The beauty industry is seeing an influx of dupes, driven by macroeconomic trends and TikTok.
Try to copy Charlotte Tilbury and you’ll be met with an error message — and a humorous social media rebuttal.the brand posted last month showing a bottle of the brand’s Hollywood Flawless Filter wedged into a photocopier, the machine then spat out papers with messages like “Error! Copy impossible,” and “Legends cannot be copied.”users, however, tell a different story. “I have because Charlotte Tilbury is over my budget,” one comment read.
Per CreatorIQ data, the top beauty brands being duped by earned media value include Charlotte Tilbury, Rare Beauty and Sol de Janeiro; others mentioned with the word “dupe” include E.l.f. Cosmetics, L’Oréal Paris, MCoBeauty, Maybelline New York, Bath & Body Works and Milani. A quick scroll through MCoBeauty’s bestsellers page on its website shows its Flawless Glow Luminous Skin Filter, with a beveled cap akin to Charlotte Tilbury’s; its Miracle Anti-Aging Repair Serum, in a square, brown apothecary bottle that resembles Estée Lauder’s Advanced Night Repair Synchronized Multi-Recovery Complex, and rectangular bottles of Super Glow Bronzing Drops and Blush Drops that share similar shapes to the format introduced by Drunk Elephant.
“The item that’s being duped doesn’t necessarily lose sales,” said Larissa Jensen, senior vice president of beauty and industry adviser at. “The consumer who can afford the original is going to continue to buy the original. The consumer who can’t will buy the less expensive item. It’s two different consumers.”“Where the original brands miss out is where that price is high enough that it becomes inaccessible,” said Hood.
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