Will dupe culture change brand loyalty?
1 Sep 2022
Will dupe culture change brand loyalty?

Dupes – skin and beauty products that perform near-identically to brand name mainstays and holy grails – are on the rise. Blogs and TikTokers help savvy consumers to get the effect they want without breaking the bank, meaning that brand names might struggle to maintain loyalty and keep up.

Stefanie Maz

Stefanie Maz is the founder of dupes review website Finding Favourites.

Saffron Hughes

Saffron Hughes is the resident expert MUA at False Eyelashes.

Marianne Eloise

Marianne Eloise is a journalist and commentator on neurodivergent issues. She has written for publications including The Cut, The New York Times, Courier, Dazed, Vulture, i-D, The Guardian, and Mic.