#Dupe has 5.4 billion views: the brands and creators driving awareness through dupe culture

Posted by Abby Oldroyd in Trending Influencers

9 months ago

Dupes – short for duplicates – is a term coined by millennials in the early days of YouTube which has been turned into a whole culture by Gen Z on TikTok. While this concept is nothing new, the cost-of-living crisis has increased the appetite for cheaper alternatives with many fashion and beauty enthusiasts forgoing designer…

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