Performance over prestige: Rise in “dupe” demand challenges premium beauty

Google and TikTok searches for alternatives to viral luxury products and brands are sharply climbing, according to a new study by Fresha. The surge in demand for “dupes” is driven by tightening economic pressures and the rapid pace of social media trends, which collectively impact consumers’ purchasing decisions. Beauty buyers are prioritizing product performance over premium beauty brand names. “Dupe” culture is when cheaper products offering comparable performance to the originals raise the bar for premium beauty brands to justify their pricing.

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