Once whispered about in fashion forums and beauty blogs, dupe culture has now taken center stage in the retail landscape. What began as a niche trend has evolved into a significant retail force, reshaping consumer behavior, pricing strategies, and brand equity.
A recent Business Insider and YouGov survey, cited by EMARKETER, found that 71% of Gen Z consumers sometimes or always opt for a cheaper version of name-brand products. Further driving this shift, 51.1% of Gen Z shoppers say they’ve purchased a product they discovered on social media.
As social media platforms like TikTok and Reddit amplify the reach and visibility of dupes, and AI tools like ChatGPT making it easier than ever to compare products and decode performance claims, the dupe economy presents both challenges and opportunities for brands.
The dupe wars: Winners and losers
The rise of dupe culture is a double-edged sword. On one hand, brands like e.l.f. Cosmetics have capitalized on the trend. Τheir Halo Glow Liquid Filter—considered a dupe for Charlotte Tilbury’s Hollywood Flawless Filter—became a TikTok sensation. This virality translated into hard numbers: e.l.f. reported a 31% jump in revenue in Q3 2024, reaching $355.3 million!
What makes dupe culture different from traditional knockoffs or “inspired by” products is precision. Today’s savvy consumers aren’t just looking for a cheaper alternative, they’re looking for the same active ingredients, the same finish, and the same results. That’s why the conversation around dupes is more ingredient- and performance-driven than ever before.
This level of transparency and education is what’s turbocharging the dupe economy. Consumers compare ingredient lists side by side (often with the help of TikTok creators or AI tools like INCIdecoder and ChatGPT), look for clinical-level results, and then ask: If it’s functionally the same, why am I paying more?
For legacy brands, this poses a new kind of challenge, one of scientific authority. They must now defend their formulas in the public square and justify price premiums in a culture where “just as good” can go viral faster than a product launch. At the same time, these brands face the risk of brand dilution. The widespread availability of dupes can erode the perceived exclusivity and quality that these brands rely on.
In response, some high-end brands are adopting innovative strategies to reinforce their unique value. For instance, Lululemon hosted a “Dupe Swap” event in Los Angeles, inviting customers to exchange imitation leggings for a pair of authentic ones. This initiative not only highlighted the brand’s commitment to quality but also engaged consumers in a memorable experience.
You see, it’s not always a matter of losing customers. It’s about losing control of the brand story. When dupe creators and influencers decide how a luxury product is positioned (“same glow, half the price”), brands are forced into reactive mode. And how they respond—whether through stronger storytelling, faster innovation, or smarter positioning—can make all the difference.
Strategic implications for brands
In this day and age, where a $14 product can replicate the performance of a $50 one—and go viral doing it—brands are competing on innovation, but also on perception, accessibility, and speed. The dupe economy forces companies, especially in beauty, wellness, and personal care, to rethink their approach to pricing, positioning, and product development. These are proactive measures for brands looking to future-proof their relevance in an increasingly discerning market.
- Brand protection:
Dupe culture blurs the lines between admiration and infringement. While most dupes aren’t legally counterfeit, they can still threaten brand equity, especially when customers struggle to tell the difference.
Forward-looking brands aren’t waiting to be outpaced. They’re taking proactive steps: enforcing trademarks where applicable, collaborating with platforms to flag misleading claims, and educating consumers. This means clearly communicating what makes the original product superior, from patented technologies to clinical testing, ethical sourcing, or long-term results.
The bottom line: Vilifying dupes rarely works. Instead, smart brands double down on what makes them worth the premium. The message? We are not afraid of the comparison.
- Tiered product lines:
Luxury and prestige brands are increasingly launching entry-point SKUs, diffusion lines, and mini formats to capture value-conscious consumers before they get hooked on a dupe.
We are talking about entry-level experiences that convert curiosity into loyalty. Introducing more accessible product lines can help brands capture budget-conscious consumers without compromising their premium offerings. This strategy allows brands to compete with dupes on price while maintaining brand integrity.
Not all dupe buyers are the same. Some are budget-maximizers who genuinely can’t afford the original. Others are value hackers, aka consumers who can afford luxury, but see no reason to overpay when the results are similar. Then there’s the trend chaser, who just wants what’s hot now.
Each of these segments responds to different messaging:
- For the value hacker: proof of performance and scientific superiority win.
- For the budget-maximizer: tiered pricing, bundles, and loyalty incentives offer stepping stones.
- For the trend chaser: speed to market, cultural cachet, and creator partnerships build relevance.
Tailoring marketing strategies to these segments can enhance brand engagement.
Leveraging AI tools
Artificial Intelligence, particularly tools like ChatGPT, can assist brands in navigating the dupe economy.
- Trend monitoring: AI can analyze vast amounts of social media data to identify emerging dupe trends, enabling brands to respond swiftly.
- Consumer insights: By processing customer reviews and feedback, AI can help brands understand consumer perceptions of dupes versus original products.
- Product comparison: AI tools can compare product specifications, ingredients, and pricing, providing insights into how dupes stack up against authentic products.
For brands, leveraging AI is less about hype and more about precision: understanding who your customer is, what they believe about value, and why they are willing to walk away.
Turning dupes into strategy
The dupe economy presents a complex, high-stakes landscape for modern brands. On one hand, it democratizes access, making prestige formulas and luxury aesthetics available to broader audiences. On the other, it disrupts the foundations on which many premium brands have built their value: exclusivity, mystique, and unchallenged authority.
But this isn’t the time for panic. Brands should move beyond defensiveness and engage consumers on performance, transparency, and trust, whether through tiered pricing strategies, education-led marketing, or AI-powered intelligence.
In a world where consumers scroll faster, compare smarter, and spend more selectively, brand storytelling and AI can anchor perception, guide decisions, and reclaim the value conversation.
