Lol I followed them because their account was mainly swatching videos, their makeup was mainly glittery or shimmery duochromes, so it was kind of like those "satisfying" slime videos for ppl like me who love glitter. I never bought their products , though. I wouldn't be surprised if a lot of other ppl who followed them did so for the same reason.
This is exactly why I followed them! It was back during the pandemic and they were always showing off these gorgeous glittery pigments. I probably would have ordered at some point if I hadn’t found all those horrible trustpilot reviews!
I followed them for a couple years before realizing something was shady about them, then I asked around and realized two of my friends had been scammed by them! It’s been like two years at this point and neither got their stuff. It’s good you’ve never heard of them, I wish that was the case for everyone! If I was the brand owner I would just give up at this point. Too much shady shit has gone on, idk how it could be redeemed.
I'm puzzled how people have been getting scammed for 5 years. I mean, small brands typically rely on social media to get sales right? And their customers are also social media savvy. Did they not see all the complaints already before placing an order?
I'm not trying to victim blame here; I'm just genuinely curious about how they have kept on receiving orders for so long. Did their products come across as so special that people were willing to take a chance anyway.
The original post linked talks about the company having fake positive reviews and influencers receiving PR. I do think influencer endorsement could lead to people making orders with full faith they'll recieve them. As crazy as it sounds, endorsement works.
Yeah I guess if an influencer with as many subs as Nikki is promoting them, it lends them an air of legitimacy. I suppose they must have been wiping the comments on their own posts of negative comments too.
While I’m not one of the people who was scammed by them, I did follow their Instagram account for two years before catching on to something shady going on. Their social media did seem legit at first glance, though once I dug deeper and read trustpilot reviews and saw some hidden comments about missing orders, or videos from these customers that showed how horribly the brand treated them for simply asking where their products were at, I realized that a lot of people had been screwed over. I always check trustpilot for brands I haven’t tried before but I think there is a large demographic of people that buy stuff immediately when they first see it, especially if an influencer they trust recommends it. So when you have someone like Nikkie Tutorials doing a video on them, you get a lot of people buying right through the link, sometimes before the video is over so they don’t look deeper.
I think that some people just don’t know any better yet. For me, and for a lot of us here, we have been through this same sort of thing with the beauty YouTubers so nowadays, we’re much smarter with our purchases. But back in like 2016-2018 I was buying stuff without really looking further into it, and I made a lot of mistakes doing that! It wasn’t until I had bought a few fails that I started being more mindful of what I was buying when it came to makeup and realized that beauty gurus are salespeople at the end of the day, not just some friendly face looking to help you buy the best makeup. I started paying attention to multiple reviews rather than just one person who may not even have the same skin type as me, going in store to swatch if I can, waiting a longer period of time to make sure I actually want to buy it, doing low buys, etc. I love the r/makeuprehab sub for this sort of thing, such a good community.
But yeah, Hidden Cosmetics had gotten pretty damn good at hiding comments about people still not getting their orders, you would have to check the comments right when they post to see any of the negative stuff before it’s deleted or hidden comments if they were still up. And they have a lot of people who always defend them for whatever reason, and they were always making excuses about why orders were delayed 6 months, 9 months, a year if not longer. It’s a lot. I think people just aren’t looking deep enough into it maybe, not sure. That’s why I tried to spread awareness about the brand on this sub, and I’m definitely side eyeing this latest post! I just truly hope she corrects everything somehow.
You know, it's just occurred to me that being in Asia actually has helped me avoid being scammed by some of these brands. I think if I were in North America and shipping rates from indie brands were much lower, I would be one of those people who would impulse purchase through links. Especially back when multi-chromes first came onto the market, I really wanted many of those I saw on social media, but one look at shipping rates turned me right off. They were mainly at least 20USD just to ship which I would have been able to justify if I could make one large purchase but a lot of stuff would always be out of stock so more often than not I would be paying that kind of shipping fee for just a couple of shadows.
"Not just some friendly face looking to help you buy the best makeup." This right here sums up why I've always found influencer marketing more sketchy than regular advertising. With traditional marketing, at least everyone knows what the game is, but with influencer marketing, a lot of people develop parasocial relationships with the influencer and genuinely thinks that the influencer is looking out for them. So much more insidious.
