“Dupe culture” is having a moment. Social media feeds are filled with influencers proudly showcasing designer “dupes”, products that look almost identical to high-end or well known brands, but come at a fraction of the price. Search TikTok for #dupe and you’ll find millions of posts. Brands like Chanel, Dior, Olaplex and countless small businesses are being copied, with creators often positioning it as a harmless alternative for budget-conscious shoppers.
But here's the uncomfortable truth: How do we spot counterfeits in the middle of this trend? Are all dupes just fakes in prettier packaging? And why are some products dismissed as knockoffs while others get promoted on platforms like TikTok Shop?
As the line between “inspired” and illegal counterfeit blurs, concerns grow about how to remove fakes from TikTok or Instagram Shop. From identifying counterfeit products online to understanding the legal differences between a dupe and a fake, this blog uncovers what you really need to know before hitting “add to cart.”
What Exactly Is a Dupe?
A “dupe” is short for “duplicate.” In theory, it refers to a product that resembles another in design or function, but without directly copying logos or brand names. It’s often framed as “inspired by” rather than “pretending to be.”
But in reality, the line is much blurrier.
Many so-called dupes:
- Reuse a brand’s imagery, packaging style, or colour palette
- Mimic trade dress (the look and feel of a product)
- Appear on TikTok Shop or marketplaces alongside the real brand’s name or hashtag
- Confuse buyers into thinking they’re getting the real thing at a bargain
And the most telling sign? They rarely call themselves counterfeits but they market to the same customers and cut into the same sales.
Counterfeits by Another Name?
Legally, a counterfeit is a product that infringes on registered trademark, often including the brand name or logo. But in practice, many dupes operate just below that threshold, intentionally avoiding a logo but copying everything else.
When a seller on Temu or TikTok Shop copies your packaging, your product shape, and even uses your photos but calls it a "dupe". What’s really happening? They're capitalising on your brand equity without permission, and in many cases, misleading customers along the way.
- From a brand protection perspective, the damage is the same: Lost sales
- Decreased perceived value
- Confused customers
- Dilution of your distinctiveness
- More returns and complaints, sometimes to you, the real brand
Who Gets Away With It—and Why?
This is where things get murky.
When large retailers release “dupe” versions of trending products, whether in fashion, skincare, or homeware, it’s often framed as clever merchandising. When a small creator on TikTok finds a “dupe” for a viral item, it’s positioned as a consumer win. But when a small brand sees their unique product copied by a drop-shipper or a fast fashion giant? Suddenly, it's theft.
So what’s the real difference? Often, it comes down to scale, not substance.
A high-street retailer releasing a “dupe” is rarely called out as a counterfeiter. But a factory selling the same design under a fake logo from overseas quickly crosses the line.
The language shifts depending on who benefits.
When Fashionable Meets Fraudulent
The term “dupe” has become socially acceptable—almost aspirational. It feels smart and resourceful. But it can mask the underlying issue: a lack of respect for intellectual property, and an erosion of creative value.
To be clear: not all dupes are illegal.
- Some are inspired by trends, not specific brands
- Others take influence but offer enough originality
- In many cases, enforcement depends on how clearly a product confuses the buyer
But most dupes that reuse photography, product copy, or mimic protected brand assets are very much in counterfeit territory—they just dress it up with a different name.
The Hidden Dangers of Beauty Dupes
Not all dupes are created equal but in the beauty industry, they can be especially dangerous.
When you buy a dupe of a moisturiser, face oil, or serum, you’re not just saving money by skipping the brand name. You’re skipping everything that protects your skin and health. That includes:
- Regulated manufacturing standards
- Ingredient safety testing
- Allergen controls and labelling
- Batch tracking and recalls
- Compliance with cosmetic safety law
Most beauty dupes are produced in unregulated facilities with unknown ingredients, no clinical testing, and no accountability. The packaging might look nearly identical—but what’s inside is anyone’s guess.
You're not just skipping the price tag—you're skipping the protections.
For customers, that can mean breakouts, rashes, infections, or worse. For brands, it can mean dealing with complaints for products you never even made.
How You Can Protect Your Brand
If you’re building a product-based brand in today’s digital-first economy, understanding the risks of dupe culture isn’t optional, it’s essential.
You can’t control if your product goes viral. But you can control how you protect it once it does. As social platforms normalise the trend of “affordable dupes,” your original designs, product images, and even branded packaging are more likely to be reused—or outright copied—by competitors, creators, or counterfeiters.
At first, it might feel flattering. But quickly, it becomes expensive, especially when these unauthorised lookalikes start diverting sales, damaging your brand reputation, or confusing customers.
That’s where IP Moat comes in.
IP Moat is a powerful brand protection platform that helps businesses spot counterfeits, remove fakes, and monitor dupe listings across major marketplaces like TikTok Shop, Temu, Amazon, AliExpress, and others. It uses intelligent detection tools to flag unauthorised sellers, identify product and image infringement, and initiate takedowns fast, before copycats can gain traction.
Whether it’s a dupe, knockoff, or replica, if someone’s profiting from your IP without permission, IP Moat helps you take back control, quickly and legally.
Conclusion
Dupes may seem harmless, but for brands, they often blur the line into counterfeit territory—costing you sales, credibility, and control.
With IP Moat, you can quickly spot and remove fakes from platforms like TikTok Shop, Temu, and Amazon, before they damage your brand.
Drop an email at hello@ipmoat.ai for a personalised consultation today or head along to the website to start your free audit!
Protect your brand, on your terms.
