WHAT IN THE Dupe?

The younger generation is embracing 'copycat' brands like never before. What does this mean for the luxury space and the beauty industry at large?

- KONIKA DATTA

For many of us, owning the latest viral beauty product in the market is crucial, regardless of our financial capacity and social status. These days, when that product exceeds our budget, it’s not uncommon to settle for an affordable alternative. This has led to what we call the ‘dupe culture’. Brands making dupe products and consumers buying these dupes was always a hush-hush matter, but that isn’t the case now. With social media shaping our buying habits and Gen-Z being the most targeted demographic, the stigma surrounding dupes is dissipating. Thriving on digital platforms, this generation’s perspective towards these products isn’t the same as its previous generation – for them, buying dupes is no longer a thing of shame.

In fact, there has been an increased demand for such products. A recent report by Base Beauty and Mintel says, 64 per cent of Gen-Z and 67 per cent of millennials use product dupes to save money, and one-third of beauty shoppers buy make-up dupes seen on social media. Embracing this culture has not only democratised the beauty industry, but has also helped many international and homegrown brands flourish. For instance, e.l.f. Cosmetics (a Gen-Z favourite brand known for re-creating luxurious products at a cheaper price) reached a market cap of $5.62 billion as of February 2025, and Minimalist (initially compared to The Ordinary for its similar approach to single-ingredient formulations) was acquired by HUL for ` 3,000 crore – more on them a bit later. If truth be told, the younger demographic has changed the face of dupe culture in beauty. But what’s making them accept these products so freely with an increased excitement and demand for dupes?

HYPING IT UP

The sheer joy of finding the perfect alternative to a coveted fancy product is unexplainable.