Inside Beauty’s Great Dupe Debate

The dupe days of beauty are well upon us.

Though dupes — which are essentially lower-priced alternatives to prestige products — have long been a relevant theme in beauty, the category has gained new significance as consumer purchasing habits evolve in key ways.

“The dupe debate has been reignited,” said Larissa Jensen, senior vice president of beauty and industry adviser at Circana. “On one hand, you have those who feel dupes make luxury accessible; on the other, there are those who feel that exclusivity, craftsmanship, legacy — that’s the point of luxury.”

Indeed, as dupe discourse mounts among value-minded shoppers on social media platforms like TikTok and Instagram — which consumers report play a key role in influencing dupe purchases — the industry’s divide over the hot-button topic has only deepened.

Oft-duped brands like Charlotte Tilbury and Olaplex have even clapped back at the phenomenon, with the former launching a “Legendary. For a Reason” campaign dubbing its viral offerings as “undupable,” while Olaplex launched a gag “Oladupé” product campaign in 2023, claiming “the only genuine Olaplex dupe.”

But dupe culture presents opportunity for brands on both sides of the debate, Jensen said.

“From an affordability aspect, you’ve got consumers who may not be able to afford a particular luxury item, but [with dupes], they can still feel like they’re treating themselves,” she said, adding, “The luxury shopper who can continue to indulge in luxury will still do so — but just because you can’t afford the luxury item doesn’t mean you can’t partake in the trend.”

In addition, dupes drive discovery for products across channels — including those being duped.

“They create greater engagement — consumers are researching products, they’re testing more products, they’re more aware of products, and in any dupe conversation, there are two brands and two products involved,” said Jensen. “For instance, as a consumer who was interested in the value-price product, you become aware of the luxury version, and as a luxury consumer, you may realize there’s a similar product at a cheaper price point and want to try it. This is how the beauty industry continues to grow and develop and create new categories.”

To better understand how consumers are engaging with dupes and the impact of the sector’s growth on the broader beauty industry, WWD Beauty Inc and Circana joined forces for a look into the dupe-buying behaviors of consumers of different backgrounds. 

Here, the results. 

By the Numbers:

While only 43 percent of respondents have purchased a beauty dupe, a far larger portion — 77 percent — report that they either have or would be willing to purchase one. 

Skin care and makeup go head-to-head as the most prominent dupe categories overall, while a breakdown by generation reveals Gen X and Baby Boomers are most inclined to purchase skin care dupes, though makeup takes the top spot among Gen Z and Millennials. Here, the top dupe categories in beauty overall. 

And a breakdown by generation:

Skin care:

Makeup:

Hair care:

Fragrance:

Social media plays a key role in influencing dupe purchases. The top channels which drove respondents’ recent dupe buys are: 

With that being said, social commerce is far from being the biggest channel in terms of dupe sales, with e-tailers and traditional brick-and-mortar retailers comprising the majority of share. 

Money Matters

Affluent consumers are no less interested in dupes: 40 percent of respondents with household incomes over $200,000 report they have purchased a beauty dupe and would do so again, tracking just three percentage points behind the 43 percent of respondents with incomes between $75,000 and $99,999 who said the same. Here, consumers’ likelihood to buy a dupe even if they can afford the original product: 

While price is important, it’s not the only thing driving interest in dupes. In fact, 68 percent of respondents agree that dupes have a similar quality and style as the original, while 76 percent cite their convenience as a key purchase motivator. Respondents agreed: 

Dupes make beauty products more affordable: 80%

I like the original item but was looking to save money: 78%

Dupes are a great way to try a quality product without having to spend a lot: 78%

Dupes are convenient: 76%

Dupes have similar quality and style as the original: 68%

Dupes build awareness of the original product: 65%

Plus, consumers don’t necessarily associate price with quality, meaning dupes don’t always feel like a trade-down. Respondents that indicated they associate higher prices with better quality:

Interest in dupes doesn’t diminish interest in access to innovative products. On the contrary, most respondents indicate both are important.