Dupe Culture: What It Means for Brands, Consumer Psychology and the Future of Marketing

Once, imitation was flattery. Now, it’s a movement worth billions.

Welcome to dupe culture. Where TikTok has turned bargain-hunting into a competitive sport, particularly in the beauty, fashion and homeware industry. 

The #dupe hashtag has over 8.9 billion views, with consumers proudly sharing their their Kmart label brand alternatives and big beauty brand dupes.

@lucindapikkat Replying to @Suzzanne Lacey dupe vs fakes. The line is getting closer and closer! #dupe #dupes #popculture #dupeparfum #dupeculture ♬ original sound - LUCINDA PIKKAT

 

With 71% of Gen Z and 67% of Millennials actively choosing dupes (source: ASG), this shift isn’t a trend. It’s a full-blown consumer movement.

For brands, this raises big questions. 

❓What happened to prestige and status - Why are consumers increasingly prioritising value for money now?
❓ Does brand equity and loyalty still matter? How can brands adapt?
❓How do premium brands stay relevant when cheaper, high-quality alternatives exist?
❓Is any of this legal or ethical (let’s stamp this out early -  we don’t cover this in the article. This piece is an exploration of dupes as it is relevant to customer psychology, brand and marketing).
❓What does this mean for the future of customer / brand relationships in an imitation-saturated market.

The answers lie in consumer psychology, shifting brand perceptions and the fast pace of modern marketing. Through a marketing and brand lens, we dissect dupe culture.

Why now? The psychology behind the shift

Consumer perception has flipped. Dupes aren’t cheap knock-offs, they’re being seen, shared and hyped among friends as smart choices. Many shoppers who can afford original brands are still choose dupes (source: AFR).

Dupe culture is thriving because it hits five consumer sweet spots:

• Social currency. Our friends at TikTok and Instagram have turned dupes into cultural capital. Finding the perfect luxury for less is a flex.

• Digital discovery and e-commerce. Now, brands don’t need multi-million dollar budgets to get their product out there. Pre-social media, the major beauty brands relied heavily on brand advertising, traditional media and in-store advertising, celebrity endorsements and customer loyalty. Now, brands are able to meaningfully enter a category by making noise online. Smaller players are able to enter and disrupt categories by marketing (often through UGC content) quickly and cheaply.  

• Consumer culture. You know how your mum has had the same pair of jeans for 20 years? Yeah, nah, we don’t typically shop like that anymore. Typically, first-world culture buys more than what we need. In fact, 80% of us know we buy more than what we ‘need’ (source: McCrindle). Of course, if our financial means don’t change, this means buying more stuff that’s priced lower - this is a perfect cultural breeding ground for dupe culture.

• Economic realities. Oh, the small issue of affordability. In a cost of living crisis, 68% of Australians are switching to cheaper products (source: AFR). Simple.

• Democratised luxury. Leading on from the above point.. Why pay $443 for Baccarat Rouge 540 when you can grab a Chemist Warehouse $60 dupe that smells really similar.. Why shouldn’t everyone have access to that scent? Ethics and legalities aside (or indeed pointed to and referenced for this point) this is the view of many.

@sammicohentalks 👑My dupe kings & queens, where ya at? #dupe #quince #italic #wallstreet ♬ original sound - Sammi Tannor Cohen

The generational divide: who’s buying dupes why?

Not all consumers see dupes the same way. Different generations engage with brands in unique ways, shaped by their values, finances, digital habits and psychological drivers.

• Baby Boomers (1946-1964). The boomers get blamed for alot. But we can’t blame them for dupe culture. They’re more likely to value reliability and brand heritage. In saying this, 25% of Boomers have purchased dupe clothing items within the past year (source: Morning Consult).Their practical approach to purchasing makes them receptive to alternatives that deliver similar quality without premium pricing (source: McKinsey Consumer Pulse). Due to less social media consumption, their engagement in dupe culture might be more passive or incidental, too. 

• Gen X (1965-1980). Data shows 25% of Gen X consumers have purchased dupe clothing in the past year (source: Morning Consult). Their participation in dupe culture aligns with their reputation as savvy, value-conscious shoppers (source: Deloitte Consumer Tracker). They respond well to traditional marketing,  but their hybrid comfort with both digital and traditional shopping channels positions them uniquely in the dupe marketplace. They’re capable of finding dupes online, but discerning in their selections.

