A fake DIRTEA store copied about 110 mushroom products, then called itself a fashion label

Converted at 1.359, then cut 65%

The pricing follows one formula. dirteahealth.shop shows DIRTEA's sterling prices in dollars at about 1.359. A 60 g powder is £38 on dirteaworld.com and $51.64 on the copy. A 12-month powder subscription is £293.92 officially and $399.43 on the copy. The yearly DIRTEA Boxset is £1,087.49 and $1,477.85. In the store grid, many items then carry a '-65%' badge: the Cordyceps and Tremella powders drop to $18.07, the Boxset subscription to $517.25.

The discount doesn't hold. On the Cordyceps product page, choosing the 60 g size showed the full $51.64 instead of the grid's $18.07. We added nothing to a basket and did not reach checkout, so we cannot say what the store would charge, or whether anything would arrive.

A second shop signed '© 2026 DIRTEA', and 14 parked names

dirteamushroom.co.uk is a WordPress shop with a 'Buy Dirtea Mushroom' homepage and 22 products, all titled DIRTEA and all using the brand's photos, uploaded in June 2026. Prices sit a little under DIRTEA's: £35 for a 60 g powder against £38, £25 for gummies against £34, £95 for the gummies boxset against £136. The About page calls it 'a curated collection of mushroom products'. The footer reads '© 2026 DIRTEA. All rights reserved.' With no company name or address on its pages, a shopper has no way to tell it apart from the brand. Homepage lines such as 'Tools to steep your trip just right' look left over from a tea-shop template.

Certificate logs also showed 14 brand-name domains, including dirteahealth.com, dirteaworld.co and dirtea.net, that redirect to a domain-parking page. We could not see who owns them, and some may be DIRTEA's own defensive registrations. Variants such as dirtea.org and dirteaworld.it redirect to dirteaworld.com.

These are supplements, so a lost payment is the smaller risk. Neither shop says where its stock comes from or who ships it. A buyer cannot check whether a tub of gummies or a pouch of powder is genuine, in date or properly stored. We did not buy or test any product.

Marketplaces: resale at or above DIRTEA's prices

On eBay, 13 of the 20 results for 'DIRTEA' were the brand's products, from six sellers, mostly at or above DIRTEA's own prices. One US listing asked $107.89 for a Chaga powder; DIRTEA's 60 g Chaga pouch is £38. Nothing suggested the listings are counterfeit. Walmart showed three DIRTEA matcha listings, two described as British imports, including two 180 g pouches for $190.08. On Amazon UK, DIRTEA runs its own brand store, and the results we reviewed showed nothing that looked unauthorised, though we did not check every seller.

Google's image index matched DIRTEA product photos on 13 pages across 10 unrelated websites, mostly under DIRTEA product titles, a pattern typical of compromised sites used for search spam. Two Alibaba packaging-supplier listings showed a DIRTEA tin photo; Alibaba put up a bot check and we stopped there. Otherwise, Alibaba and AliExpress returned unrelated 'dirty wash' goods, and TikTok Shop, Temu and the ad library returned nothing.