Original or fake? How to spot reputable cosmetics when buying online

Ordering cosmetics online is incredibly easy today.

You see a serum on TikTok, quickly search for it, and within seconds you find numerous shops, marketplaces, and sellers seemingly offering the exact same product.

Often at very different prices.

But how do you actually know if a product is truly original? Whether it has reached Europe through an official distribution channel? And whether the shop you're ordering from even has a traceable source?

As a customer, I used to ask myself these questions too. Since founding MYSK, however, I've seen a completely different side of it.

Because before a product appears in an online shop, much more should happen than just uploading a nice photo and setting a price.

Briefly explained: How do you recognize original cosmetics?

A single characteristic can rarely confirm one hundred percent that a cosmetic product is original. Therefore, pay attention to the overall picture:

  • Who sells the product?
  • Is there a complete impressum (legal notice) and accessible contact persons?
  • Does the shop source its products directly from the brand or an official distributor?
  • Are ingredients, application, and manufacturer information traceable?
  • Is the product intended for the European market?
  • Does the price seem realistic?
  • Do the packaging, labeling, scent, and texture match the original?

The safest way to buy is directly from the brand itself or from a retailer who can transparently explain their sourcing.

Before MYSK came into being, I spent years testing beauty products

MYSK didn't come about because I spontaneously decided one day to open an online cosmetics shop.

Prior to that were many years in which I myself tried an incredible number of products, brands, active ingredients, and routines.

My interest in skincare arose from my own history with problematic skin and acne. I wanted to understand why one product works for one person and not for another. Why some active ingredients are useful, why others are completely unsuitable for one's own skin, and why a longer routine isn't automatically a better routine.

In 2019, I started sharing my experiences on my beauty account @myskinisgettingbetter.

Over the years, more and more products landed on my desk and in my bathroom. I tested formulations, compared textures, researched ingredients, and collaborated with various beauty brands.

Of course, not every product was good.

Some products were pleasant but completely interchangeable. Some looked beautiful but didn't convince me in their application. Others were currently all over social media, but I still couldn't see what real need they were supposed to fulfill.

These experiences strongly influence how I select products for MYSK today.

I don't just look for brands that are currently viral.

I look for products that can work, fulfill a comprehensible task, and genuinely still make sense in the existing beauty market.

Not every new serum automatically becomes part of MYSK

When I discover a new brand, I don't first ask myself:

"How well known is it right now?"

I ask myself:

  • What problem does this product aim to solve?
  • For which skin type or skin condition does it make sense?
  • How is the formulation structured?
  • How transparently does the brand communicate?
  • Does a similar product already exist at MYSK?
  • Can I explain why someone should use it?
  • Can I just as honestly explain when someone doesn't need it?

Sometimes I test several products from a brand and ultimately choose only two or three of them.

Sometimes I decide against a brand, even if it's currently in high demand.

And sometimes I discover a smaller brand that hardly anyone knows, but whose products and story immediately convince me.

For me, a curated assortment doesn't mean offering as few products as possible. It means that every product should have a comprehensible reason to be part of the assortment.

"Natural" doesn't automatically mean safe - and "synthetic" doesn't automatically mean bad

In my product selection, I'm interested in brands that formulate consciously and often work with selected plant-based or naturally derived ingredients.

At the same time, I want to clarify something here that is often oversimplified in the beauty world:

"Natural" does not automatically mean safe or skin-friendly.

Even natural ingredients can trigger allergies or irritations. At the same time, synthetically produced ingredients can be very well researched, stable, and useful for a formulation.

That's why I don't judge a product solely by whether "natural" or "clean" is written on the packaging. The overall formulation, concentration, application, quality of raw materials, and compliance with European safety regulations are more important to me.

Cosmetic products regularly placed on the market in the EU must comply with the European Cosmetics Regulation. The use of substances classified as carcinogenic, mutagenic, or toxic for reproduction – so-called CMR substances – is generally prohibited in cosmetics. Exceptions are only possible under strictly defined conditions. The European Commission explains this in its information on CMR substances.

