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Everyone loves a good deal, or do they? While the term “dupe” has been around for decades, in recent years, the idea of purchasing a less-expensive product that’s highly similar to a luxury brand soared in popularity. Influencers on TikTok and Instagram would post their own recommendations for dupe makeup products, and soon many people’s beauty regimens were filled with drugstore brands. However, as many quickly discovered that dupes promoted overconsumption and weren’t, in fact, as good in quality as the originals, high-end makeup brands started to regain the popularity they had previously held. On social media, the aesthetic of a luxury life began to be painted as an ideal, and brands like Charlotte Tilbury, Dior, and YSL fit into it perfectly. But what happens when not everyone can afford to keep up with this lifestyle?

 

When searching the term “dupe makeup” on TikTok, a majority of the videos that appear were posted in late 2023. E.L.F., in particular, gained lots of popularity during this time period, when multiple influencers claimed that they used a full face of E.L.F. makeup for their daily routines. “The fan base, the cult following that E.L.F. has is so strong,” said makeup influencer Mikayla Nogueira in December 2023. One product in particular that gained massive popularity on social media was the E.L.F. Power Grip Primer. People raved about its similarity to the Milk Hydro Grip Primer (that costs $28 more than the E.L.F. product), and it became a staple in many people’s makeup regimes. 

 

However, the dupe frenzy seemed to spiral out of hand pretty quickly when the majority of people buying these products noticed the quality wasn’t what they expected. In fact, 30% to 40% of shoppers who were convinced by influencers online to buy dupe items were disappointed as they realized the influencers weren’t even using the items themselves. Other problems that arose throughout the dupe makeup trend were unsustainability and overconsumption. There was a huge spike in product releases from drugstore makeup brands and other cheaper makeup companies, in order to keep up with the amount of high-end products they wanted to duplicate. This phenomenon caused many people to become concerned about the environmental waste being created. Similarly, while buying cheaper products seemed more cost-efficient, consumers discovered that this can quickly lead to overindulgence into goods they don’t really need.

 

The most significant change in popularity from dupes to luxury makeup happened when influencers began promoting the lavish lifestyle that accompanies these high-end brands. Many of the same influencers who once promoted cheaper brands now show their makeup bags filled completely with luxury products. These makeup products go along with the perfume, clothes, and hair supplies that are also being recommended to fulfill this lifestyle. The pursuit towards this prestigious way of living can be explained by a multitude of reasons. When spending a lot of money on a luxury item, people tend to feel a high level of satisfaction with owning a status product, causing an emotional attachment to the rarity of that product. High-end brands are seen as a status symbol, so owning a lot of them can give the appearance of being in a high societal standing. 

 

So were dupes simply just another social media trend that’s faded away? The answer is no. Plenty of people still implement cheaper versions of products into their makeup routine, as there are some items that are very comparable to their luxury counterparts. Dupes can be great alternatives in lots of cases, as many high-end makeup products are overpriced and not worth the money. They’re also a great way to be inclusive within the beauty community as keeping up with such a lush lifestyle isn’t affordable for lots of people. However, we are certainly seeing dupes dwindle in popularity as luxury makeup makes its mark on the beauty industry once again.