The Dupe Analysis Report

With so many products competing for space in your makeup and skincare collection, keeping up with a beauty routine can quickly become costly. The dupe market is increasingly growing in popularity as consumers are paying closer attention to the performance of products, according to The State of Fashion 2025 Beauty Report.

As social media continues to help beauty lovers find more affordable and often just-as-good alternatives to some of the premium brands, we have conducted a study to find out which brands and products Brits are trying to find dupes for most, and how much they could be saving us.

Sol de Janeiro, Charlotte Tilbury and Drunk Elephant rank as the top brands Brits search for when looking for dupes

Of the 97 brands analysed, beauty brand Sol de Janeiro comes in as the most searched for brand people want dupe products of, with 69,600 searches each year for Sol de Janeiro dupes. Known for its signature scents and Brazilian-inspired creams, the brand is most famously known for its Brazilian Bum Bum Cream.

The top 10 brands Brits are searching for dupes of:
 

In second place is UK luxury beauty brand Charlotte Tilbury, who are known for their award-winning and universally-loved makeup, skincare and fragrance. From the iconic Magic Cream to viral Airbrush Flawless Setting Spray, these premium products come at a price, making it no surprise that the brand receives 12,000 searches for cheaper alternatives each year.

Other brands in the top 10 list include Drunk Elephant, Chanel, Elemis and Dior.

Charlotte Tilbury products dominate searches for the most sought-after dupes

We went a step further by taking the 23 brands with the highest dupe search volume and finding their best-selling products. They then analysed dupe search terms across these products specifically, to find the most-wanted product dupes.

The 10 most searched for product dupes:
 

Charlotte Tilbury’s Magic Cream ranks as the most sought-after product dupe. Brits search 46,800 times a year for cheaper alternatives to the iconic moisturiser that has a retail price of £79 for a 50ml pot.

In fact, Charlotte Tilbury has four products featured in the top 10 dupe list, with its Airbrush Flawless Setting Spray, Hollywood Contour Wand, and Airbrush Flawless Foundation all being deemed dupe-worthy by the British public.

The second most searched product alternative is Hailey Bieber’s Rhode Glazing Milk, which sees over 21,000 searches taking place each year for dupe terms.

In third is Estee Lauder’s Double Wear Foundation with 17,280 searches each year, followed by Tatcha’s Dewy Skin Cream with 9,720.

Premium brand products are on average 347% more expensive than their dupe alternatives

Dupes are famous for giving the same results as their more luxurious originals, whilst helping Brits save money. We sought to understand exactly how much Brits could be saving by making the swap, as well as analysing reviews to see if it could be worth it.

In order to do this, they analysed TikTok videos and articles to determine some of the most well-known product dupes and investigated how much cheaper they are.

It’s worth remembering that while a dupe can be a more budget-friendly option, it may not deliver exactly the same results as its luxury counterpart, as ingredients will vary.  To stay on the safe side, make sure you’re doing your research on both the dupe and the brand before you purchase to ensure it suits your skin type, as well as meeting the UK’s high testing and safety standards.

The products beauty lovers can make the most savings on by changing to a dupe:
 

Of the top 10 products analysed, consumers can save the most by using a dupe for Charlotte Tilbury’s Magic Cream. With the premium product setting you back by £79 for a 50ml tub, the average price for a dupe containing a similar size is just £13.99, meaning a product swap can save you an impressive £65.01. We also looked at review ratings and saw that the premium face cream matches the dupe reviews at around 4.6 stars out of 5.

It’s clear that you can make the most savings with skincare dupes, as second and third place are also moisturisers and gels for your skin. Tatcha’s Dewy Skin Cream costs consumers £67 for a 50ml bottle, whilst a dupe costs an average of £21.38, with average reviews at least matching or exceeding the premium brand's own results. In third is The Water Cream from Tatcha, with skincare fans able to save £43.63.

The smallest price difference of the 10 products analysed was the Rhode Glazing Milk. With the 124ml bottle coming in at £32, cheaper alternatives average at £16.96, giving the smallest saving of £15.04.

As the dupes market continues to grow, what alternatives will you make to help have a more sustainable beauty obsession

Sources and Methodology

We analysed a list of the UK’s most common premium beauty brands using Boots data.

We used Google Search Volume to determine the most common brands and products people wanted to find a dupe for. Terms were based around the brand name, the product name and the term dupe.

We used TikTok data and desk research to determine the common dupes for different premium brand products. We then compared the retail prices of these products, as well as reviews to determine the average cost of dupes against the premium product and the savings made. We tracked the size of the products to ensure we were comparing like-for-like.

The costs of each product were taken at retail price and did not include discounts or offers.

All data was collected between 1st December - 2nd December 2025.