Protecting a Viral Beauty Brand:

How Gloss Ventures Fought Back Against Counterfeits on TikTok

gloss ventures logo. white text over black background

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.

TikTok results

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.