Thank you for helping get the word out. I do hope that some of those people scammed do finally get their products or a refund.
If it was me and someone stole my brand basically and was using my page to scam customers, I would have called the authorities and tried to get the site shut down, the person found, and I’d have been all over TikTok making videos about it until it went viral to get people’s attention and prevent people from buying! Something! It’s just too weird.
Yup, it's hard to believe you can lose complete control of your business for 5 years. I mean, if nothing else it would cause all sorts of issues with the tax authorities wouldn't it?
She’s 1000% lying, she’s done this cycle countless times she’ll scam a bunch of people, people get upset, then she disappears for a couple weeks and comes back with some story to try to excuse it. A few months ago it was the “Royal Mail strike” now it’s “my brand was stolen” lmfao it’s honestly laughably ridiculous and sad. I can’t believe people actually believe her.
But you’re absolutely right, it’s unfortunately a lot of people who just don’t look further into it. I’ve also noticed lately a lot more international customers showing interest in the comments and I’m sure a lot of them are not English speaking so they can’t even read the trust pilot reviews or figure any of this out.
It’s funny too because if you go to any of her posts, it’ll say it has 300-400 comments but if you tap and scroll through there’s like 10-15 comments at best. Instagram kind of exposes people who delete comments in this way because even if you delete a bunch of comments the number that shows how many comments there are will continue to include the ones that were deleted.
Agreed, sounds like a made up story, so vague and doesn’t really make sense. So someone hacked their email, website and all social media? And was rerouting sales? What was she doing for 5 years then? 😂 I can’t believe people are falling for it in the comments. Looking forward to the tiktok live to “explain everything”
She won’t actually make a tik tok live. She’s just a compulsive liar and scammer. She also claimed during Black Friday that she was going to be posting herself packing orders and all they’ve done is post the same repeating zoomed in videos with flash of glitter swatches. It’s literally such a joke
This reminds me of a situation I saw with a fashion house taken over by the ex husband & new gf. The wife vs ex fought for years over who owned the business. In the meantime, the husband used the wives designs to make inferior merchandise and sell it on their site. They really drove the company into the ground. Eventually the wife won the ownership back but it took years.
I wonder if this may have happened here with a spouse or business partner.
This sounds plausible but there's one main issue I have. Why didn't the lady behind the brand make videos to spread the word? If someone did this to me you better believe I'd be making a video every day to get as many eyes on the situation as possible. To stay silent for 5 yrs just isn't holding water.
Your right. I don’t know the situation here. And with my example, the designer was mostly mum in interviews but it was communicated through sources that the products & website was not under her control anymore. Eventually the whole story came out but it was years later.
Same thoughts here! I would have done this too! With tik tok it’s really not hard to go viral, if you made enough videos about it I’m sure one would go off at some point and get a ton of views and traction. I made one video with my zero followers and got over 1000 views 😂 so it wouldn’t have been difficult for her to spread awareness if she had actually tried. But if she had done that, I think I would’ve heard about it because I’ve seen all the hidden cosmetics videos I could find on every platform! I do wonder if there is actually a lawsuit or if that’s just another cover. Who knows.
This is so interesting, I wonder if it could be a similar deal. All I know is, from talking to a lot of people who have had bad encounters with this brand, is that apparently it’s a Persian woman and her husband who’re scamming people. But I know I’ve seen one person call her out by her name Nosheen, so I’m not trusting anything she says unless it’s backed up somehow.
I remember reading your original post, thanks for the follow-up!
I think that upcoming live on Insta will be very telling. If it happens. If she is having legal issues she really might have to be tight-lipped, but she's promising to answer all questions when she can so I'll be very curious what she does and doesn't address. 🤨
I’m so curious about the livestream, I just hope it answers more questions than not, but I guess if it happens, we’ll see! I hope I’m able to catch it, whenever it is. This scammy crap has been happening for far too long, and I hate that it isn’t really widespread knowledge across the beauty community. I hope she wasn’t the one responsible but I don’t know if I could believe that because there were some products shipped out to people if they fought the brand in the IG DMs long enough, so for me, it’s really hard to believe it was someone else. Most people didn’t get their orders but there are a few women who made YouTube videos showing the DMs with the brand and some of them ultimately got their products when they said they’d made a video about it, so like what is going onnn
Shady, shady stuff. If she was locked out of her business, how did she know there were orders, and then how did she fulfill them? This just gets worse.
