It used to be that "dupes" — cheaper lookalikes of name-brand products — were a guilty secret. Now, they’re a cultural movement.
From viral TikTok videos to side-by-side beauty product comparisons, dupes have gone mainstream. What is driving this shift?
Social Media: Platforms like TikTok and Instagram have become hotbeds for “dupe hunts,” influencer endorsements, and side-by-side product reviews. A single viral video can send shoppers to stores in search of the budget-friendly version of their usual go to.
This trend is especially popular among younger consumers, who may not be able to afford the big name brands.
We’re Not Just Tolerating Dupes, We’re Chasing Them: For today’s value-conscious consumers, dupes aren’t just "good enough"... they’re part of the thrill. They combine making a new discovery, frugality, and the power of social proof. Shoppers aren’t settling, they’re seeking.
According a recent survey of 1,239 Canadian Field Agents an average of 61% of consumers have bought a dupe in the beauty category, and would do it again. That’s not just acceptance, that’s loyalty.
We asked our agents who indicated that they have purchased beauty brand dupes in the past to tell us about their experience was with them:
"I bought essence lip gloss from Shoppers Drug Mart in place of an $18 Maybelline lip plumper. I paid $4.99 for essence. I actually like the quality better of the dupe and there's more product for a lot less money." Karie W, ON.
"I have tried the sol de Janeiro dupe from giant tiger. the packaging looks the same but the product definitely is not the same. the brand name product is alot better at hydrating the skin" Nicole D, MB
"I bought the ELF Halo Glow Liquid Filter, Complexion Booster as a dupe for the Charlotte Tilbury Flawless Filter. I liked the price of the ELF product and found it similar in consistency and glow. As far as dupes go, I think this was a very successful one and I can barely tell the difference when it's applied." Nikki S, ON
"I bought the elf eyeshadow palette, which was supposedly to copy the naked palette, similar to what was shown. The colours were similar, however the dupe did not last as long, the quality was not as good. But for the price difference, I would buy it again. It did the trick!" Lourdes P, ON
We also invited our agents to check out a few top beauty brands alongside some popular “dupes” that are creating buzz on social media, and asked them to let us know which one they’d actually put in their shopping cart: