The Dupe Culture

Have you heard the term "dupe" mentioned in the beauty or fashion world? The interest in budget-friendly alternatives to luxury products has exploded, driven by social media and influencers. Semi-selective beauty brands like IsaDora are now challenging the traditional notion that quality must come with a high price tag.

What is a dupe?

A dupe, short for "duplicate," is a product that resembles another, often more expensive and exclusive, product.

Why have dupes become so popular?

Dupes have become increasingly popular, especially among Generation Z and millennials, in the face of rising inflation and economic uncertainty. While society expects us to dress stylishly, many consumers find it difficult to afford all the products marketed by influencers.

According to Morning Consult, nearly half of Gen Z and millennial shoppers have consciously purchased a dupe, and global searches for "dupe" have increased by 40% compared to last year, according to Think with Google. It's clear that more consumers than ever are opting to replace expensive premium products with budget-friendly alternatives that offer the same results.

Influencers and the new Dupe Culture

Social media has been crucial in promoting the dupe culture. Influencers and consumers often share affordable dupes, creating a community and demonstrating that style and lifestyle don't have to cost a fortune. Hashtags like #dupe and #affordableluxury are popular on Instagram and TikTok.

The dupe culture continues to grow, particularly on TikTok, which has become a search engine for many young people. According to Emilia Hallström, Global Advocacy & Influencer Manager at IsaDora, consumer behavior is shifting toward seeking value and accessibility, with social media serving as a powerful platform for discovering and sharing these options.

This trend has led to products selling out both in stores and online, highlighting the high demand for quality products at a lower price.

The Dupe Mindset

The new dupe culture shows that it is no longer "shameful" to choose a cheaper alternative. On the contrary, it has become a point of pride for many consumers to find affordable products that deliver comparable results to more expensive brands. It's about being smart and strategic in your shopping approach—getting the same experience and results without paying more than necessary.