The beauty “dupe” culture has reached a fever pitch in 2025 to 2026, shifting from a budget saving hack to a mainstream social status indicator. This report identifies the top 10 beauty and skincare brands that U.S. consumers most frequently search for affordable alternatives to. The data shows that demand is highly concentrated among a few prestige “viral” brands, with Sol de Janeiro and Charlotte Tilbury leading the market by a significant margin.
Our Ranking Criteria
The ranking is based on U.S. Google search data from November 2025 through early 2026, synthesized with social media engagement metrics:
- Google Search Volume (50%): Monthly search volume for terms combining [Brand/Product Name] + “dupe” in the U.S.
- Product Specificity (30%): The number of viral “hero products” within a brand that trigger dupe searches (e.g., Charlotte Tilbury’s Flawless Filter vs. Magic Cream).
- Social Discovery (20%): TikTok and Instagram hashtag growth for brand specific dupe content.
| Metric | Source |
| Search Data | Fresha Dupe Analysis Report (Nov 2025), Google Trends |
| Market Insight | Cosmetify Index Q1 2025 |
| Brand Response | Analysis of “Anti Dupe” marketing campaigns (e.g., Charlotte Tilbury, Olaplex) |
Comparison Table: Dupe Demand Drivers
| Rank | Brand | Category | Primary Search Driver | “The Viral Alternative” |
| 1 | Sol de Janeiro | Body Care | Bum Bum Cream | Trader Joe’s / Naturewell |
| 2 | Chanel | Makeup | Water-Fresh Tint | ELF Halo Glow |
| 3 | La Mer | Skincare | Crème de la Mer | Nivea (Blue Tin) |
| 4 | Charlotte Tilbury | Makeup | Flawless Filter | ELF Liquid Filter |
| 5 | Rare Beauty | Makeup | Liquid Blush | ELF Camo Blush |
| 6 | Drunk Elephant | Skincare | Bronzing Drops | ELF / Bubble |
| 7 | Olaplex | Hair Care | No. 3 Treatment | L’Oreal Bond Repair |
| 8 | Dior | Makeup | Lip Glow Oil | NYX Fat Oil |
| 9 | Glossier | Makeup | Cloud Paint | Maybelline Cheek Heat |
| 10 | Rhode | Skincare | Peptide Lip Treatment | Ole Henriksen |
Brief Brand Analysis
1. Sol de Janeiro
Sol de Janeiro is the undisputed leader in beauty dupe demand, with the Brazilian Bum Bum Cream and Cheirosa 62 Mist topping the list of most copied products. Shoppers frequently turn to Trader Joe’s (Brazilian Nut Butter), Target’s Naturewell, and Bath & Body Works to find similar gourmand body care at lower price points. With around 8,800 monthly “dupe” searches in late 2025, Sol de Janeiro nearly triples the demand of its closest competitors, and its signature warm, beachy scent profile has become the most replicated fragrance in the mass market body care space.
2. Chanel (Beauty)
In beauty, Chanel is heavily targeted for its base products, especially Les Beiges Water Fresh Tint and Soleil Tan de Chanel. Consumers often look to ELF (Halo Glow), L’Oréal, and Revlon for alternatives that promise the same sheer, luminous “Chanel glow” at drugstore prices. The appeal lies in mimicking that effortless, skin like finish without paying luxury counter premiums.
3. La Mer
La Mer’s iconic Crème de la Mer remains one of the most duped skincare products thanks to its ultra luxury positioning and high price. Popular comparisons include Nivea (German formula), Weleda Skin Food, and Mario Badescu, all of which are frequently discussed as possible “La Mer alternatives.” The “Nivea vs. La Mer” debate continues to be one of the most searched skincare topics in the U.S. in 2026, reflecting ongoing curiosity about whether its results can be matched for a fraction of the cost.
4. Charlotte Tilbury
Charlotte Tilbury is widely seen as the most duped makeup brand by product count, with hero items like Hollywood Flawless Filter and Pinkgasm Beauty Light Wand constantly copied. Shoppers regularly seek lookalikes from ELF (Halo Glow Liquid Filter), Milani, and Maybelline, drawn to similar glow boosting bases and dewy blushes at accessible prices. The brand responded in 2025 with an “undupable” campaign, explicitly pushing back against the wave of drugstore alternatives.
5. Rare Beauty
Rare Beauty by Selena Gomez drives enormous dupe interest, especially around the Soft Pinch Liquid Blush line. Consumers search for comparable high pigment formulas from ELF (Camo Liquid Blush), NYX, and Milani, trying to recreate the same vivid payoff for under $10. Among Gen Z, “Rare Beauty blush dupe” has become a top trending term as shoppers look to replicate viral TikTok looks on a tighter budget.
6. Drunk Elephant
Drunk Elephant continues to be a prime target in the skincare dupe universe, particularly for D‑Bronzi Drops and Protini Polypeptide Cream. Dupe seekers often gravitate toward ELF’s bronzing drops, as well as formulas from Bubble Skincare and Byoma, which echo the brand’s playful packaging and mix and match “smoothie” routines. Interest is especially strong among younger Gen Alpha and Gen Z consumers who love the aesthetic but want more wallet friendly options.
7. Olaplex
In haircare, Olaplex’s No. 3 Hair Perfector dominates dupe searches, thanks to its bond building technology and cult status. Alternatives from L’Oréal EverPure, K18 (as a premium competitor), and Redken often appear in “bond repair” comparison lists. Throughout 2025, Olaplex led the “hair dupe” category, with many shoppers specifically searching for affordable bond building systems inspired by its science driven positioning.
8. Dior (Beauty)
On the color side, Dior Beauty sees huge dupe demand for Lip Glow Oil and Rosy Glow Blush. Products like NYX Fat Oil and ELF Glow Reviver Lip Oil are common go tos for shoppers wanting the same glossy, pink tinted aesthetic. The “Dior Lip Oil dupe” funnel has become one of the most effective search to purchase pathways for mass market brands, especially among younger beauty fans drawn to Dior’s viral “pink aesthetic.”
9. Glossier
Glossier remains a major reference point for dupes despite becoming more accessible through Sephora. Iconic items such as Cloud Paint, Boy Brow, and the You perfume are frequently matched with ELF Wow Brow and Maybelline Cheek Heat, among others. Search interest for “Glossier dupes” stays high as consumers look for “clean girl” staples that offer more pigment, longevity, or value than the originals.
10. Rhode Skin
Rhode Skin by Hailey Bieber has rapidly climbed the dupe rankings, led by the Peptide Lip Treatment and Glazing Milk. Shoppers hunt similar glossy, hydrating finishes from brands like Ole Henriksen, Laneige, and Naturium, effectively creating a new micro category of “glazed donut” and glow focused dupes. As the skincare makeup hybrid space grows, Rhode is increasingly setting the visual and texture standard that others and their dupes chase.
Conclusion
The beauty dupe market is currently dominated by “The ELF Effect” where mass market brand ELF Cosmetics has successfully created a direct dupe for almost every brand on this top 10 list. While prestige brands like Charlotte Tilbury are actively fighting dupe culture with “authenticity” campaigns, search data suggests that U.S. consumers are increasingly prioritizing “formula over fame,” leading to sustained high demand for affordable alternatives to these prestige icons.
