Threats related to the growing trend of dupe culture

How are “dupes” different from counterfeits?
They are not always direct copies – often they imitate the functionality, design, or ingredients of products, presenting themselves as a “good-value alternative.” This phenomenon is communicated in this way on TikTok, Instagram, and YouTube, where the hashtag #dupe has reached hundreds of millions of views.

Segments where “dupe culture” is growing

“Dupe culture” affects many industries, but it is most common in beauty (cosmetics, perfumes), fashion (clothing, shoes, bags, accessories such as glasses or jewelry), and also in technology (headphones, accessories). The most frequently used word has become “alternative” or “substitute,” and influencers show that a given product “works” or “looks” almost like the luxury one. Fast fashion brands also take advantage of this trend, reacting instantly to runway shows and creating duplicates or fragrances that are several to even a dozen times cheaper, yet relatively comparable to premium products.

Who buys “dupes”?

Without a doubt, it is mainly Generation Z and younger Millennials. They are the most active on social media, search for trends, want to own the same items as their peers, but most importantly – they cannot afford luxury products. They are also the group most influenced by influencers promoting “dupes.” Another group consists of price-sensitive consumers who want to stay “on trend” but without bearing the high costs of luxury shopping.

Threats related to the growing trend of “dupe culture”

Across Europe, and globally, we see not only increasing resistance to duplicates, but also legal actions taken by brands and companies against both the production and promotion of substitutes. The line between “inspiration” and infringement of intellectual property rights is very thin, and luxury brands as well as fashion houses are consistently defending their heritage.

a) Brands and Pricing

Dupe culture influences the decline in the perceived uniqueness and aspirational value of luxury brands, and the line between the original and a cheaper substitute becomes blurred. Often consumers start to see the original as “too expensive” and not worth it, which leads to a culture of “bargain hunting” rather than building brand loyalty. Brands lose the space to maintain higher margins, because consumers compare them with low-cost alternatives. In e-commerce this comparison is extremely easy and fast – finding a “dupe” through a search engine or social media takes only a moment.

b) Intellectual Property

This also leads to court cases – for example, against Shein for systematically copying independent designers’ work; lawsuits by Dior or Chanel against producers of perfumes “inspired” by their bestsellers; or L’Oréal’s long-running battles with marketplaces that failed to stop the sale of counterfeits. The more difficult it is for a consumer to tell the difference between an original, an “inspired” version, and an illegal fake, the more strongly brand owners want to defend their intellectual property.

Legal battles do not only concern producers. Luxury brand owners stress that e-commerce platforms and logistics networks that handle the flow of these products also become, in practice, jointly responsible for what reaches the customer. That is why lawsuits are increasingly being filed against marketplaces rather than Asian manufacturers – because marketplaces, as global entities with the ability to control offers, are treated as guarantors of compliance.

Experts point out that platforms promoting or selling “dupes” may increasingly be accused of supporting counterfeits, and may face growing reputational risks if consumers experience problems with product quality or safety.

When talking about the risks of “dupes,” we cannot ignore production standards. Many duplicates do not meet norms of quality, durability, or safety (e.g., cosmetics with untested formulas), which brings not only health risks for consumers but also a loss of trust in the entire product category.

c) Environment and Sustainability

“Dupe culture” undoubtedly drives impulsive consumption. During “viral shopping,” products are bought because they are trending on social media, not necessarily because they meet a real need. Moreover, customers tend to use these products for a shorter time than average, which increases waste (e.g., fast fashion items, plastic cosmetic packaging). After years of raising awareness about conscious consumption and the importance of durable, high-quality products, we are once again facing the desire for quick ownership and fitting into the latest trend.

Impact of “dupe culture” on e-commerce

Duplicates affect e-commerce every day. Consumer behavior changes, and sales trends become harder to predict, as they can shift overnight when a micro-trend on TikTok grows into a multimillion-view phenomenon. Luxury brands also change their strategies – unwilling to lose any market share, they introduce slightly cheaper versions of their products (so-called “entry lines”).

Marketplaces are seeing dynamic increases in conversions thanks to “dupe” trends, but these come with huge risks: lawsuits, complaints, and a loss of consumer trust can quickly outweigh short-term gains.

There is increasing pressure on sales platforms and retailers, who face rising costs of offer verification – not only to avoid lawsuits from luxury brand owners but above all to protect their reputations. What’s more, there is a risk that premium brands may withdraw from a marketplace if they see “dupes” listed alongside their offers. This is why luxury brands are developing their own D2C (direct-to-consumer) channels (examples include Dior and Gucci).

Additionally, “dupe culture” forces e-commerce companies to use new analytical tools – monitoring social media trends in real time to track which products gain “dupe” status. This helps predict demand, but also react to legal compliance issues. Communication specialists (including those in crisis management) also find themselves with their hands full.

What can brands and e-commerce operators do?

In addition to monitoring social media, brands and operators should above all educate consumers – showing the difference in quality, durability, and safety between the original and a cheaper alternative. They should build a strong narrative around brand values, but also around the value of sustainable production – highlighting ethical manufacturing, innovation, and the company’s commitment to the environment.

Another idea is to segment the offer by creating more affordable product lines, which can keep consumers within the brand’s ecosystem, slowly build their loyalty, and prepare them to spend more as their purchasing power grows.

Above all, investing in the overall customer experience is essential – to prove that the original delivers something a “dupe” never can.

Article created in cooperation with Monika Janczura-Sobczak