Dupes : The Obsession is Real

There’s a certain thrill in finding a great dupe. Whether it’s a candle that smells just like a luxury designer scent or a dress that mirrors one seen on the runway, there’s a dopamine hit when you snag something beautiful for less. But this fascination with lookalikes and budget-friendly alternatives is more than just savvy shopping, it’s a cultural phenomenon that’s only growing stronger.

A Quick History of the Dupe

The year was 2003, I was walking on canal street in China town and all of a sudden Chinese men were approaching my stepmom asking if we wanted coach, Louis, Chanel? I had no idea what was happening but the next thing I knew we were being walked downstairs to the basement of a shop only to find hundreds of designer knockoffs.

While the term “dupe” has gained popularity in the era of TikTok and influencer hauls, the concept isn’t new. In the early 2000s, magazines like InStyle and People StyleWatch featured “Splurge vs. Save” pages, where readers could see designer looks replicated by mall brands. Fast forward to the Instagram era, and beauty bloggers were praising drugstore makeup that rivaled prestige brands. Now, TikTok has taken it even further, turning “dupe culture” into its own genre.

The platforms have changed, but the sentiment is the same: we want to feel like we’re getting the best—without paying full price.

The Rise of the Modern-Day Dupe Economy

What once lived on the pages of magazines now lives in our algorithms. Search “dupes” on TikTok or Amazon and you’ll find thousands of options, from Lululemon-like leggings to $20 bags that give off major Bottega vibes.

Brands have caught on. Some are built on the concept of offering luxe looking pieces at much lower price points. Take Quince, Few Moda, Commense, and Element Brooklyn, brands that position themselves as “elevated basics” or “designer quality, direct to consumer.” Many of these companies manufacture in the same overseas factories as designer brands, eliminating the retail markup.

Even Amazon has become a dupe hunting ground, with viral products often showing up in dozens of iterations, just different enough to avoid copyright issues but similar enough to catch a shopper’s eye.

Why Do We Love Dupes So Much?

There’s something deeper at play than just saving money. Our obsession with dupes touches on a few key psychological triggers:

* Aspirational Living on a Budget: Dupes let us feel like we’re part of an elevated lifestyle, without the financial burden. It’s a way to participate in aspirational living without the gatekeeping.

* Smart Shopper Identity: Scoring a dupe makes you feel clever. There’s pride in being someone who doesn’t fall for overpriced branding, someone who “knows better.”

* Social Media Influence: When influencers share their finds, we’re reminded how accessible luxury can be. The viral nature of dupe culture creates a sense of urgency and excitement that fuels impulse purchases.

* Minimal Risk, Maximum Satisfaction: Many dupes cost under $50, so they fall into the category of “low risk, high reward.” If it works, you feel like you’ve won. If it doesn’t, it wasn’t a huge loss.

Is It Always a Good Thing?

Of course, dupe culture has its critics. Some argue it encourages overconsumption or dilutes the artistry of original designers. There’s also an ethical conversation around manufacturing standards and fast fashion waste. Still, for many consumers, the appeal outweighs the critique.

The Future of Dupes

As shoppers become more conscious of quality and value, brands that can deliver the look and feel of luxury, without the luxury markup, are only going to become more relevant. Whether it’s a $40 linen dress that looks like Zimmermann or a viral moisturizer that feels like La Mer, dupes offer a gateway to feeling indulgent without overspending.

In a world where everything is getting more expensive, the dupe might just be the one thing that still feels like a steal.