Young beauty enthusiasts are turning to a new app for product “dupes.” In recent years, the “dupe” trend has been popular among young users on social media: The verified @dupethat account has 1.3 millions on Instagram, while the hashtags #makeupdupes and #dupes have millions of views on TikTok. While beauty product “dupes” were popularized by YouTubers, the process of finding them has been “streamlined” thanks to a new mobile app. During the pandemic, Brandefy has become one of the “emerging paths to product discovery with its format focused on recommending affordable dupes.” The app offers a “curated library of low-priced alternatives” like E.l.f’s $16 16 HR Camo Concealer, which is listed as “80% match” for Tarte’s $27 Shape Tape product. According to the app, they have 30K monthly active users, 293K total downloads, and saw a 330% year-over-year growth in new user accounts in 2020. Over 85% of their users are under the age of 34, with a “significant portion” still in college. (Glossy)
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