In today’s beauty world, luxury doesn’t always have to come with a high price tag. The rise of beauty dupes — affordable alternatives to high-end products — has completely changed the way people shop for makeup and skincare. Thanks to TikTok, where creators constantly share side-by-side comparisons and “dupe hauls,” the hunt for the perfect budget-friendly beauty product has become its own trend. From foundation filters to lip glosses that deliver the same glossy finish, there’s a dupe for just about everything these days — and we’re here for it.
Before we dive into our favorite dupe discoveries, let’s talk about how this trend took over.
The Rise of the Beauty Dupe Trend
Beauty dupes have been around for decades — think drugstore mascaras that rivaled high-end brands or inexpensive lotions that felt just as luxurious as their designer counterparts. But TikTok and social media made the dupe craze explode.
Short-form videos allowed beauty creators to instantly compare application, texture, and results. Viewers could see — in real time — whether that $10 product really performed like the $45 version. Soon, “dupe culture” became a staple of online beauty content, celebrating accessibility, creativity, and the thrill of finding hidden gems that deliver the same results for a fraction of the price.
Even better? Many of these affordable finds are available at your local Target, Ulta, or drugstore — meaning you can achieve your favorite high-end looks without spending your entire paycheck.
A Brief History of Beauty Dupes
Long before TikTok made beauty dupes go viral, makeup lovers were finding creative ways to recreate luxury looks on a budget. In the early YouTube beauty era of the 2010s, creators would compare high-end favorites with drugstore finds in “Save or Splurge” videos. It was one of the first times audiences saw that quality makeup didn’t always mean luxury prices.
Fast-forward to today, and that same mindset has evolved into an entire beauty movement — one that values accessibility, experimentation, and community. With Gen Z leading the charge, dupes have become a celebration of creativity and inclusion rather than imitation.
Our Favorite Beauty Dupes
Below, we’re breaking down five viral product duos that are worth talking about — the high-end favorites we love and the drugstore dupes that give them a serious run for their money. From cult-favorite primers and glowy complexion products to lip glosses and setting sprays, each pairing has been tested, reviewed, and celebrated online. Whether you’re a dedicated beauty fan hunting for affordable alternatives or simply curious to see if the hype lives up to reality, these side-by-side comparisons are your ultimate guide to getting luxury-level results without the luxury price tag.
1. Byoma Hydrating Milky Toner vs. Ilia The Base Face Milk
Hydration is the foundation of any great beauty routine, and both of these products deliver just that. Ilia’s The Base Face Milk is known for its soothing, milky texture that preps the skin beautifully for makeup. But at a much more affordable price point, Byoma’s Hydrating Milky Toner offers a similar dewy, replenished finish — without compromising on ingredients or performance.
Both formulas feature hydrating heroes like glycerin and ceramides, which help strengthen the skin barrier, lock in moisture, and keep your complexion calm and balanced. Ilia’s The Base Face Milk ($58) has a silky, serum-like texture that nourishes and preps skin beautifully for makeup. Meanwhile, Byoma’s Hydrating Milky Toner ($16) focuses on barrier repair with its tri-ceramide complex, leaving skin dewy, soft, and refreshed.
The biggest difference? The price tag — and Byoma’s playful, colorful packaging that looks as good on your vanity as it feels on your skin.
2. Saie Glossybounce Lip Gloss vs. NYX Fat Oil Lip Drip
If you love that juicy, high-shine lip look, Saie’s Glossybounce Lip Gloss ($22) is a true standout — hydrating, smooth, and infused with nourishing oils that make your lips feel as good as they look. But TikTok can’t get enough of NYX’s Fat Oil Lip Drip ($10), a viral dupe that delivers a nearly identical glassy finish and cushiony feel for less than half the price.
Both formulas give lips that “wet look” shine while keeping them soft, plump, and hydrated throughout the day. And while Saie’s sleek, minimalist packaging gives off that modern luxury vibe, NYX’s budget-friendly version makes it easy to grab multiple shades without the guilt.
3. Refy Glow Sculpt Primer vs. Maybelline Grippy Serum Primer
The “glowy yet grippy” primer trend is everywhere — and it’s not hard to see why. Refy’s Glow Sculpt Primer ($34) has quickly become a cult favorite for achieving that radiant, lit-from-within base while keeping makeup locked in place all day. It perfectly balances hydration and hold, creating that smooth, dewy canvas that makes any foundation look flawless.
