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The “Lipstick Effect” in Other Forms:
Indulging in Premiumized Everyday Essentials

While dupes are taking the industry by storm, another form
of value-driven purchasing habit has taken shape in recent
years. As we’ve seen that consumers seek mood-elevating
indulgences, we have seen rising demand for premium
personal and home care essentials. Traditionally inexpensive
necessities such as toothpaste, deodorant, and home cleaning
products are now witnessing an upgrade in their status.
Indulging in these premiumized essentials, consumers are
willing to spend more not only for the elevated aesthetics,
but also for the health-related and eco-conscious aspects of
such alternatives. With heightened awareness around the
adverse health and ecological effects of certain conventional
ingredients, such as endocrine disruptors like parabens,
phthalates, or triclosan widely present in a number of
personal care essentials, and ozone depleting volatile

proudly surfing on dupe culture. With price tags kept under
US $25, e.l.f. and Clover, two Gen Z-approved brands, connect
with their audience in a realistic and authentic way. “Dupes
done better,” as self-described by Clover, the brand ascertains
better ingredients, better sourcing, better packaging, and
better pricing throughout their skin care and make-up product
ranges, while e.l.f. showcases their “sustainably minded” efforts
on their website, with packaging-reduction commitments at the
forefront of their goals and actions.
Meanwhile, Brandefy is dedicated to helping consumers find
the best affordable alternative to sought-after products. Calling
out inflated price tags and high margins in the industry, the
brand boasts their own clinically backed skin care lines along
with a unique mobile application that allows users to find the
perfect alternative for brand name products, sorting through
the overwhelming number of brands to recommend the most
cost-effective, qualitative alternative.
The allure of beauty dupes lies not only in their budget-friendly
nature but also in the desire for inclusivity and accessibility.
Traditional luxury brands have often been criticized for
catering to a specific demographic, leaving many consumers
feeling excluded. Beauty dupes offer a solution by providing
quality products at affordable prices, allowing individuals from
diverse backgrounds to participate in beauty trends without
compromising on quality.

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