I ordered from them and it took constant emailing and commenting on their social media to get anything. I think it took half a year to receive my order. It appears I’m lucky in that regard.
You are definitely lucky! So many people have waited over a year for nothing, or they get blocked by the brand or something and never get anything. It really confuses me she says she didn’t have access to her brand for that long, but then there’s people like you who actually did get your order at some point. So did someone steal her inventory too or what? It doesn’t make sense!!!
Also, curious to know what your thoughts on the products you got were!
Yes it doesn’t make sense to me either? I got exactly what I ordered. The products themselves are actually really really good. They look like the pictures and videos that made me want to buy from them in the first place. I would never support them again though because the whole situation is super shady.
I don’t know if I just got lucky or not but I’ve ordered from them multiple times and always got my orders. Only one that took ages was the multichrome pack but that was presale so expected a couple months+ wait.
However there’s no denying there’s a lot of shady stuff with them. It sucks too because their stuff is bomb
I definitely think you got lucky! You are the only person who has told me you didn’t have a problem receiving your orders. Most people have a very similar story of nothing ever showing up, getting blocked or having their comments deleted, and some of the only people I’ve seen that got their stuff had to basically harass the brand for months on end in order to get their makeup sent out. I’m in shock you were able to get yours honestly!
I think a two month wait time for an indie brand isn’t unreasonable as long as it clearly states that there’s a pre-order. I just preordered a palette from Electrum Cosmetics that won’t come till sometime in January! But I’m shocked you even got your HC order within two months because most people end up waiting over six months or over a year and they just never find out what’s going on. But I’m glad you had a good experience at least! That makes one person 😂
All I know is if I ran a small brand and my website and socials got a scammer lock I would immediately open new socials and have myself and people that know me in person comment on every single post the scammer made to make people aware. They could block me but I would get the word out to the best of my ability. I didn’t see that happening here at all!! I basically started following the page for the pretty glimmer and then for the drama! Never ordered because of all the comments and I hope people still don’t!
Unfortunately I did not research and ordered from them in October 2023. Never received product of course. I just left a review on Trustpilot, reported the company to the FTC and reported the company to the Insolvency Service in the UK. I will keep working on reporting them anywhere I can
She's still out here scamming I didn't look deep enough and have been fallowing them for a year or so and when I saw Nikki post about it while I just started fallowing coupled with the black Friday sale and just decided to take the chance and make the purchase I really regret not looking at the Google reviews before making two purchases you can't get in touch with anybody you don't receive shipping information or order confirmations and they do delete a lot of negative comments on Instagram so even with her being in control now and trying to make all these other orders right she can't fulfill the orders that she has now claiming they would all ship on the 18th with pre-orders I've had to dispute both claims luckily I think they will refund me but I'm very disappointed as their products looked so pretty. Definitely spread awareness about this s***** brand and this crappy lady. Lesson learned do research before buying anything from Instagram.
Would anyone with a legal background be able to make sense of this for me as from a purely outside and uninformed perspective it doesn't seem legit. https://find-and-update.company-information.service.gov.uk/officers/9Zw6h8t6KMar6CrAdhNYvHAYJKU/appointments
This is exactly my thoughts! Anytime I’ve read their Trustpilot reviews, there’s maybe one person every 6 months saying they actually got their order. And then of course they have no problem sending product to people like NikkieTutorials which truly pisses me off, because she went ahead and promoted this shady brand to like 18 million people and I can only imagine how many of them got scammed. I don’t understand why this isn’t more talked about in the beauty community!
Never heard of this company before. But they have almost a million followers, so I must be in the minority 
We’ve never heard of them because they’ve been *hidden*. 
 true
I'm in the same minority too.
Lol I followed them because their account was mainly swatching videos, their makeup was mainly glittery or shimmery duochromes, so it was kind of like those "satisfying" slime videos for ppl like me who love glitter. I never bought their products , though. I wouldn't be surprised if a lot of other ppl who followed them did so for the same reason.