• Millennials (1981-1996). Millennials show strong dupe culture engagement, with 44% reporting intentional purchases of premium product dupes (source: GWI Consumer Trends). Product virality significantly influences their decisions, with 50% stating a product going viral is important in their consideration process (source: YPulse). Despite financial motivations for seeking dupes, Millennials express the highest concern about sustainability implications (source: Nielsen Consumer Survey), highlighting their characteristic "say-do gap" between ethical values and purchasing behaviors.

• Gen Z (1997-2012). Generation Z leads dupe culture adoption with 49% having intentionally purchased premium product dupes (source: GWI Consumer Trends). For 46% of Gen Z consumers, product virality is a crucial purchasing factor (source: YPulse). Unlike previous generations, Gen Z celebrates finding alternatives rather than feeling stigma about not owning originals (source: Business of Fashion). Despite their enthusiasm, 55% acknowledge that dupe products may promote fast fashion practices (source: Mintel Consumer Report), which collectively we’re becoming more hesitant to consume.

• Gen Alpha (2013+). Still young, but already showing strong digital behaviours. They are growing up in a world where personalisation, interactivity and AI-driven experiences will shape their relationship with brands. 2.8 million are born into Gen Alpha weekly worldwide and it’s predicted that parents of Gen Alpha children will manage or already manage an average of 4.2 streaming services per child (source: Beano Brain Insights). That's a lot of potential to discover new brands. 

For brands wanting to navigate OR participate in dupe culture, understanding these nuances is key. Each generation consumes content differently, responds to different marketing touchpoints and has its own way of determining loyalty. For brands wanting to navigate other brands duping their product, pay special attention to what drives your audience - that’s your difference. Brandshake can help you navigate this through carefully considered brand strategy, key brand messages and appropriate content.

@dupethisthing Is he a genius? #furniture #interiordesign #homedecor #decor #interiordesigner #furnitureflip #homeimprovement #greenscreenvideo #greenscreen ♬ original sound - Alex

How dupes are reshaping 'brand'

The lipstick effect, dupe edition

The Lipstick Effect refers to the tendency for consumers to buy small, affordable luxuries during economic downturns. This has played out in the rise of budget-friendly beauty alternatives, with brands like Kmart and MCoBeauty booming as consumers seek lower-cost indulgences in tough times (source: AFR, 2024).

Any publicity is.. good? 

Ironically, dupe culture can actually drive sales for the original. Take Estée Lauder for example. In recent years, viral dupe comparisons of its Advanced Night Repair serum on TikTok contributed to a 24% sales spike, as consumer curiosity led some to opt for the original instead (source: AFR, 2024).

Owning the dupe - transparency is respected by consumers

MCoBeauty has mastered the art of the dupe and does so explicitly. Rather than hide their strategy, they own it. Often in MCo Beauty  influencer campaigns, influencers will call out what the MCo Beauty product is duping. Take their most iconic product, the Lash Xtend Tubing Mascara for example. At full price, it’s $28, and it’s often on sale. It’s an alternative to Kevyn Aucoin’s $55 version. It took the Aussie internet by storm and captured  17% of our mascara market, taking market share from global conglomerates like L’Oréal, Rimmel and Maybelline (source: AFR, 2024). Most of their product line is made up of dupes of iconic brands. Regardless of our ethical stance, as consumers voting 'yes' with our wallets. The company’s revenue went from $10 million per annum pre-pandemic, to $300 million.

@glamraider Dupe of all dupes 😂👀😳 @MCoBeauty approved by @mikaylanogueira #makeup #beauty #dupe #dupes #makeupdupes #affordablemakeup #mcobeauty #glamraider ♬ original sound - Glam Raider

Perception is everything

Not all imitation is flattering or harmless. Duping is risky (even in the absence of legal battles) and consumer perception decides what’s acceptable. 

Up to 70% of women view dupes as "Robin Hood" brands, taking from corporations and giving back to consumers (source: Pollinate), but this view isn’t absolute and doesn’t apply if brands are seen to be taking from the little guys. 

Again, we vote with our wallets.

