In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

Dupes – skin and beauty products that perform near-identically to brand name mainstays and holy grails – are on the rise. Blogs and TikTokers help savvy consumers to get the effect they want without breaking the bank, meaning that brand names might struggle to maintain loyalty and keep up.

A quick search online will yield dupes for just about anything. A cocktail of the ever-spinning trend cycle, mixed with financial instability that makes people want more for their money, has shifted the perception of dupes from uncool knock-offs to a way of sign-posting fashion savvy and finesse.

Lululemon is countering dupe culture by inviting shoppers to swap their dupes of its famous Align leggings with an authentic pair. As shoppers grow increasingly jaded by inflation and look to cheaper alternatives, the brand aims to re-engage fans by proving the original product's quality and worth.

Similar to the way skincare boomed as people looked for ways to take control of self-care routines, hair care is next in line. People are understanding the nuances of hair care better and are looking for brands and products that understand them deeply, work well, and don’t compromise on their values.