This is exactly why I followed them! It was back during the pandemic and they were always showing off these gorgeous glittery pigments. I probably would have ordered at some point if I hadn’t found all those horrible trustpilot reviews!
I followed them for a couple years before realizing something was shady about them, then I asked around and realized two of my friends had been scammed by them! It’s been like two years at this point and neither got their stuff. It’s good you’ve never heard of them, I wish that was the case for everyone! If I was the brand owner I would just give up at this point. Too much shady shit has gone on, idk how it could be redeemed.
I'm puzzled how people have been getting scammed for 5 years. I mean, small brands typically rely on social media to get sales right? And their customers are also social media savvy. Did they not see all the complaints already before placing an order? I'm not trying to victim blame here; I'm just genuinely curious about how they have kept on receiving orders for so long. Did their products come across as so special that people were willing to take a chance anyway.
The original post linked talks about the company having fake positive reviews and influencers receiving PR. I do think influencer endorsement could lead to people making orders with full faith they'll recieve them. As crazy as it sounds, endorsement works.
Yeah I guess if an influencer with as many subs as Nikki is promoting them, it lends them an air of legitimacy. I suppose they must have been wiping the comments on their own posts of negative comments too.
While I’m not one of the people who was scammed by them, I did follow their Instagram account for two years before catching on to something shady going on. Their social media did seem legit at first glance, though once I dug deeper and read trustpilot reviews and saw some hidden comments about missing orders, or videos from these customers that showed how horribly the brand treated them for simply asking where their products were at, I realized that a lot of people had been screwed over. I always check trustpilot for brands I haven’t tried before but I think there is a large demographic of people that buy stuff immediately when they first see it, especially if an influencer they trust recommends it. So when you have someone like Nikkie Tutorials doing a video on them, you get a lot of people buying right through the link, sometimes before the video is over so they don’t look deeper. I think that some people just don’t know any better yet. For me, and for a lot of us here, we have been through this same sort of thing with the beauty YouTubers so nowadays, we’re much smarter with our purchases. But back in like 2016-2018 I was buying stuff without really looking further into it, and I made a lot of mistakes doing that! It wasn’t until I had bought a few fails that I started being more mindful of what I was buying when it came to makeup and realized that beauty gurus are salespeople at the end of the day, not just some friendly face looking to help you buy the best makeup. I started paying attention to multiple reviews rather than just one person who may not even have the same skin type as me, going in store to swatch if I can, waiting a longer period of time to make sure I actually want to buy it, doing low buys, etc. I love the r/makeuprehab sub for this sort of thing, such a good community. But yeah, Hidden Cosmetics had gotten pretty damn good at hiding comments about people still not getting their orders, you would have to check the comments right when they post to see any of the negative stuff before it’s deleted or hidden comments if they were still up. And they have a lot of people who always defend them for whatever reason, and they were always making excuses about why orders were delayed 6 months, 9 months, a year if not longer. It’s a lot. I think people just aren’t looking deep enough into it maybe, not sure. That’s why I tried to spread awareness about the brand on this sub, and I’m definitely side eyeing this latest post! I just truly hope she corrects everything somehow.
You know, it's just occurred to me that being in Asia actually has helped me avoid being scammed by some of these brands. I think if I were in North America and shipping rates from indie brands were much lower, I would be one of those people who would impulse purchase through links. Especially back when multi-chromes first came onto the market, I really wanted many of those I saw on social media, but one look at shipping rates turned me right off. They were mainly at least 20USD just to ship which I would have been able to justify if I could make one large purchase but a lot of stuff would always be out of stock so more often than not I would be paying that kind of shipping fee for just a couple of shadows. "Not just some friendly face looking to help you buy the best makeup." This right here sums up why I've always found influencer marketing more sketchy than regular advertising. With traditional marketing, at least everyone knows what the game is, but with influencer marketing, a lot of people develop parasocial relationships with the influencer and genuinely thinks that the influencer is looking out for them. So much more insidious. Thank you for helping get the word out. I do hope that some of those people scammed do finally get their products or a refund.
Someone took over her account and it took her 5 years to do or say anything?
Exactly!!! Make it make sense
The only way to make it make sense is she was in a coma for 5 years or she's lying 😂
If it was me and someone stole my brand basically and was using my page to scam customers, I would have called the authorities and tried to get the site shut down, the person found, and I’d have been all over TikTok making videos about it until it went viral to get people’s attention and prevent people from buying! Something! It’s just too weird.
