1 in 4 consumers had an allergic reaction to cosmetics, localcircles survey finds

A LocalCircles survey found that 40% of consumers who bought beauty products in the last three years found at least one product to be fake or counterfeit. The survey also found that 26% reported an allergic reaction, with online platforms emerging as the biggest source of counterfeit cosmetics.

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Buying a face cream, sunscreen, lipstick, or shampoo online has become a routine part of shopping for many Indians. With beauty and personal care products available across apps, websites, neighbourhood stores and local markets, consumers have more choices than ever. But a new survey suggests that this convenience may also come with a serious concern. Some consumers are ending up with products that they believe are fake or counterfeit, while others are experiencing allergic reactions after using cosmetics.

A national survey by LocalCircles, which received more than 23,000 responses from household consumers across 318 districts in India, found that 40% of consumers surveyed who had purchased cosmetics or beauty products in the last three years said they had found one or more products to be fake or counterfeit. The survey also found that 26% had experienced an allergic reaction to one or more cosmetics during the same period.

The findings come as India's beauty and personal care market continues to expand and regulators in several states are taking action against unlicensed, misbranded and counterfeit cosmetics. The concern is not only about losing money on a fake product. Cosmetics are applied directly to the skin, hair, lips, and sometimes around the eyes, which means that poor-quality or improperly manufactured products can pose a consumer health concern.

40% CONSUMERS FOUND COSMETICS TO BE FAKE OR COUNTERFEIT

The LocalCircles survey asked consumers about problems they or their family members had faced with cosmetics and beauty products over the previous three years.

Among the respondents, 18% said they had purchased a cosmetic product and later discovered that it was fake or counterfeit. Another 22% said they had experienced both issues, meaning they had purchased a counterfeit product and also experienced an allergic reaction.

When these responses were combined, 40% of consumers surveyed said they had found one or more cosmetics they purchased to be fake or counterfeit. The survey also found that 26% had experienced an allergic reaction to one or more cosmetics.

Half of the respondents said they had not faced any such issue, while 5% were unsure. The survey recorded no respondents reporting a severe ailment from cosmetics in this particular question.

ONLINE PLATFORMS WERE THE BIGGEST SOURCE OF COUNTERFEIT PRODUCTS

The survey also looked at where consumers had purchased products that later turned out to be fake or counterfeit.

Online platforms, apps and websites emerged as the biggest source, with 23% of respondents saying they had purchased counterfeit cosmetics through these channels. Beauty, cosmetics or general stores followed at 18%, while 14% said they had purchased such products from local stores or stalls in markets.

The finding is significant because online shopping has become an important part of the beauty market. The survey report noted that online sales account for around 10% of beauty and personal care revenue in 2026, yet online platforms accounted for 23% of the counterfeit purchases reported by consumers in the survey.

For consumers, one challenge is that it can be difficult to establish who actually manufactured a product or whether an online seller is authorised.

FAKE COSMETICS CAN RAISE HEALTH CONCERNS

Counterfeit cosmetics can be particularly concerning when consumers cannot verify the ingredients, manufacturing process or quality of the product.

Recent enforcement action in India has highlighted the problem. The Maharashtra Food and Drug Administration carried out raids in Mumbai and Bhiwandi in June and seized illegal cosmetics and manufacturing machinery worth 1.52 crore. Officials found products with missing or incomplete information, including batch numbers, manufacturing dates and expiry dates.

The report also highlighted a case involving a skin-lightening cream used by women in Nagpur. Testing by the Maharashtra FDA reportedly found mercury in the product at levels 752 times above the legal limit. The product was subsequently banned.

Such cases show why consumers should not assume that a product is safe simply because it carries a familiar brand name or is sold through a website.

ALLERGIC REACTIONS ARE ANOTHER CONCERN

The survey found that 26% of consumers surveyed had experienced an allergic reaction to one or more cosmetics in the previous three years. The reported reactions were not necessarily linked to counterfeit products, but the survey found a significant overlap between the two groups.

According to the findings, the overwhelming majority of respondents who reported an allergic reaction had also reported purchasing a counterfeit product.

A reaction after using a cosmetic can include symptoms such as itching, redness, burning, swelling or a rash. If a reaction develops, consumers should stop using the suspected product. Persistent or severe symptoms should be assessed by a healthcare professional.

WHY PRODUCT LABELLING MATTERS

One of the easiest things consumers can do before using a cosmetic is checked its packaging and labelling.

Consumers should look for information such as the manufacturer's name and address, batch number, manufacturing details and expiry date. Missing, altered or unclear information should be treated as a warning sign.

This becomes even more important when buying products online, particularly from unfamiliar sellers or when a product is being offered at a price that appears unusually low.

The LocalCircles survey found that company stores accounted for 5% of reported counterfeit purchases, compared with 23% for online platforms.

WHAT CAN BE DONE TO MAKE COSMETIC SHOPPING SAFER?

LocalCircles has called for stronger systems to help consumers verify whether a cosmetic is genuine. Among its recommendations is a unique scannable authentication code that could allow consumers to check a product's authenticity and manufacturing and expiry details before using it.

The organisation has also called for e-commerce and quick commerce platforms to conduct stronger checks on sellers and provide information such as seller details, licence information and batch and expiry details on product listings.

The survey included more than 23,000 responses from consumers across 318 districts. The respondents included 61% men and 39% women, with participants from tier 1, tier 2 and tier 3 and 4 districts.

As India's beauty market grows and more consumers shift to online shopping, the findings underline the importance of knowing what is being purchased and where it comes from. A sealed package, a familiar brand name or a listing on a popular platform may not always be enough to establish authenticity.

For consumers, checking the seller, reading the product information carefully and paying attention to any unusual change in smell, texture, packaging, or skin reaction can help reduce the risk of using a questionable cosmetic.

- Ends