According to market researchers Mintel, 64 per cent of Gen Z believe buying dupes is a good way to save money, while 74 per cent agree that affordable products work just as well as premium ones, which is becoming a problem for luxury brands.
I’ve tested 100 dupes as a beauty editor – here’s the ones that REALLY work including LED mask that saves you £366 ALMOST daily, I am asked if dupes are any good.
Take regular brand L’Oreal, which owns luxe names such as SkinCeuticals, La Roche Posay and CeraVe, as well as make-up brands YSL and Lancome, among others.
Despite the fact that it can be seen as companies benefiting from someone else’s hard work, the thrill of finding a bargain means I just can’t help myself.
“I’m an innovator, not an imitator,” says Charlotte, who won a legal battle with Aldi over its mirror image blush palette in 2019.
