The Beauty Dupe Generation: How Gen Z & Millennials Are Transforming Aspirational Beauty

Gen Z & Millenials are reshaping beauty standards and purchasing decisions, embracing affordable luxury while expressing their unique styles.

In 2024, the beauty world is buzzing with the influence of Gen Z and Millennials.

Gen Z and Millenials ~they’re redefining luxury beauty standards – aiming high but shopping smart. Today’s young beauty enthusiasts have sophisticated tastes, but they’re just as savvy with their spending. According to a report from Base Beauty Creative Agency and Mintel, luxury doesn’t mean breaking the bank anymore, especially with the rise of “beauty dupes.” As beauty professionals, this is the moment to tune into these aspirational shoppers and find ways to meet their unique needs.

Let’s explore what this “dupe generation” means for your beauty business and how you can adapt to this powerful trend in ways that resonate with your clients.

Why Aspirational Beauty Matters

Social media platforms like Instagram, TikTok, and #BeautyTok have made luxury products more visible – and more desirable. In fact, 65% of U.S. consumers associate luxury products with status, especially as online lifestyles put every aspect of personal style on display. Today, 59% of Millennials (ages 29-43) say they enjoy showing off financial status, yet many of these clients are also seeking value in their purchases. Rather than always splurging on premium items, a growing number are opting for high-quality dupes that offer the experience without the high price tag.

For beauty professionals, understanding this shift can open up new possibilities, from product offerings to tailored services. Here are a few ways to appeal to clients who want luxe beauty experiences with a practical twist.

Embracing “Beauty Dupes” as a Client Strategy

The rise of the “dupe generation” gives us a fresh opportunity to meet clients’ evolving needs. According to recent research, 64% of Gen Z and 67% of Millennials regularly purchase dupes to achieve their beauty goals affordably. Here’s how you can leverage this trend:

1. Curate Affordable Luxury Alternatives: Many clients are actively searching for luxury-inspired experiences that align with their budgets. By carrying a mix of premium and accessible products, or offering treatments that recreate luxury results affordably, you can attract beauty lovers who want it all—without the steep price.

   
   

2. Influencer Marketing and Social Proof: In today’s beauty world, influencers are everything. With 59% of Millennials and 48% of Gen Z followers purchasing beauty products based on influencer recommendations, teaming up with trusted beauty voices is powerful. Showcasing your services on social media can highlight quality, affordability, and luxury-inspired results, helping you capture this trend-driven audience.

   
   

3. Prioritize Financial Wellness in Beauty: Surprisingly, 22% of Millennials have taken on debt for impulse beauty buys, and nearly one-third of beauty clients regret overspending on products. Consider adding financial mindfulness as a part of your client experience – from consultations that help clients prioritize what’s worth the spend to offering product recommendations that emphasize quality over cost. This approach not only builds trust but positions you as a thoughtful resource in your clients’ beauty journeys.

   
   

Trends to Watch Fragrance dupes have become a standout trend among Gen Z, who are increasingly drawn to affordable alternatives that deliver a luxurious scent experience without the hefty price tag. A recent analysis by Circana highlights that these scent dupes mimic the essence of high-end or niche fragrances, making them an appealing choice for budget-conscious shoppers. The rise of platforms like #PerfumeTok has amplified the visibility of these budget-friendly options, fostering a community of fragrance enthusiasts eager to explore and share their favorites. This heightened engagement in the fragrance category reflects a shift toward seeking quality and value, solidifying fragrance dupes as a must-have for the modern beauty consumer.

Staying Ahead with Dupes in the Beauty Industry

The “beauty dupe” culture is here to stay, and catering to this trend will keep you relevant in today’s evolving beauty market. Embrace luxury quality at accessible prices, build your social presence with authentic influencers, and become a leader in mindful beauty practices. Doing so not only meets the needs of the dupe generation but also positions your business as a key player in a new era of beauty that celebrates both aspiration and practicality.