Hey, Reader!

Let’s talk about dupes.

Last week, I was scrolling Instagram and saw a beauty influencer raving about an $18 face serum she claimed was “the perfect dupe” for a luxury product I’ve been using (and loving!) for months. I’ll admit—I clicked. I even read the comments. And for a minute, I wondered if maybe I was overpaying.

There’s a dupe for everything these days—makeup, furniture, cologne, even water bottles. With visual search tools, curated "save or splurge" lists, and sites like dupe.com, customers are savvier (and more comparison-happy) than ever.

I didn’t buy the serum, but the moment reinforced something I’ve said for years: If your brand isn’t creating a standout experience, it’s just a product. And products can always be copied, replaced, or undercut,

“Dupe culture” isn’t just a trend—it’s how people shop in 2025. A Mintel study found that one-third of makeup consumers ages 18 to 34 have bought a dupe because of something they saw on social. According to Business Insider, 71% of Gen Zers say they often or always choose cheaper versions of name-brand products.

And these decisions aren’t random—they’re driven. Amazon influencers and affiliate marketers want you to choose the $18 serum over the $150 one. The cheaper option gets more clicks and commissions.

Sometimes the formulas aren’t even close—but the product feels close enough to justify the price drop. That’s all it takes to win the first sale, but it’s not enough to keep the customer.
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Here’s what to keep in mind:

• Dupe brands are great at acquisition. They win on price and perceived value. But what brings people back? Without storytelling or emotional connection, the answer is often… nothing. When all you offer is a “deal,” there’s no reason to stick around once a better one comes along.
• Your customer experience is your biggest competitive advantage. If your product is 3x the price, your experience better be 10x the value. Customers should feel the difference, not just read it on a spec sheet.
• Meet people where they are—then give them a reason to stay. The brands that win aren’t necessarily the cheapest. They’re the ones that create belonging, trust, and advocacy.

One brand that met the dupe conversation head-on—and used it to elevate their experience—is Lululemon. In 2023, the athletic apparel retailer ran a Dupe Swap campaign at the Century City Mall in L.A. Shoppers could bring in an off-brand pair of leggings and exchange them for a free pair of Aligns. It was a bold challenge: try ours and feel the difference. It was a move designed not just to win back attention, but to earn loyalty and create superfans.

Another brand doing this well is Quince. They sell high-quality alternatives to luxury goods, but they don’t position themselves as a knockoff. On their site, they break down exactly how they offer lower prices—cutting out middlemen, simplifying logistics, and being radically transparent. They're not just competing on cost; they’re winning on trust.

And then there’s Aldi—a brand practically built on dupes. They’ve embraced low-cost alternatives but infused their own style, values, and humor into every aspect of the customer experience. People don’t just shop there because it’s cheap. They shop there because it feels fun, smart, and distinctly Aldi.

And it’s not just about products.

Dupe culture is creeping into service businesses, too. Customers have gotten used to finding lower-cost alternatives to everything from skincare to sneakers to sofas, so it’s no surprise they’re starting to expect the same when it comes to professional services.

Need a real estate agent? There are dozens of online platforms ready to match customers with the “cheapest and fastest” option in seconds.

Need a lawyer? Sites like LegalZoom offer DIY solutions for wills, trusts, business contracts, and more. Even Divorce.com offers a streamlined, cost-effective alternative to traditional divorce proceedings.

Financial planning? ChatGPT can help generate a basic budget in seconds, and apps like Rocket Money cancel unused subscriptions with a few taps.

Platforms like Thumbtack, Fiverr, and TaskRabbit have made it easier than ever for people to shop around for service providers, often comparing on price alone.

And that works… until it doesn’t.

Everyone wants a five-star experience—until they realize they picked the cheapest option on Thumbtack and now their “professional paint job” is bubbling two weeks later.

Even if that Fiverr designer nailed your logo, they’re still just a username to you —one you probably won’t remember when a friend asks for a referral.

That’s the thing about dupes: they get the first click, not the second one. They’re built for conversion, not connection. While these platforms offer speed and savings, they can’t compete with a real relationship. When your edge is empathy, expertise, and a story that resonates, you build the kind of trust that turns customers into superfans.

You can’t stop comparisons—but you can win them, with an experience no one else can match. It’s what separates the brands people try from the brands people trust.

Products get duplicated. Experiences don’t. So make yours unforgettable.

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