BeautyInsights

Top 10 Beauty Brands by ‘Dupe’ Searches in the U.S.

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

Top 10 Beauty Brands by 'Dupe' Searches in the U.S.
BeautyInsights

Top 10 Beauty Brands by ‘Dupe’ Searches in the U.S.

Credit: Charlotte Tilbury

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…

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