Protecting a Viral Beauty Brand:
How Gloss Ventures Fought Back Against Counterfeits on TikTok
About Gloss Ventures:
Gloss Ventures is a fast-growing beauty company known for innovative cosmetics that have captured massive attention across social platforms. One of their flagship products—a best-selling lip liner—went viral, with sales skyrocketing to one unit sold every 20 seconds.
The Challenge:
While virality is every brand’s dream, it comes with a dark side: counterfeiters and opportunistic sellers flood marketplaces to capitalize on demand.
Soon after their viral moment, Gloss Ventures faced:
Hundreds of unauthorized sellers listing lookalike products
Widespread trade dress, trademark, and copyright violations
Customer confusion and complaints about fake products
The brand’s reputation—and millions in revenue—were at stake.
The ThornCrest Solution:
ThornCrest deployed a rapid-response brand protection strategy that combined:
Advanced Monitoring: Daily scans across TikTok and other social platforms for infringing listings
IP Enforcement: Filing and tracking takedowns for trademark, copyright, and trade dress violations
Data-Driven Reporting: Transparent logs showing results and progress
Ongoing Support: Consultations and escalation for persistent infringers
Results
In just 90 days, ThornCrest achieved:
🚀 1,043 IP violations submitted
🚀 enforcement success rate:
67% - TikTok
79% - Amazon
100% - Instagram
100% - TikTok UK
🚀 Dramatic reduction in consumer confusion and marketplace noise
Gloss Ventures was able to sustain their viral momentum while protecting brand equity and customer trust.
Results achieved within 90 days on TikTok
The Road Ahead
Even as enforcement progresses, bad actors constantly reappear. ThornCrest remains engaged with Gloss Ventures to monitor and remove counterfeit listings—preserving the integrity and profitability of their brand.
Facing a Similar Challenge?
If your brand is experiencing copycats, counterfeits, or unauthorized sellers on TikTok, Amazon, or other platforms, ThornCrest can help. Let us know if you’re ready to take action.