The Beauty of a Good Dupe

Dupe culture in beauty has gotten so big that it almost feels like its own corner of the makeup industry. What used to be a fun little discovery, like finding a random $6 product that happened to work just like a $40 one, has turned into something people actively look for. And honestly? It says a lot about where beauty and consumer habits are right now.

Brands like MCoBeauty and e.l.f. have essentially become the faces of dupe culture. MCoBeauty doesn’t even pretend otherwise, they’ll drop a product that looks and feels nearly identical to a luxury favorite and proudly stamp “luxe for less” on the front.

 And e.l.f., which has always been budget-friendly with most products under or around $10, has really stepped into the spotlight by making products that don’t just look like dupes, but genuinely perform like them, or sometimes even better. This past year, e.l.f has been going especially viral for their “Power Grip Primer” ($11), which has blown up for being a dupe for the Milk Makeup “Hydro Grip Primer” ($38), as well as their liquid blush ($8), which is widely regarded as a dupe for the Rare Beauty “Soft Liquid Pinch Blush” ($25).

And people have been absolutely loving it. Not just because it’s cheaper (though yes, $11 instead of $38 never hurts), but because it makes beauty feel more accessible. Trends move insanely fast these days. One week everyone is obsessed with a specific blush shade, the next week it’s a primer, or a highlighter, or something with a name you didn’t even know could be a product category. Dupes let people participate without feeling like they have to keep draining their bank accounts to stay in the loop and experiment with new products. 

Part of the appeal, too, is the feeling of empowerment. Finding a dupe makes people feel like they’re reclaiming some control in an industry that has always pushed the idea that higher prices equal higher quality. A good dupe breaks that logic, and there’s something satisfying about realizing you can get the same effect without the prestige markup.

What’s also changed is that many people don’t assume luxury is automatically better anymore. We’ve all seen too many side-by-side swatches, wear tests, and ingredient lists to fall for that. If a $7 primer looks the same and lasts the same as the higher-end one, why wouldn’t you go for it? Dupe culture has kind of leveled the playing field. It’s made everyone more confident in trusting their own experience over hype and branding.

But beyond all the analysis, the fact of the matter is that dupes make beauty fun. They take the pressure off. You can try the trending pink blush or the hydrating “glowy” skin tint that’s everywhere on TikTok without feeling guilty about the price. You can experiment more, mess up more, play more. Dupe culture reminds us all that the joy and excitement of makeup doesn’t have to be expensive. The look matters more than the label. And truthfully? It feels like a healthier, more grounded way to enjoy beauty right now, especially in a world where everything else feels like it’s getting pricier by the day.