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Purchasing beauty knock-offs is no longer a hidden secret.
Nearly a quarter of individuals acknowledge that they knowingly bought counterfeit products in the last year, with seven percent specifically seeking out knock-off beauty items.
With numerous TikTok listings appearing legitimate—even to my trained eye—Tara Ledden, The Sun’s Beauty Editor, decided to test 10 of them. The results were astonishing.Credit: David Cummings
The prevalence of counterfeit goods is higher than ever, and online creators are increasingly targeting bargain hunters with items that seem authentic but are actually fake.
A beauty product is sold every two seconds on TikTok Shop. However, the number of third-party sellers peddling fakes is rapidly increasing.
Rhode blushes retail for £25, but imitations are available for just £5. Similarly, Summer Friday’s lip balms cost £23, while a counterfeit version is only £2.99.
While unsuspecting buyers may think they’ve snagged a bargain, they risk applying potentially toxic chemicals to their skin.
A government investigation last year found that many counterfeit products contain carcinogenic ingredients, along with unpleasant substances like rodent urine. Disgusting.
Lucie Macleod, founder of the viral brand Hair Syrup, nearly withdrew her products from the platform after a surge of fakes threatened her brand's reputation. “We were seeing TikTok videos of individuals using what they believed was our product, but we could tell it wasn’t our packaging,” she explained.
The most reliable sign of authenticity I have found is the shop name—if it’s recognizable and has a blue verification tick, you’re likely safe.
If the name sounds unfamiliar or is an odd combination of letters and numbers, steer clear.
With so many TikTok listings appearing genuine—even to my trained eye—I decided to test 10. The outcomes surprised me.
Product Comparisons
Anastasia Beverly Hills Brow Wiz
Original RRP: £23
TikTok Fake: £2.49
The branding is significantly off—the logo resembles helium balloon letters rather than the sleek Anastasia font—the fake product is on the left.Credit: David Cummings
Even without comparing the item bought from TikTok to the genuine product, it appears suspicious.
The branding is significantly off—the logo resembles helium balloon letters rather than the sleek Anastasia font.
Moreover, the inconsistencies don’t end there.
The packaging of the fake pencil tapers at both ends, while the original maintains a consistent width throughout.
Another clear giveaway is the position of the rose gold rings that encircle the pencil lid of the authentic Anastasia product. On the counterfeit, they are positioned in the middle.
The fake pencil also feels much drier.
Maybelline Sky High Mascara
Original RRP: £12.99
TikTok Fake: £8.99
Inside, the wands look identical, the formulas appear similar, and I didn’t notice any discrepancies with the scents… this is concerning for buyers—the fake product is on the left.Credit: David Cummings
Alarmingly, I could hardly identify any obvious signs that the TikTok product was a counterfeit—the only immediate difference to my eyes was the product label, which had been applied facing a different direction compared to the original.
Additionally, the placement and fonts used on the barcodes are different.
Inside, the wands appear identical, the formulas seem alike, and I didn’t detect any scent discrepancies.
This is alarming for buyers, as while the TikTok fake may look authentic, it’s uncertain what potentially harmful substance you’re applying to your eyes.
Olaplex No3
Original RRP: £28
TikTok Fake: £15.68
In terms of consistency, the authentic product can be easily poured, while the counterfeit looked and felt more like a conditioner—the fake product is on the left.Credit: David Cummings 
