As the popularity of e.l.f. Cosmetics continues to rise, so does the presence of counterfeit products online—especially when it comes to their cult-favorite concealers like the 16HR Camo and Hydrating Camo. Buying fake makeup not only results in wasted money, but it can also pose serious risks to your skin due to unregulated ingredients.
Here’s a comprehensive guide to spotting authentic e.l.f. concealer products online, so you can shop safely and confidently.
1. Buy from Verified Retailers Only
The most effective way to avoid fake products is by purchasing directly from:
- e.l.f. Cosmetics official website
- Major retailers like Target, Ulta, Walmart, Amazon (sold and shipped by Amazon), or Superdrug (UK)
Avoid third-party resellers on platforms like eBay, Poshmark, Wish, and AliExpress, unless they’re verified.
Tip: On Amazon, look for the “Ships from and sold by Amazon” label.
2. Inspect the Packaging Details
Authentic e.l.f. concealers have clean, minimalistic packaging with consistent fonts and spacing. Check for:
- Correct logo: Lowercase “e.l.f.” with dots between the letters.
- Accurate shade names: Refer to the official e.l.f. website for correct shade listings.
- Ingredients and barcode: Legitimate products include full ingredient lists and barcodes.
- Tamper-proof seals: Most e.l.f. concealers come sealed or shrink-wrapped.
Fake products may have spelling mistakes, blurry printing, or lack proper hygiene seals.
3. Compare Prices That Seem “Too Good to Be True”
e.l.f. is already budget-friendly, with most concealers priced between $6–$9 USD. If you see a listing for $2 or $3, especially from a non-reputable site, it’s likely counterfeit.
Warning signs:
- Deep discounts from unverified sellers
- “Wholesale” concealer bundles for unusually low prices
4. Read Customer Reviews & Ratings Carefully
Always scroll through customer reviews on the product page. Watch out for:
- Multiple complaints about different textures or smells
- Mentions of irritation, rash, or breakouts
- Inconsistent packaging photos from other buyers
If the product has no reviews or just generic 5-star ratings with no text, be cautious.
5. Check for Batch Codes or Expiry Dates
Authentic e.l.f. concealers usually have a batch code or expiration date printed on the tube or outer box. This code can be verified using online cosmetic batch code checkers.
No code = suspicious. Most genuine cosmetics include manufacturing data for quality assurance.
6. Compare with an In-Store Product
If possible, compare your online purchase to a verified in-store version at Ulta or Target. Look at:
- Size and shape of the applicator
- Tube material and opacity
- Smell and consistency of the formula
Counterfeit concealers often have an odd smell, runny texture, or too-thick consistency.
7. Look Out for Outdated or Discontinued Packaging
Some counterfeit sellers use images of old e.l.f. packaging that has since been updated. Check the e.l.f. website to ensure you’re buying the latest packaging version.
If a listing shows a product from a line that’s been discontinued for years, it could be:
- Expired
- Resold counterfeit stock
- Poor-quality imitations
8. Contact Customer Support if Unsure
If you’re ever in doubt, you can:
- Contact e.l.f. customer service with the product’s barcode or batch code
- Send photos for verification
- Report suspicious sellers or listings
They may even offer you guidance on how to get a refund or where to shop safely.
Final Thoughts
Shopping online is convenient, but it comes with risks—especially when it involves beauty products applied directly to your skin. To ensure you’re using authentic e.l.f. concealer, stick to reputable stores, check packaging details closely, and don’t fall for suspicious discounts.
When in doubt, remember: If it feels off, it probably is. Prioritize your skin’s health and your wallet by being an informed buyer.