Beauty: MAC and Charlotte Tilbury dupes most sought-after by shoppers in 2025
- InsightTrendsWorld
- Apr 2
- 8 min read
Why it is the topic trending:
Consumer Interest in Affordable Alternatives: The article highlights a significant consumer interest in finding cheaper alternatives ("dupes") for popular high-end beauty products.
Reveals Most Desired Dupes: The report identifies specific beauty brands and products for which consumers are actively searching for more affordable options.
Insights into Consumer Mindset: The trend of seeking dupes provides insights into changing consumer purchasing decisions and the perceived value of premium pricing.
Industry Reaction: The article also covers the reaction of some high-end beauty brands to the "dupe culture," making it a topic of discussion within the beauty industry.
Overview:
A new report has revealed the most sought-after beauty product dupes in 2025, with MAC Cosmetics and Charlotte Tilbury leading the list. The report, compiled by Baldwin Digital using Google Trend search data, indicates a strong consumer desire for more affordable alternatives to premium beauty products, questioning whether high prices always equate to superior quality. The rise of "dupe culture" has also elicited reactions from some of the targeted high-end brands.
Detailed Findings:
MAC Cosmetics Leads: MAC Cosmetics-styled lipsticks are the most sought-after dupes, scoring 72.36 on Baldwin Digital's search metric. ColourPop's Lippie Stix is cited as the most popular alternative.
Charlotte Tilbury Second: Charlotte Tilbury's Flawless Filter ranked second with a score of 66.68. e.l.f. Cosmetics' Halo Glow Liquid Filter is the most popular dupe for this product.
Armani Beauty Third: Armani's Luminous Silk Foundation came in third with a search interest score of 6.51. L'Oréal Infallible Foundation is highlighted as a more budget-friendly alternative.
Significant Drop After Top Two: The report notes a significant drop in search interest between the top two dupes (MAC and Charlotte Tilbury) and the third (Armani), indicating the dominance of the former.
Consumer Mindset Shift: The surge in dupe searches suggests that consumers are becoming more sophisticated shoppers who are questioning whether premium pricing reflects superior quality.
Industry Pushback: Charlotte Tilbury launched a campaign titled ‘Legendary. For a Reason’ to highlight the uniqueness and expertise behind their products.
Legal Action: Charlotte Tilbury previously sued Aldi for allegedly imitating their Filmstar Bronze & Glow palette in 2019.
Industry Concerns: Aimee Connolly, founder of Sculpted By Aimee, has also spoken about the impact of dupe culture on the beauty industry.
Humorous Response: Olaplex playfully engaged with dupe culture on TikTok with a tongue-in-cheek ‘Oladupé’ campaign.
Collaborative Campaign: Estée Lauder partnered with Kristen Bell on a ‘Beauty Sleep Dupe’ campaign that humorously addressed the industry's focus on product duplication.
Key Takeaway:
Consumers in 2025 are actively seeking affordable alternatives for popular high-end beauty products from brands like MAC Cosmetics, Charlotte Tilbury, and Armani, indicating a shift towards more value-conscious shopping and a questioning of premium pricing within the beauty industry. This trend has also prompted varied reactions from the targeted luxury brands.
Main Trend: The Rise of Value-Driven Consumption in Beauty Through Dupe Seeking
Description of the Trend (The Conscious Beauty Shopper):
"The Conscious Beauty Shopper" trend describes the increasing tendency of beauty consumers to actively seek out more affordable alternatives (dupes) for high-end or luxury makeup products. This trend is fueled by a desire to achieve similar results and aesthetics without paying premium prices, reflecting a more value-driven approach to beauty consumption and a growing skepticism towards the necessity of high-cost items. Consumers are leveraging online resources and social media to identify and compare product formulations and performances to find suitable and budget-friendly substitutes.
What is Consumer Motivation:
Consumer motivation includes:
Price Sensitivity: A desire to save money and find more affordable options for beauty products.
Value Seeking: Questioning whether premium prices always equate to superior quality and actively looking for products that offer similar performance at a lower cost.
Accessibility: Making desired makeup looks and effects accessible to a wider range of budgets.
Smart Shopping: Viewing the discovery and use of dupes as a savvy and intelligent way to shop for beauty products.
