Dupe perfume brands are getting recognition on par with the OGs. Gen Z finding less expensive versions of the latest trendy scent through reviews on TikTok or finds at discount stores is nothing new. But brands dedicated to making the dupes—like Dossier, MCo, Oakcha, and Alt. Fragrances—are now getting celeb collabs and IRL store space, legitimizing them alongside the luxury brands. And they don’t have to pretend they aren’t dupes to do it, thanks to young, fragrance-obsessed consumers normalizing and romanticizing shopping on a budget to get the vibe, or even same quality, as something name brand. In fact, MCo, which has even been sued by Sol de Janeiro for making copies too close to their products, had a 10,000% sales spike last year after dubbing April 4 (4/4) “National Dupe Day.” Meanwhile, Dossier openly markets their “Impressions” fragrances and in doing so, has built enough of a fan base to launch “Originals,” too. (Glossy)
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