Action perfume dupes trend grows in popularity

The trend of ‘dupes’ or ‘fragrance twins’—inexpensive perfumes designed to mimic expensive brand-name scents—has gained significant popularity on social media platforms like TikTok and Instagram. Retailers such as Action offer these low-cost alternatives, which can cost as little as two euros compared to original versions priced at 120 euros.

Legally, these products are distinct from counterfeits because they use different names, labels, and manufacturers, and do not claim to be the original product. According to the European Court of Justice, a scent itself is not considered a copyrighted work due to a lack of precise and objective expression. However, legal risks arise if a provider explicitly advertises a direct comparison to an original brand.

Regarding safety and regulation, new cosmetic products must individually disclose 56 additional fragrance allergens if they exceed specific thresholds starting July 31, 2026. Existing stock may be sold until July 31, 2028. While the International Fragrance Association (IFRA) provides standards for safe fragrance use, these are industry standards rather than universal legal requirements.