Enter Maybelline’s Grippy Serum Primer ($13) — a drugstore dupe that’s been gaining major traction online. It delivers the same luminous, skin-like finish while helping foundation glide on seamlessly and stay put through long days or nights out. For beauty lovers chasing that smooth, glowing skin look without the splurge, Maybelline’s version might just be your new secret weapon — proof that achieving a high-end base doesn’t have to come with a high-end price tag.
4. One/Size Mattifying Setting Spray vs. L’Oréal Infallible Setting Spray
If you’ve been on BeautyTok lately, you’ve probably seen One/Size’s Mattifying Setting Spray ($34) all over your feed — and for good reason. It’s famous for locking makeup in place through long days, hot weather, and even humidity, making it a true holy grail for anyone who needs their look to last.
But L’Oréal’s Infallible Setting Spray ($14) delivers impressive staying power at a fraction of the price — and has quickly become a fan-favorite drugstore dupe. Both sprays create a soft, blurred finish that keeps makeup looking fresh for hours. If you’re someone who battles shine or lives in a humid climate, this dupe swap could save both your look and your budget without sacrificing performance.
5. Charlotte Tilbury Flawless Filter vs. e.l.f. Halo Glow Liquid Filter
This is the dupe that started it all. When e.l.f. launched the Halo Glow Liquid Filter ($15), the internet nearly broke — and for good reason. TikTok creators everywhere began comparing it to Charlotte Tilbury’s Hollywood Flawless Filter ($49), one of the most iconic complexion products in beauty.
Both formulas promise that radiant, soft-focus glow that looks like your skin, but better. They can be worn alone, under foundation, or even as a highlighter for that dewy, lit-from-within finish. While Charlotte Tilbury’s version is loved for its luxurious texture and luminous payoff, e.l.f.’s version comes shockingly close — and at a fraction of the price. It’s proof that you don’t have to spend luxury dollars to achieve that same flawless, glowing complexion.
Spotlight on MCoBeauty: The Dupe-Focused Brand Everyone’s Talking About
A major player in the dupe game right now is MCoBeauty, the Australian brand that recently launched at Target in the U.S. Known for creating near-identical versions of high-end favorites, MCoBeauty’s mission is to make luxury-level beauty affordable and accessible.
From blush sticks that mimic NARS to highlighting wands inspired by Charlotte Tilbury, the brand has made a name for itself by keeping up with the latest trends — and delivering affordable versions fast. However, the brand hasn’t been without controversy. Some critics have questioned how close MCoBeauty’s packaging and formulas come to the originals, sparking debates about creativity, ethics, and originality in the beauty industry.
Still, their popularity continues to grow — especially among younger shoppers and creators who love testing and reviewing beauty dupes. Whether you see them as smart innovators or copycats, one thing is clear: MCoBeauty has mastered the art of giving beauty lovers what they want — results without the high-end price tag.
Why Beauty Dupes Matter
At its core, the dupe trend is about more than saving money — it’s about empowerment. Beauty has always been a form of self-expression, and affordable products make that expression accessible to everyone. The joy of discovering a $10 lip gloss that performs like a $30 one isn’t just financial; it’s emotional. It gives people permission to explore, play, and enjoy beauty without guilt.
It’s also a sign of how the beauty industry is evolving. Consumers are more informed, ingredient-conscious, and value-driven than ever before. They expect transparency and performance — whether a product costs $8 or $80.
Why We Love the Beauty Dupe Trend
Beyond the excitement of saving money, the beauty dupe movement represents something bigger — a shift toward inclusivity and accessibility in the beauty industry. High-quality makeup and skincare shouldn’t be limited to luxury brands, and the rise of affordable alternatives has made it easier for everyone to experiment, express themselves, and feel confident.
It’s also a reminder that great beauty products come at every price point. Whether you’re using Charlotte Tilbury or e.l.f., what matters most is how a product makes you feel.
Final Thoughts
The world of beauty dupes proves that you don’t have to spend a fortune to look and feel amazing. From hydrating toners to glowy filters, there’s a budget-friendly version for nearly every high-end product on your wish list.
So the next time you’re scrolling TikTok or walking through Target, keep an eye out for these viral dupes. Who knows — your next favorite beauty product might just come with a smaller price tag and an even bigger glow.
