Dupe Hauls Are All the Hype

Move over luxury haul — the “dupe haul” is having a moment.

A new YouGov survey reveals that 9% of Americans — and 17% of 18- to 34-year-olds — have knowingly bought duped makeup in the past year.

For younger consumers, buying a cheaper version of a cult-favorite product isn’t shameful — it’s savvy, social and often intentional, analysts say.

Figures Don’t Lie

Data shows price remains relevant. Analysts say 44% of dupe buyers cite lower cost, but nearly as many 43% say quality is comparable to the original.

Dupes are used to experiment. Thirty-one percent say they use them to test products before committing to full-price items.

Social plays a big role. Twenty-eight percent take recommendations from friends, and 22% from influencers.

Not all purchases are on purpose. Thirteen percent of Americans say they’ve unknowingly bought fake makeup in the past year.

Fraud or the Real Deal?

Research also reveals shoppers want help spotting fakes.

40% want verifiable batch codes;
37% want mobile authenticity tools; and
36% want clearer educational messaging.

As dupes go mainstream, analysts say the line between smart shopping and unintentional imitation is blurring — especially for Gen Z consumers who see dupes as an empowered, low-risk way to explore beauty.