Influence of Online Reviews and Communities: Relying on online reviews, social media discussions, and beauty communities to identify effective and well-regarded dupes.
Experimentation Without High Investment: The lower cost of dupes allows consumers to experiment with different looks and trends without a significant financial commitment.
What is Driving Trend:
The trend is primarily driven by:
Economic Factors: Consumers may be more budget-conscious due to economic conditions or a general desire to manage their spending.
Transparency and Information Availability: The internet and social media provide easy access to information comparing different products and identifying potential dupes.
Influence of Beauty Influencers and Communities: Beauty influencers and online communities actively share and recommend dupe products.
Perceived Similarities in Product Performance: Consumers often find that more affordable products can offer comparable color payoff, finish, and wear time to their high-end counterparts.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Challenging Brand Perception: A questioning of the perceived value and necessity of luxury branding in beauty products.
Empowerment Through Informed Choices: Consumers feel empowered when they discover effective and affordable alternatives, making them feel like smarter shoppers.
Description of Consumers Article is Referring To:
The article refers to beauty enthusiasts who are actively searching for more affordable alternatives to high-end makeup products.
Age: Likely spans a wide range, but given the online nature of search data and the involvement of brands like ColourPop and e.l.f., it likely includes a significant portion of younger demographics (Gen Z and Millennials) who are active in online beauty communities.
Gender: While makeup has traditionally been associated more with women, the trend of seeking dupes likely appeals to anyone who uses makeup and is interested in saving money.
Income: The motivation to seek dupes suggests a degree of price sensitivity, indicating that these consumers may be budget-conscious or simply prefer not to spend excessively on makeup if effective alternatives exist. This likely includes a broad range of income levels.
Lifestyle: Likely digitally engaged, informed about beauty trends and products through online resources, and value-conscious in their purchasing decisions.
Conclusions:
The report highlights a significant consumer trend in 2025 where beauty shoppers are actively seeking more affordable dupes for popular high-end makeup products from brands like MAC Cosmetics, Charlotte Tilbury, and Armani. This trend reflects a growing emphasis on value and a more discerning approach to beauty spending, with consumers questioning the necessity of premium pricing when comparable alternatives may be available.
Implications for Brands:
Luxury Brands Face Price Scrutiny: High-end brands may face increasing scrutiny regarding their pricing and the perceived value they offer compared to more affordable alternatives.
Mid-Range and Affordable Brands Opportunity: Brands positioned in the mid-range and affordable sectors have an opportunity to attract consumers by offering high-quality products that can serve as effective dupes for luxury items.
Transparency and Ingredient Focus: Brands across all price points may benefit from being more transparent about their ingredients and formulations to justify their pricing or to highlight similarities with more expensive products.
Engage with the Dupe Conversation: Luxury brands need to decide how to respond to dupe culture, as seen by Charlotte Tilbury's campaign, Olaplex's humorous approach, and Estée Lauder's playful take. Ignoring the trend may not be effective.
Implication for Society:
Democratization of Beauty: The dupe trend can contribute to the democratization of beauty by making desired makeup looks and effects accessible to a wider range of consumers, regardless of their budget.
Shifting Consumer Values: It indicates a potential shift in consumer values, where performance and value may be prioritized over brand prestige or luxury packaging for some.
Implications for Consumers:
More Affordable Beauty Options: Consumers have a wider range of options to achieve their desired makeup looks without having to spend excessively.
Increased Product Research: The dupe trend encourages consumers to be more informed and to research products and their performance before making purchasing decisions.
Implication for Future:
Continued Growth of Dupe Culture: The trend of seeking affordable alternatives in beauty is likely to continue as consumers become more informed and value-conscious.
Increased Scrutiny of Beauty Pricing: Consumers may continue to question and compare the pricing of beauty products across different brands.
Potential for More Innovative Affordable Brands: The demand for dupes may drive innovation and the development of high-quality yet affordable beauty brands.
Consumer Trend (The Savvy Beauty Investigator): Consumers are actively researching and investigating beauty products to find effective and affordable alternatives to higher-priced options, becoming more informed and strategic in their purchasing decisions.