Therefore, I would not advertise with a blanket statement like "free from carcinogenic ingredients."

For me, it is crucial that a product:

  • complies with applicable EU regulations,
  • has been safety assessed,
  • is transparently declared,
  • comes through a traceable distribution channel,
  • is sensibly formulated,
  • and suits the needs of our customers.

This very differentiation is sometimes what I find missing in beauty communication.

Fear, for me, is not a good sales strategy. Understandable information and transparent decisions are much more valuable in the long run.

Many interesting beauty brands emerge from personal stories

What particularly interests me about smaller and independent beauty brands is the story behind them.

Many female founders I have spoken with or whose brands I have gotten to know over the years did not start with the question:

"What product can we sell as quickly as possible?"

Often, a personal problem came first.

Their own sensitive skin. Acne. A damaged skin barrier. The search for a specific texture. The desire for simpler make-up. Or the frustration that a suitable product was still missing on the market.

Of course, a nice founding story alone is not enough. In the end, the product still has to be convincing.

But I notice a difference when founders know very precisely why they developed a certain formula, which person they want to reach with it, and what specific need lies behind it.

I find this personal connection exciting because MYSK also emerged from such a story.

Not from an anonymous market analysis, but from my own skin journey and from the many years I spent trying to better understand beauty.

Where do MYSK's products come from?

I source MYSK's products either directly from the respective brand or from official or exclusive distributors.

This is important to me for several reasons.

It's not just about ensuring a product is original. An official distribution channel also allows other important questions to be traced:

  • For which market is the product intended?
  • Who is responsible for distribution?
  • Is the necessary product information available?
  • How was the product transported and stored?
  • Who can I contact if there are questions or problems?
  • How current is the merchandise?
  • Are there any changes to the formulation or packaging?

As a customer, you usually don't see this work.

You ultimately see the product in the online shop.

Before that, I see emails, conversations, price lists, samples, ingredient lists, minimum order quantities, delivery conditions, packaging, and sometimes many weeks of coordination.

This part of a beauty business might not look particularly exciting on Instagram. Nevertheless, for me, it is one of the most important aspects.

Why the distribution channel is so important for international cosmetics

The distribution channel becomes particularly relevant for international brands, such as Korean cosmetics.

Just because a product is available online does not automatically mean it is intended for the European market or offered through an official European distribution channel.

Cosmetic products placed on the market in the EU require, among other things, a designated responsible person within the EU. Certain product information must also be reported via the European Cosmetic Products Notification Portal. This portal is intended for authorities, poison control centers, responsible persons, and certain distributors – not as a public verification tool for consumers. Further information on this is provided by the European Commission on the CPNP.

As a customer, you therefore cannot simply open a public database and check every product yourself.

It is all the more important to order from a shop that knows its supply chain and can be reached for questions.

Seven tips you should check before buying online

1. Who is behind the online shop?

Start with the simplest questions:

Is there a complete impressum (legal notice)? Is a company specified? Can you find an address, an email address, and a real contact option?

A professional-looking website alone is not proof of a reputable retailer.

At the same time, a small or new shop does not automatically mean it is less trustworthy. Especially with smaller shops, you can often trace very well who is behind them and according to what criteria products are selected.

Transparency is key.

2. Where does the shop source its products?

A reputable retailer should be able to explain whether the products are sourced directly from the brand or through an official distributor.

Not every shop will be able to publicly display its full supplier contracts. But a clear answer should be possible to a normal question about a product's origin.

At MYSK, we therefore consciously communicate that our products come directly from the brands or their official distribution partners.

3. Is the price realistic?

A discount alone doesn't mean a product is fake.

Shops reduce older packaging designs, seasonal sets, or products as part of a normal sales promotion. Different purchasing conditions can also lead to price differences.

However, if a product costs around 60 euros everywhere and an unknown seller offers it permanently for 14 euros, I would take a closer look.

The question is not:

"Is this product cheap?"

But:

"Is this price understandable under the given circumstances?"

4. Is all important product information available?

A good product description should contain more than:

"This serum will change your life."

