If it feels like every week there’s a new product going viral on TikTok making a play for your hard-earned pennies – well, that’s because there is.
The beauty industry is a big business generating over $100 billion in revenue worldwide according to Exploding Topics, and new labels are constantly coming to the fold trying to get a piece of the action. Our bank balances are weeping at the thought.
In the ever-expanding market, finding that perfect formula that suits your skin type and tone is no easy feat, especially when it comes to makeup. Once you discover it, it’s hard to let go, even as the RRP gets steeper and steeper. Enter the wonderful world of dupes.
It has been said that “good artists borrow, great artists steal” and the same applies to makeup artistry. Affordable cosmetic labels follow the framework of beloved, holy grail items, borrowing elements of texture, colour and ingredients while remaining low-cost. This means that you will be able to shop barely indistinguishable alternatives to heroes like the Laura Mercier Translucent Loose Powder or Charlotte Tilbury Flawless Foundation for around the same price as an artisanal cup of coffee.
A word of warning: just because a product may resemble a more expensive alternative in its packaging, it does not mean that the contents are the same. Pay close attention to the ingredients used and steer clear of formulas that forgo skin-loving goodness in favour of fillers. Trust us when we say your complexion will thank you.
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Essence Make Me Brow Eyebrow Gel Mascara
Dupe of: Glossier Boy Brow (£18)
With a gel-pomade texture, the Essence Make Me Brow Eyebrow Gel Mascara, much like the iconic Glossier Boy Brow, will help you create precise brush strokes for a fuller brow. The Glossier formula is made up of nourishing natural waxes that don’t leave a crunchy feeling and have a strong hold. The Essence composition also boasts conditioning ingredients but is vegan. It has less staying power but is foolproof to apply and is mess-free.
If you’re looking for a more pigmented product, the NYX Professional Makeup Brow Mascara (£11) gives the Benefit Gimme Brow (£19.60) a run for its money.
Buy now £4.24, Amazon
e.l.f Brow Lift
Dupe of: Anastasia Beverly Hills Brow Freeze Extreme Hold Laminated-Look Sculpting Wax (£16.10)
When it comes to finding affordable dupes, e.l.f. is a brand you’ll hear about over and over again. This is certainly true for its Brow Lift, a clear eyebrow gel that sets your look in place with extreme hold. The lasting power is so great that it rivals that of Anastasia Beverly Hills, a label that specialises in all things brows. These products are ideal for getting creative with brushed-up brows, soap brows or creating definition. Use a spoolie for a fluffy, feathered look and lock in with either, fairly interchangeable waxes.
Buy now £5.93, Amazon
NYX Professional Makeup Fat Oil Lip Drip
Dupe of: Dior Addict Lip Glow Oil (£32)
The Dior Addict Lip Glow Oil is a viral TikTok sensation and considered a cult buy in the beauty world – but if the £32 feels a bit steep, fear not. NYX’s lipsticks are some of the longest-lasting on the market and this is true of its lip gloss too. The high-shine product has a plumping effect, while packing your pout with a nourishing combination of ingredients – all while imparting a subtle tint.
Buy now £7.50, Amazon
Milani Baked Blush in Luminoso
Dupe of: Nars Blush in Orgasm (£30.50)
This blush from cruelty-free label Milani is lauded for its near exact colour match to the legendary Nars Orgasm hue. The Luminoso shade has a peachy pink tone with a gold shimmer finish that brightens the complexion with a lit-from-within glow.
Buy now £11.75, Superdrug
Lottie London colour cloud Longwear Matte Liquid Eyeshadow
Dupe of: Glossier Skywash Sheer matte lid tint (£18)
For a wash of matte colour, the Lottie London colour cloud makes a convincing case for your makeup bag. Much like its Glossier counterpart, it’s highly pigmented and is also made up of nourishing vitamins. You’ll find vitamin E as well as argan and jojoba oil. Both formulas are also cruelty-free, vegan and long-wearing.
Buy now £5.95, Lottie London
L'Oréal Paris Infallible 24hr Freshwear Liquid Foundation
Dupe of: Armani Luminous Silk Foundation (£44.50) and Nars Light Reflecting Advanced Skincare Foundation (£39)
So rated is the foundation from L'Oréal that is considered a dupe not only of the makeup artist favourite Armani Luminous Silk Foundation but the Nars Light Reflecting Advanced Skincare Foundation too. What these three formulas have in common is a hydrating, natural and glowing finish that gives a flawless base without looking like you’re wearing makeup at all. Despite the modest price tag, the Infallible composition is silky, long-lasting and nourishing with the infusion of vitamin C.
Buy now £10.39, lookfantastic
e.l.f. Halo Glow Liquid Filter
Dupe of: Charlotte Tilbury Hollywood Flawless Filter (£39)
This is a popular comparison that you’ll spot all over TikTok and this is no doubt due to the popularity of the Charlotte Tilbury foundation. Pegged as a game-changer, the Hollywood Flawless Filter is one of the most highly rated products from one of the most sought-after brands on the market – and e.l.f. is on hand for a purse-friendly dupe.
The e.l.f. Halo Glow Liquid Filter is an award-winning, glow-giving base product that, much like its counterpart, was designed to mimic that soft filter finish when you swipe right on Instagram. The formula is enriched with hydrating heroes squalane and hyaluronic acid.
Buy now £13.97, Amazon
Makeup Revolution Fast Base Blush Stick
Dupe of: ILIA Multi-Stick (£36)
The buttery texture of the ILIA Multi-Stick has earned the multitasking hero a loyal following. It’s a blush but can be used as a bronzer and applied to not only the cheeks but the eyes and lips too. The Makeup Revolution Fast Base Blush Stick has the same stick format, making its travel friendly and while the shade range is more limited, it too is buildable and blendable. The e.l.f. Monochromatic Multi-Stick Blush (£4.90) also deserves your attention.
Buy now £6.00, Amazon
Morphe Color Pencil - Sweet Tea
Dupe of: M.A.C Lip Pencil Lip Liner in Stripdown (£20)
The Stripdown hue is a star of the small screen. It has been spotted on the lips of Alexa Demie’s Maddy on season two of Euphoria, bringing a popular 90s combination of the shade with gloss back on the beauty agenda. When your pencil is running low, look to Morphe Color Pencil in Sweet Tea which compares nearly exactly in terms of colour, texture and even the slick black exterior.
Buy now £6.00, lookfantastic
e.l.f Halo Glow Setting Powder
Dupe of: Laura Mercier Translucent Loose Setting Powder (£31.91)
The Laura Mercier Translucent Loose Setting Powder is a holy grail product and the most highly rated setting product in the game. e.l.f Halo Glow Setting Powder does a great dupe with a finely milled texture and soft filter finish.
Buy now £8.00, Superdrug
