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How Gen Z’s #Dupe Obsession Can Fuel Brand Loyalty
- MADE TRENDS
- Apr 10
- 3 min read
What Are Dupes and Why Is Gen Z Obsessed?
In today’s social media-driven marketplace, "dupes", affordable alternatives to premium or luxury products, are gaining serious traction. Gen Z consumers, in particular, are actively searching for stylish, functional, and cost-effective versions of popular items across fashion, beauty, and wellness. Hashtags like #dupe, #lululemondupe, and #skimsdupe have racked up billions of views on TikTok and Instagram. Influencers helping drive the trend, using curated content and Amazon storefronts to spotlight their favorite dupes and make these alternatives easier to discover and shop.
Unlike past generations, who sought to pass off imitations as real, younger shoppers are open and unapologetic about their love for dupes. Beyond saving money, it’s about the thrill of discovery and the shared excitement of finding quality alternatives that mimic the look, feel, or function of high-end products.
Influencers Are Leading the Dupe Movement
Influencer marketing plays a significant role in accelerating the dupe trend. Many influencers have set up Amazon Storefronts dedicated to showcasing dupes of popular brands like Free People, Lululemon, and Skims. They often post side-by-side comparisons, reviews, and styling tips, making it easy for followers to replicate high-end aesthetics at a fraction of the price.
In the beauty space, dupes are just as dominant. Products that mimic prestige skincare and makeup, such as The Ordinary vs. Drunk Elephant, or Elf Cosmetics vs. Charlotte Tilbury, frequently go viral. These alternatives often deliver comparable results, making them attractive to younger shoppers who want performance without the premium price tag.
How Smart Brands Are Turning Dupes Into an Opportunity
Rather than seeing dupes as a threat, smart brands are treating the trend as an opportunity to connect with new, budget-conscious audiences, highlight what sets their products apart, and build positive brand association by leaning into the conversation.
Take Lululemon, for example. The athleticwear giant hosted a “Dupe Swap” event where customers could trade in their knockoff leggings for a free pair of the real thing. The campaign generated widespread media attention and gave the brand a chance to prove the quality of its product firsthand.
Meanwhile, Olaplex embraced the trend with humor by sponsoring influencers to promote a fictional product called “Oladupé.” The campaign eventually revealed itself as a marketing stunt that redirected viewers to Olaplex’s real offerings, reinforcing the brand’s confidence in its formula and creating a viral moment in the process.
These campaigns show that when done thoughtfully, engaging with the #dupe conversation can actually enhance brand equity, drive trials, and attract a new generation of customers.
How Luxury Brands Can Strategically Engage With Dupe Culture
To respond effectively to the dupe trend, luxury and premium brands should consider the following strategies:
1. Highlight What Sets You Apart
Use the popularity of dupes as a chance to reinforce your product's unique value proposition, whether that’s craftsmanship, materials, long-term performance, or ethical sourcing.
2. Create Comparison Content
Don’t shy away from comparisons. Create your own content showing the difference between your product and the most talked-about dupes. Highlight what customers get when they choose the original.
3. Leverage Humor and Transparency
Campaigns like Olaplex’s work because they’re self-aware. If done tastefully, leaning into the conversation with humor can humanize the brand and foster stronger consumer trust.
4. Partner With Dupe-Friendly Creators
Rather than avoiding influencers who talk about dupes, collaborate with them to offer side-by-side trials or exclusive discounts. This can convert skeptical consumers into long-term loyalists.
The Takeaway
#Dupe culture isn’t going anywhere, and for brands willing to adapt, it presents a powerful opportunity. Gen Z consumers are not anti-brand, they're anti-overpaying. By engaging with dupe conversations instead of ignoring or resisting them, brands can meet this generation where they are: online, informed, and eager to shop smart.
Done right, participating in the dupe trend can turn a passing hashtag into a long-term brand-building moment.
Originally published on MADE Trends, we're re-sharing this on Tacos & Trends to spotlight a retail shift worth watching.
Source: The Guardian
