In the evolving world of beauty, one trend continues to gain unstoppable momentum, the rise of beauty dupes. Once seen as low-cost imitations, dupes are now a driving force in the industry, offering consumers affordable versions of luxury beauty staples without compromising on performance or style.
Back in the late 20th century, Gen X teens idolised celebrity-endorsed fragrances like YSL’s Opium, Dior’s Poison, and Chanel classics. These perfumes symbolised glamour, but their steep prices placed them out of reach. Soon the market responded with budget-friendly alternatives, allowing young consumers to access a taste of luxury without the hefty price tag.
Today, dupes have evolved from drugstore secrets to mainstream must-haves, thanks in large part to TikTok. Gen Z creators have transformed platforms like TikTok and Instagram into discovery engines for budget beauty. Early influencers, often retail employees at Ulta or Sephora, initially spotlighted prestige products. But as affordability became key, content began to shift toward high-performing, wallet-friendly alternatives.
Brands have embraced this shift. e.l.f. Cosmetics stands out as a dupe powerhouse, building its reputation on affordable versions of viral beauty hits. Products like the Power Grip Primer, inspired by Milk Makeup’s Hydro Grip, and the Putty Primer range, reminiscent of high-end counterparts, consistently generate buzz and often sell out.
Fragrance is seeing similar disruption. ALT. Fragrances has built a loyal following with scents that echo Tom Ford and Hermès at a fraction of the cost. Morphe and Essence are also some of the go-to brands for affordable eye and lip products.
Meanwhile, L’Oréal Group strategically bridges the luxury and drugstore divide. By owning both prestige and mass-market labels, it channels innovations from brands like Lancôme and Kérastase into accessible lines such as Maybelline and L’Oréal Paris.
In this new beauty era, dupes aren’t just budget buys, in fact, they are smart choices. With social media driving demand and consumers prioritising value, affordable beauty is redefining what luxury really means.
