Consumer demand for brand dupes evolves through quality and convenience

Consumer demand for ‘dupes’—products designed to mimic high-end brands—is evolving beyond simple cost-saving measures. According to data from Circana, 58% of shoppers reported purchasing a dupe in 2026. While saving money remains a primary driver, particularly in the apparel sector where 54% of dupe buyers operate, consumers are increasingly motivated by quality and convenience. Modern dupe brands are successfully closing the perception gap through social media influence and easier accessibility.

In the beauty sector, the line between a dupe and an original product is blurring. MCoBeauty CEO Michelle Kluz announced that the brand’s new All Dayer Long Lasting Makeup Setting Spray is actually the original formula previously sold by Urban Decay. Produced by the same manufacturer, Skindinavia, the product is identical in formula and technology but is sold through MCoBeauty at a significantly lower price point due to higher distribution volume.