- Packaging and authenticity together account for 31.5% of negative opinions in sampled buyer reviews.
- Packaging accounts for 17.4%; authenticity for 14.1% of that negative-opinion set.
- These are reported concerns, not verified defect or counterfeit rates.
Packaging or authenticity accounts for 31.5% of negative opinions in the sampled buyer-review set in Relvo’s India cosmetics research (n=149), snapshot dated 3 October 2026. Packaging contributes 17.4% and authenticity 14.1%. This concerns what negative opinions are about, rather than the proportion of orders affected.
How to read the numbers: Shares describe selected buying decisions or opinions, with the base shown. Positive-opinion charts include positive and negative opinions only. Separate evidence sets may share underlying accounts and differ in buyer and product mix. Small bases are indicative; bases below 10 are reported directionally.
The finding matters because a buyer evaluates more than the formula. The condition of the product they receive and their confidence in what it is can shape the experience before performance is fully assessed. The research does not establish where a reported packaging problem originated.
The India cosmetics market research keeps packaging and authenticity separate from shade, longevity and other product opinions. An authenticity concern is a statement of doubt, not independent confirmation that an item is counterfeit. A packaging complaint also needs inspection before responsibility can be assigned.
For brands and retailers, the appropriate follow-up is to compare the account with the actual item, order and handling information. Which part of the pack did the buyer question? Was the issue about condition, expected presentation or confidence in origin? Those distinctions affect what evidence is needed.
Relvo’s consumer behavior research helps identify questions around the received product. It does not audit warehouses, sellers or supply chains. It also cannot show that improving packaging would prevent a specified share of complaints, since the chart is a description of sampled opinions rather than a tested intervention.
Questions about the research
Does 14.1% represent the share of makeup orders that are counterfeit? No. It is the share of negative review opinions concerning authenticity. The research does not independently authenticate the products discussed.
Is this based on sales data? No. It uses coded buyer accounts and opinions. It is not purchase data and not a representative survey.
Related research: The India Cosmetics Market Report, 2026 on NBW Brain examines buyer decisions, product experiences and behavioural patterns, with evidence available through its Market Brain.
Methodology
Source: Relvo cosmetics research, snapshot dated 3 October 2026. Selected India-focused makeup discussions and recent product reviews cover October 2025–October 2026. Records were checked for category and geography, coded to a fixed codebook and reviewed for coding reliability. The discussion evidence is heavily English-language and concentrated in a few sources. Reviews cover selected products and recent experiences; they are not a random sample of purchases. Positive-opinion shares exclude mixed and neutral opinions. Each percentage refers to the event or opinion set named alongside it. Evidence layers may share accounts and are not independent samples. Bases of 10–29 are indicative; bases below 10 are reported directionally. Findings are self-reported, not sales data or a representative survey.
You must be logged in to post a comment.