Fast-fashion giant Shein has been accused many times of copying designs from independent artists and designers. These allegations have led to consumer boycotts and negative publicity, with many shoppers expressing their unwillingness to support a brand perceived as unethical. 

Kmart, on the other hand, is also widely known for it’s dupes (take for example, the currently viral $25 Oxford shirt that is a dupe of the $139.99 ‘Rhea’ style from Dissh). Kmart’s takes seem to be generally accepted, even praised for making fashion accessible.

Where do we draw the line? That’s a personal one.

@georgialynmae Kmart V Dissh 🤌🏽#kmartfinds #dissh #kmartdupe #disshdupes #kmartaustralia ♬ original sound - Georgialynmae

Insights we can take for social media, content and brand strategy

With consumer behaviour shifting, brands need to rethink how they compete. We can help with your positioning, message and content to really speak to your audience in an authentic way. 

Here’s what brands can take from dupe culture: 

• Double down on experience. Products can be copied. Experiences can’t. Let’s look at T2 Tea’s Melbourne Breakfast and Madame Flavour’s Melbourne Morning. Madame Flavour’s supermarket blend is accessible luxury. T2’s offering is positioned as premium and luxurious. There is  room for both in the Australian tea marketplace.

• Turn your brand story into a competitive advantage. A strong brand identity can make dupes feel irrelevant. Think Apple, Chanel and Nike. They don’t just sell products, they sell a vision, a lifestyle. 

• Focus on what cannot be copied. Brand trust, community and distinct storytelling are key. Look at Nike. Nike’s success isn’t just about sneakers. It’s about cultural relevance and deep connections with athletes.

• Leverage the dupe economy. Instead of fighting dupes, brands can engage with them. Take Charlotte Tilbury here. 

@lucindapikkat Charlotte Tilbury clap backs at Mco beauty in latest advertisement for ripping off their flawless filter product #mcobeauty #dupe #charlottetilbury #dupeculture ♬ original sound - LUCINDA PIKKAT

• Build a flexible pricing model. Not every consumer can afford premium today, but what about into the future? A tiered pricing strategy might work. In beauty, think La Mer [splurgey] and Clinique [savey]  under Estee Lauder. Clinique  captures budget-conscious shoppers who may trade up later without losing them all together.

• Understand your audience. Are your customers likely to embrace dupes or are they buying into exclusivity? Conduct customer research to determine how price sensitivity affects brand perception. Don’t engage in fights to the bottom dollar if you’re trying to establish yourself as premium.

• Dupe NOT deceit. Know that your consumers are savvy, intelligent shoppers. Do not try and trick your audience. Doing the dodge is playing the short-game. Take for example the Crumbl disaster. In September 2024, a fake Crumbl Cookies pop-up in Bondi faced backlash. That cookie crumbled, alright. Commentary around it dominated social media. Consumers - rightfully so - were outraged when they discovered it was not affiliated with the real Crumbl brand after lining up for hours. Now, brands might be thinking ‘this isn’t dupe culture, its blatant copyright and it’s illegal’. Yah. However, still let it be a lesson - if it feels ‘too far’ or ethically murky  as an experience or stunt within your industry, it probably is. Not all publicity is good publicity.

@brittney_saunders I am simply speechless over this and I’m sorry for everyone who lined up for the fraud cookies 🍪 #crumblsydney #crumblcookies ♬ original sound - Brittney Saunders

• Stay adaptable. Consumer preferences are shifting fast. Brands that monitor market trends, test new strategies and remain open to change will thrive in the dupe economy.

• Use the power of social and being small and nimble to your advantage. Brands using socials to spread awareness (via their own channels) or through influencer or UGC campaigns are dominating. If you’re a small brand, use this to your advantage - you can market your products quickly via BTS content, comparisons, UGC, EGC, founder-led pieces to content. This is an edge that many big brands with multiple stakeholders and layers of approval can’t enjoy quickly (even in 2025).

The long-term impact?

Dupe culture isn’t a threat. It’s a wake-up call. Consumers are more informed, price-conscious and value-driven than ever.

The brands that thrive will be those that evolve with consumer behaviour and prioritise authenticity over exclusivity. 

Need help getting into prime position, your messaging pitch perfect or your content to cut-through? Reach out.