Prestige beauty lost the war on dupes. So what happens now?

The beauty industry’s relationship with dupes is changing. 

Stateside, E.l.f. Beauty, Colourpop and L’Oréal-owned Nyx, as well as heritage mass brands like Maybelline, CoverGirl and L’Oréal Paris, all sell some sort of product dupes as part of their evolving business strategy. 

Meanwhile, global power players that built their businesses on dupes are expanding to the states. Australia-based MCoBeauty launched stateside at the end of last year, while Germany’s Cosnova, which owns Catrice and Essence, passed $1 billion in yearly sales in January, just a year after expanding its focus to the U.S. market.

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