Consumer Sub Trend (Performance Over Prestige): A growing number of beauty consumers are prioritizing the actual performance and quality of a product over the prestige or luxury status of the brand, driving the demand for dupes.
Big Social Trend (The Democratization of Luxury): In various sectors, including beauty, consumers are finding ways to access similar experiences or product results as luxury offerings without the high price tag, indicating a broader trend of the democratization of luxury through accessible alternatives.
Worldwide Social Trend (Global Value Consciousness): Consumers around the world are increasingly conscious of value and are looking for ways to make their money go further, impacting purchasing decisions across various industries, including beauty.
Social Drive (Information Accessibility and Comparison): The ease of accessing product information, reviews, and comparisons online is a major social drive enabling and fueling the dupe trend in the beauty industry.
Learnings for Brands to Use in 2025:
Affordable brands should highlight comparisons to popular high-end products, showcasing their value proposition.
Luxury brands need to clearly communicate their unique selling points and justify their premium pricing beyond just brand name.
All brands should pay attention to online conversations and consumer sentiment regarding dupes.
Transparency in ingredients and formulation can help build trust with consumers, regardless of price point.
Strategy Recommendations for Brands to Follow in 2025:
Affordable brands: Consider campaigns that directly compare their products to popular luxury items, emphasizing comparable quality and lower price.
Luxury brands: Focus on storytelling, highlighting the research, innovation, and unique ingredients that justify their pricing. Engage with beauty communities to emphasize the unique benefits of their products.
All brands: Monitor social media and beauty blogs for mentions of dupes related to their products and engage in a way that aligns with their brand identity.
Final Sentence (Key Concept) Describing Main Trend: The quest for MAC and Charlotte Tilbury dupes highlights a dominant trend in 2025 of beauty consumers prioritizing value and actively seeking affordable alternatives to achieve desired makeup looks, signaling a shift towards more conscious beauty shopping habits.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Affordable beauty brands should capitalize on the "dupe culture" by clearly positioning their products as high-quality alternatives to popular luxury items, potentially even highlighting ingredient similarities or comparable performance through online marketing and collaborations with influencers. Luxury brands, on the other hand, should focus on reinforcing their brand value through compelling storytelling, emphasizing the unique aspects of their formulations, and potentially engaging in conversations around dupe culture in a way that resonates with their target audience, as seen in the varied approaches taken by Charlotte Tilbury, Olaplex, and Estée Lauder.
Final Note:
Core Trend:
Name: Value-Driven Beauty Consumption
Detailed Description: Consumers are increasingly prioritizing value and actively seeking affordable alternatives to high-end beauty products, driven by factors like price sensitivity and the accessibility of product information and comparisons online.
Core Strategy:
Name: Communicate Value and Justify Price
Detailed Description: Both affordable and luxury brands need to clearly communicate their value proposition to consumers. Affordable brands should highlight quality and comparability, while luxury brands need to justify their premium pricing through innovation, unique ingredients, and brand experience.
Core Industry Trend:
Name: Transparency and Price Scrutiny in Beauty
Detailed Description: The beauty industry is facing increasing scrutiny regarding pricing, with consumers demanding more transparency about product formulations and the value they receive for their money.
Core Consumer Motivation:
Name: Achieving Desired Results Affordably
Detailed Description: Consumers are primarily motivated by the desire to achieve their desired makeup looks and skincare results without having to spend exorbitant amounts of money, leading them to actively search for effective and affordable product alternatives.
Final Conclusion:
The beauty "dupe culture" is a significant trend in 2025 that reflects a more informed and value-conscious consumer. Brands that understand and strategically respond to this trend, whether by offering high-quality affordable alternatives or by clearly articulating the unique value of their premium products, will be best positioned for success in the evolving beauty market.
Core Trend Detailed (Value-Driven Beauty Consumption):
Consumers are increasingly prioritizing value and actively seeking affordable alternatives to high-end beauty products, driven by factors like price sensitivity and the accessibility of product information and comparisons online. This trend reflects a shift in consumer mindset where performance and quality are highly valued, and shoppers are becoming more discerning about whether premium prices justify the perceived benefits. The "dupe culture" is a significant manifestation of this trend, with consumers leveraging online resources and communities to find budget-friendly options that can deliver similar results to their luxury counterparts.
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