if they have any doubts before making a purchase," a representative from the brand explains.
Read Reviews
Another action you can take is to read the product's reviews to see what other shoppers have to say. Keep in mind that all purchases of the product, whether sold by Amazon or a third-party seller, will be listed. Some customers might also specify if they bought it from a third-party seller, which is helpful. If you're worried about fake reviews, you can enter the link on FakeSpot's website to analyze the listing.
Examine Customer Photos
In addition to reading reviews, you can also look at any posted photos from other shoppers. Remember that some might have purchased it from an unreliable seller, while there could be an authorized seller on Amazon from whom you can buy.
Reconfirm Before Checking Out
When you're ready to click the Buy Now button, do a final check to ensure you're buying from the seller you intend to purchase from. As Khalifah mentioned, Amazon's algorithm might automatically place you with a questionable seller, even if an authentic merchant is available. For example, the K-beauty brand Lapcos sells its products through a second-party arrangement with Amazon, but its products are also sold by third-party sellers—and some of these appear first. It's crucial to ensure you have the correct one in your cart before placing your order.
