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The firm found Sol de Janeiro is the UK’s most sought-after dupe, with 69,600 searches each year.
December 9, 2025
By: Lianna Albrizio
Associate Editor
“Dupes” – known in the beauty world as affordable alternatives to high-end products that are designed to replicate their look, performance and color – are having a moment.
According to Fresha, dupes have racked up 1.2 million searches in the last month alone, a 4% rise in one quarter. With interest climbing and the dupe market showing no signs of slowing, Fresha has conducted a study to ascertain which brands and products Brits are on the hunt for dupes of, and how much they could be saving.
The firm found Sol de Janeiro is the UK’s most sought-after dupe, with 69,600 searches each year. Charlotte Tilbury and Drunk Elephant come in second and third places as the most searched for dupe, with 24,000 and 14,160 searches, respectively per year.
Charlotte Tilbury’s Magic Cream is the single most in-demand product for dupe hunters, attracting 15,600 annual searches. Premium beauty products are, on average, 347% more expensive than their dupe alternatives.
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