The Dark Side of Dupe Culture: When “Cheap” Becomes Illegal

Scrolling through TikTok or Instagram, it’s impossible to miss it: “a dupe for Dior,” “a dupe for Chanel,” “a dupe for Fenty.” Dupe culture is thriving, and creators are having fun sharing affordable alternatives to luxury products.

But behind the cute captions and viral videos lies a growing legal challenge.

Here’s what brands need to know:

• Many dupes are so close to the original that they risk confusing consumers.
• Influencers often promote these products without realizing they could be committing trademark infringement.
• Some sellers use the word “dupe” to mask the fact that the product is actually counterfeit.

For brands, dupe culture is no longer just “fun content.” It’s a serious issue in trademark protection and brand integrity.

In a digital world where trends move in seconds, brand protection has to move faster. Monitoring social media, educating influencers, and enforcing trademark rights are no longer optional — they’re essential.

💡 Takeaway: Dupe culture may delight consumers, but for brands, it’s a legal minefield. The line between inspiration and infringement is getting thinner every day.

Written by our Legal Consultant Ms. Hadeel Zada