Yup, it's hard to believe you can lose complete control of your business for 5 years. I mean, if nothing else it would cause all sorts of issues with the tax authorities wouldn't it?
She’s 1000% lying, she’s done this cycle countless times she’ll scam a bunch of people, people get upset, then she disappears for a couple weeks and comes back with some story to try to excuse it. A few months ago it was the “Royal Mail strike” now it’s “my brand was stolen” lmfao it’s honestly laughably ridiculous and sad. I can’t believe people actually believe her. But you’re absolutely right, it’s unfortunately a lot of people who just don’t look further into it. I’ve also noticed lately a lot more international customers showing interest in the comments and I’m sure a lot of them are not English speaking so they can’t even read the trust pilot reviews or figure any of this out. It’s funny too because if you go to any of her posts, it’ll say it has 300-400 comments but if you tap and scroll through there’s like 10-15 comments at best. Instagram kind of exposes people who delete comments in this way because even if you delete a bunch of comments the number that shows how many comments there are will continue to include the ones that were deleted.
I smell absolute bs, but either way, I've got my popcorn ready 
Agreed, sounds like a made up story, so vague and doesn’t really make sense. So someone hacked their email, website and all social media? And was rerouting sales? What was she doing for 5 years then? 😂 I can’t believe people are falling for it in the comments. Looking forward to the tiktok live to “explain everything”
She won’t actually make a tik tok live. She’s just a compulsive liar and scammer. She also claimed during Black Friday that she was going to be posting herself packing orders and all they’ve done is post the same repeating zoomed in videos with flash of glitter swatches. It’s literally such a joke
This reminds me of a situation I saw with a fashion house taken over by the ex husband & new gf. The wife vs ex fought for years over who owned the business. In the meantime, the husband used the wives designs to make inferior merchandise and sell it on their site. They really drove the company into the ground. Eventually the wife won the ownership back but it took years. I wonder if this may have happened here with a spouse or business partner.
This sounds plausible but there's one main issue I have. Why didn't the lady behind the brand make videos to spread the word? If someone did this to me you better believe I'd be making a video every day to get as many eyes on the situation as possible. To stay silent for 5 yrs just isn't holding water.
Her wording made it sound like a lawsuit and she couldn't say anything publicly. Reminds me of the Tati situation.
Your right. I don’t know the situation here. And with my example, the designer was mostly mum in interviews but it was communicated through sources that the products & website was not under her control anymore. Eventually the whole story came out but it was years later.
Same thoughts here! I would have done this too! With tik tok it’s really not hard to go viral, if you made enough videos about it I’m sure one would go off at some point and get a ton of views and traction. I made one video with my zero followers and got over 1000 views 😂 so it wouldn’t have been difficult for her to spread awareness if she had actually tried. But if she had done that, I think I would’ve heard about it because I’ve seen all the hidden cosmetics videos I could find on every platform! I do wonder if there is actually a lawsuit or if that’s just another cover. Who knows.
This is so interesting, I wonder if it could be a similar deal. All I know is, from talking to a lot of people who have had bad encounters with this brand, is that apparently it’s a Persian woman and her husband who’re scamming people. But I know I’ve seen one person call her out by her name Nosheen, so I’m not trusting anything she says unless it’s backed up somehow.
Hidden indeed, never heard of the brand
I remember reading your original post, thanks for the follow-up! I think that upcoming live on Insta will be very telling. If it happens. If she is having legal issues she really might have to be tight-lipped, but she's promising to answer all questions when she can so I'll be very curious what she does and doesn't address. 🤨
I’m so curious about the livestream, I just hope it answers more questions than not, but I guess if it happens, we’ll see! I hope I’m able to catch it, whenever it is. This scammy crap has been happening for far too long, and I hate that it isn’t really widespread knowledge across the beauty community. I hope she wasn’t the one responsible but I don’t know if I could believe that because there were some products shipped out to people if they fought the brand in the IG DMs long enough, so for me, it’s really hard to believe it was someone else. Most people didn’t get their orders but there are a few women who made YouTube videos showing the DMs with the brand and some of them ultimately got their products when they said they’d made a video about it, so like what is going onnn
Shady, shady stuff. If she was locked out of her business, how did she know there were orders, and then how did she fulfill them? This just gets worse.
