Popular as beauty dupes continue to be, the category’s most common targets don’t shift very often. What’s more, demand for dupe products is highly concentrated at the top to just a handful of prestige brands, data from Fresha shows.
For instance, the number-one brand by U.S. “dupe” Google searches in November 2025 was Sol de Janeiro, with 8,800 applicable searches. That’s more than double the dupe demand for the number-two brand, Chanel, which saw 3,200 related searches during the period. Then, La Mer, with 2,600 of its total 165,000 searches being dupe-related.
Dupes have been around for decades in beauty, but the category saw a shift when TikTok went mainstream in 2020, and opting for dupes became not only less stigmatized by consumers across income levels, but for some, even recognized as a sign of beauty savvy and know-how.
Even then, Sol de Janeiro had a grip on dupe-hungry consumers, with Trader Joe’s Brazilian Nut Butter being one of the earliest low-cost alternatives to the brand’s hero Bum Bum Cream to be widely shared. Five years later, demand for the brand hasn’t tempered, and even more mass-market players like Naturewell and Sttes are trying to emulate the brand, launching dupes of its hero body creams and fragrance mists at retailers like Target and TikTok Shop.
Charlotte Tilbury takes the number-four spot in terms of dupe demand. The brand is one of a growing few, including Olaplex, to fire back against dupe culture, launching a campaign in 2025 describing its products as “legendary” and “undupable viral sensations.”
Overall, dupe searches have actually decreased on Google year-over-year, but that doesn’t mean the trend isn’t growing. Rather, said Fresha beauty expert Annabelle Taurua, it’s simply an indication of consumers’ shifting habits as platforms like TikTok and ChatGPT gain search share, a trend that will continue in 2026.
The top 10 brands by U.S. Google searches alongside “dupe” in November 2025, per Fresha.
1. Sol de Janeiro: 8,800
Sol de Janeiro Bum Bum Cream
Courtesy
2. Chanel: 3,200
Chanel No. 5
courtesy
3. La Mer: 2,600
La Mer Crème De La Mer
Courtesy of La Mer
4. Charlotte Tilbury: 1,760
Charlotte Tilbury Hollywood Flawless Filter
5. Tatcha: 1,760
Tatcha The Dewy Skin Cream
Courtesy
6. Drunk Elephant: 1,440
Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops
7. Dior: 1,180
Dior Addict Lip Glow Oil
8. Laneige: 1,180
Laneige
Courtesy
9. Rhode: 980
Rhode Peptide Lip Tint
Courtesy
10. E.l.f. Beauty: 960
E.l.f. Cosmetics Power Grip Primer
Courtesy
