A new report has revealed the beauty dupes consumers are searching for the most in 2025.
MAC Cosmetics-styled lipsticks are the most sought-after product dupes, according to data compiled by Irish web design company Baldwin Digital.
The brand scored 72.36, a figure based on Google Trend search data from March 2024 to February 2025, with ColourPop's Lippie Stix being cited as the most popular alternative.
“Beauty enthusiasts clearly want the MAC Cosmetics colour payoff and finish without the premium price tag,” the report read.
Charlotte Tilbury's Flawless Filter followed closely behind MAC Cosmetics, and scored 66.68 via Baldwin Digital’s search metric.
The product, which gives skin a radiant ‘filtered’ appearance, has spawned numerous alternatives, with the most popular being e.l.f. Cosmetics' Halo Glow Liquid Filter.
“This high search volume suggests consumers are eager to achieve the glowy Charlotte Tilbury look without the luxury mark up,” the report continued.
Armani Beauty, fronted by Beauty Ambassador Hanni of NewJeans
Armani's Luminous Silk Foundation ranked third in the list, with a search interest score of 6.51.
“Known for its lightweight formula and natural finish, consumers are actively searching for more budget-friendly alternatives like L'Oréal Infallible Foundation,” the report highlighted.
“The significant drop in interest scores between second and third place highlights just how dominant the top two beauty dupes are in consumer searches.”
The surge in dupe searches has indicated “something valuable about today's consumer mindset”, said Mark Baldwin, marketing expert at Baldwin Digital.
“People are not just looking for cheaper alternatives – they are becoming more sophisticated shoppers who question whether premium pricing truly reflects superior quality,” Baldwin added.
“This points to a shift in how people are making purchasing decisions.”
Although dupe popularity among consumers is rising, not everyone looks so favourably on the market segment.
Charlotte Tilbury products are the second most sought after dupe
Charlotte Tilbury hit back at dupe culture this year through a beauty campaign titled ‘Legendary. For a Reason’.
The campaign is described as a “celebration of Charlotte’s best-selling products” and “undupable viral sensations”.
Tilbury said she “bottled over 30 years of artistry and expertise” to create her product range, which she claims cannot be replicated.
The celebrity make-up artist has spoken out about dupe culture before, having sued Aldi in 2019 for imitating her Filmstar Bronze & Glow palette.
Sculpted By Aimee founder Aimee Connolly has also been outspoken in how dupe culture is affecting the industry.
Olaplex, meanwhile, shared its views on dupe culture via TikTok with a tongue-in-cheek Oladupé campaign.
The bond-building hair care brand secretly launched fictitious product Oladupé onto the platform as a copycat product for its popular Hair Perfector No. 3.
More recently, Estée Lauder teamed up with comedic actress Kristen Bell on a campaign to playfully take on dupe culture and sleep health.
Its ‘Beauty Sleep Dupe’ campaign with the Nobody Wants This star humorously makes light of the beauty industry’s “obsession with duplicating products”.