W Cosmetics recalls cosmetics over English labeling concerns

An urgent recall has been issued for several cosmetic products after the Australian Competition and Consumer Commission found that labels did not meet mandatory English-language ingredient disclosure standards. The recall aims to prevent potential allergic reactions among consumers who rely on ingredient information to identify substances they may be sensitive to. The recall focuses on a range of cosmetic and skincare items sold by W Cosmetics, with products including eye masks, body cream, and lotion identified as affected.

The affected items were sold nationwide online between March 1, 2023, and September 12, 2025. Consumers who have purchased recalled products should stop using them immediately and contact W Cosmetics to arrange a free return and full refund. The company will issue a pre-paid return label to eligible customers. Those who need to return items can place the product in a sealed box, affix the label, and drop the box at any Australia Post location, after which a refund will be issued. If a customer is unable to return the product or has given it to someone else, they can call W Cosmetics on 0416 699 666 for further information.

The ACCC said the recall is necessary because the labels do not meet the mandatory standard for cosmetic ingredient labeling, which prevents consumers from easily checking the ingredients to identify potential allergens or sensitivities. The risk of an allergic reaction is heightened when consumers cannot verify what is in a product before using it, a concern the regulator described as a compliance failure that requires immediate action.

W Cosmetics, described in company materials as having been formed 11 years ago, operates 38 retail stores and generates about $200 million in annual revenue. The founder is identified as Lee Li, a Chinese-born entrepreneur whose backstory has remained largely shrouded; multiple sources noted that staff contacted by reporters did not know who their boss was. The Daily Mail, which published information about the recall, also contacted W Cosmetics for comment, though the company did not offer details in the exchange.

Industry observers say the case highlights ongoing vigilance over labeling requirements for cosmetics sold online and in retail networks across the country. In Australia, regulatory authorities emphasize that ingredient disclosures must be clear, legible, and presented in English to ensure consumers can make informed choices and seek medical help if they have an adverse reaction. Officials indicated they will monitor the enforcement of labeling standards and may pursue further action if additional noncompliance is found.

For consumers, the recall underscores the importance of checking product labels for ingredient information before use, especially for items purchased online or gifted to others. The ACCC advised shoppers to look for products that may be part of the recall and to follow the return instructions provided by W Cosmetics to obtain a refund. In cases where labels are inconsistent or appear in languages other than English, customers are encouraged to contact the retailer or the regulatory authority for guidance and to report any adverse reactions to healthcare providers for appropriate treatment.

As the investigation unfolds, regulators and consumer groups will likely scrutinize W Cosmetics’ compliance history and the adequacy of their labeling processes. The consumer watchdog has not announced any penalties at this time, but the recall demonstrates that swift corrective action is expected when labeling standards are not met, with a focus on protecting public health and ensuring customers can make informed decisions about cosmetic products.