Pay attention to whether you find information on the following points:

  • Ingredients or INCI list
  • Application
  • Fill quantity
  • Skin type or skin need
  • Manufacturer or responsible person
  • Warnings, if necessary

Missing information does not automatically mean a product is fake. However, it can be an indication that the retailer does not present their products very carefully or knows little about them themselves.

5. Take a close look at the packaging and labeling

Spelling mistakes, messy prints, unusual logos, damaged seals, or a significantly different packaging quality can be warning signs.

But even here, caution is necessary with quick judgments.

Brands regularly change their packaging. Products for different markets can look different. Sometimes the cardboard is changed first, and only later the product design. A reformulation can also influence color, scent, or texture.

Therefore, don't just compare two photos from the internet, but if possible, check the current information directly with the brand or ask the retailer.

6. A batch code alone doesn't prove a product is original

Batch codes help brands track production batches.

A present code can be a positive sign, but it's not a hundred percent proof of authenticity. Codes and packaging can be copied. At the same time, not every legitimate batch code can be verified using freely accessible online tools.

Therefore, consider it as part of the overall picture – not as a definitive confirmation.

7. Trust your impression after opening

If you already know a product and the new order suddenly smells completely different, has an unusual color, or its texture has significantly changed, do not continue using it for now.

Contact the retailer and, if necessary, send photos and the batch code.

A deviation does not automatically indicate a counterfeit. Reformulations, temperature fluctuations during transport, or production errors are also possible.

However, a reputable shop should take your question seriously and try to clarify it together with the brand or distributor.

Are cosmetic products on Amazon and other marketplaces automatically fake?

No.

It wouldn't be fair to claim that every beauty product on a large marketplace is a fake.

The decisive factors are who sells the specific product and how shipping and storage are organized.

On marketplaces, official brand stores, authorized dealers, and completely unknown third-party sellers can all offer the same product simultaneously. For consumers, this difference is not always immediately visible.

Therefore, don't just look at the product name and the overall rating. Also check:

  • the actual seller,
  • their company information,
  • current seller reviews,
  • shipping address and return options,
  • and whether the brand lists this retailer as an official distribution partner.

Counterfeit cosmetics are not just an economic problem. They can also pose a safety risk because such products are not necessarily subject to the same production controls and European requirements. The European Union Intellectual Property Office also points this out.

“Original” does not automatically mean “right for your skin”

This point is particularly important to me.

A product can be completely original, legally correct, and high-quality – and yet not suit your skin.

Originality answers the question:

“Is this product really the product it claims to be?”

It does not automatically answer:

“Does my skin need this product?”

That’s precisely why, as a shop owner, it’s not enough for me to simply purchase products through an official distribution channel.

I also want to understand for whom a product can be useful, how it is applied, and what its limitations are.

A strong acid peel can be original and excellently formulated. If your skin barrier is severely irritated, it might still not be the right product for that moment.

A viral serum can be original. If you are already using two products with almost the same active ingredients, you probably don't need it anyway.

For me, therefore, safe shopping always means two things:

traceable origin and a sensible product selection.

Why trust is more important than the lowest price when beauty shopping

I completely understand that price plays a role in online shopping.

I also compare prices.

But with cosmetics, I don't buy a product that remains untouched on a shelf. I use it on my skin, my scalp, my lips, or directly around my eyes.

Therefore, for me, the question “Where is it cheapest?” is not the only relevant question.

At least as important is:

“Who am I buying this product from?”

Can I understand who is behind the shop? Can I reach someone? Do I get a clear answer if I have a problem? Does the retailer even know what they are selling?

If you generally want to know what to look out for when choosing a shop, you can find more information in my guide: Where to buy good cosmetics online? What you should really pay attention to when choosing a beauty online shop.

What I want to build with MYSK in the long term

I don't want MYSK to simply become another place where products stand side-by-side on a website.

I want you to gradually understand why certain brands and products are part of the assortment.

That you know they come directly from the brand or an official or exclusive distributor.

That behind the selection stands a real person who has tested, compared, and questioned many products long before the shop was founded.