How to avoid fake fragrances when buying online
Practical ways to avoid counterfeit perfume and cologne when shopping online in the UK, and what to do if you think you've bought a fake.
Counterfeit fragrance is common, especially online. Fakes can smell wrong, fade quickly, and in some cases contain ingredients that irritate skin. Here's how to protect yourself.
Buy from authorised retailers
The safest option is a retailer the brand supplies directly: department stores, established beauty retailers and the brand's own website. The Ledger only tracks retailers that supply official product feeds through recognised affiliate networks.
Be careful on marketplaces
Large marketplaces host many independent sellers. Some are legitimate, others are not. If you buy on a marketplace, check:
- Who the seller actually is, not just the platform.
- Their rating and how long they've been selling.
- Whether the listing is "sold by" the marketplace itself or a third party.
Warning signs
- The price is far below every major retailer. Big discounts happen, but a bottle at a fraction of its usual price is a red flag.
- Stock photos only, or blurry photos.
- Spelling mistakes on the listing, box or bottle.
- Packaging that looks thin, badly printed or poorly sealed.
- No batch code, or a batch code on the box that doesn't match the one on the bottle.
Testers aren't fakes, but they're different
Testers are genuine bottles made for shop counters. They're often sold without a box or cap. They can be a good deal, but they're usually not returnable and not suitable as gifts. The Ledger doesn't list testers, so every price you see is for retail stock.
If you think you've bought a fake
- Contact the seller and ask for a refund.
- If you paid by card or PayPal, you may be able to dispute the payment.
- Report the seller to the marketplace.
- You can also report counterfeit goods to Trading Standards through the Citizens Advice consumer service.
The simplest rule
If a deal looks unbelievable, it probably is. A genuine discount at an authorised retailer is always the safer buy.