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Dupes, I Did It Again

These days, perfumes at both the highest end of the market and the lowest are simultaneously booming. We’ve entered the Dupe Era.

Gisele Bundchen Dolce & Gabbana Fragrance
The dupe phenomenon has evidenced a fascinating trend emerging in the beauty industry—it’s a dynamic in which perfumes at both the highest end of the market and the lowest are simultaneously booming. Photo: Evan Agostini/Getty Images
Rachel Strugatz
April 3, 2024

I’m fascinated by dupe culture, which has been growing like a vampire squid across the face of the beauty industry for the past couple years. In recent history, it was merely the blockbuster names, like Valentino or Viktor&Rolf, that were used as inspiration by mall chains. Now, watered-down versions of even the most popular niche scents abound, and the most recent additions come from Bath & Body Works. Last week, the retailer launched an Everyday Luxuries Collection of 10 “fine fragrance” mists—a.k.a. $19 dupes of scents like Parfums de Marly’s Delina, Maison Margiela’s Replica Sailing Day, Le Labo’s Santal 33, and Glossier You.