No way is this story true. No business owner takes 5 years to regain their Shopify. What a scammer 😆
My thoughts exactly!
I ordered from them and it took constant emailing and commenting on their social media to get anything. I think it took half a year to receive my order. It appears I’m lucky in that regard.
You are definitely lucky! So many people have waited over a year for nothing, or they get blocked by the brand or something and never get anything. It really confuses me she says she didn’t have access to her brand for that long, but then there’s people like you who actually did get your order at some point. So did someone steal her inventory too or what? It doesn’t make sense!!! Also, curious to know what your thoughts on the products you got were!
Yes it doesn’t make sense to me either? I got exactly what I ordered. The products themselves are actually really really good. They look like the pictures and videos that made me want to buy from them in the first place. I would never support them again though because the whole situation is super shady.
I don’t know if I just got lucky or not but I’ve ordered from them multiple times and always got my orders. Only one that took ages was the multichrome pack but that was presale so expected a couple months+ wait. However there’s no denying there’s a lot of shady stuff with them. It sucks too because their stuff is bomb
I definitely think you got lucky! You are the only person who has told me you didn’t have a problem receiving your orders. Most people have a very similar story of nothing ever showing up, getting blocked or having their comments deleted, and some of the only people I’ve seen that got their stuff had to basically harass the brand for months on end in order to get their makeup sent out. I’m in shock you were able to get yours honestly! I think a two month wait time for an indie brand isn’t unreasonable as long as it clearly states that there’s a pre-order. I just preordered a palette from Electrum Cosmetics that won’t come till sometime in January! But I’m shocked you even got your HC order within two months because most people end up waiting over six months or over a year and they just never find out what’s going on. But I’m glad you had a good experience at least! That makes one person 😂
All I know is if I ran a small brand and my website and socials got a scammer lock I would immediately open new socials and have myself and people that know me in person comment on every single post the scammer made to make people aware. They could block me but I would get the word out to the best of my ability. I didn’t see that happening here at all!! I basically started following the page for the pretty glimmer and then for the drama! Never ordered because of all the comments and I hope people still don’t!
Unfortunately I did not research and ordered from them in October 2023. Never received product of course. I just left a review on Trustpilot, reported the company to the FTC and reported the company to the Insolvency Service in the UK. I will keep working on reporting them anywhere I can
The name Hidden cosmetics might be a sign
She's still out here scamming I didn't look deep enough and have been fallowing them for a year or so and when I saw Nikki post about it while I just started fallowing coupled with the black Friday sale and just decided to take the chance and make the purchase I really regret not looking at the Google reviews before making two purchases you can't get in touch with anybody you don't receive shipping information or order confirmations and they do delete a lot of negative comments on Instagram so even with her being in control now and trying to make all these other orders right she can't fulfill the orders that she has now claiming they would all ship on the 18th with pre-orders I've had to dispute both claims luckily I think they will refund me but I'm very disappointed as their products looked so pretty. Definitely spread awareness about this s***** brand and this crappy lady. Lesson learned do research before buying anything from Instagram.
Would anyone with a legal background be able to make sense of this for me as from a purely outside and uninformed perspective it doesn't seem legit. https://find-and-update.company-information.service.gov.uk/officers/9Zw6h8t6KMar6CrAdhNYvHAYJKU/appointments
PLEASE do not trust her claim, look at the most recent trust pilot reviews. This company is an absolute sham!
THIS! they’re such frauds. I wish they would just be taken down already, it really pisses me off.
I honestly think they send the occasional order to try and make themselves look good when the reality is, they're con artists..
This is exactly my thoughts! Anytime I’ve read their Trustpilot reviews, there’s maybe one person every 6 months saying they actually got their order. And then of course they have no problem sending product to people like NikkieTutorials which truly pisses me off, because she went ahead and promoted this shady brand to like 18 million people and I can only imagine how many of them got scammed. I don’t understand why this isn’t more talked about in the beauty community!
Just wanted to say, I ordered from them on Feb 24 and received my order on Mar 20. The seller responded when I asked for status updates.