Gifts for Moms, Dads, and Grads

Dupes are the biggest shopping trend of 2023. Here's why.

Plus, some of our favorites.
By Miller Kern and Haley Henschel  on 
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Overview

Best Apple AirPods Max dupe

Sony WH-1000XM5 headphones

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Best Lululemon Everywhere Belt Bag dupe

ODODOS Mini Belt Bag

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Best Philips Hue smart bulb dupe

LIFX color smart light bulbs

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Best Dyson Pure Hot + Cool dupe

Lasko FH500

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Best TheraFace PRO dupe

SolaWave Advanced Skincare Wand

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Best Hitachi Magic Wand dupe

AVA Premium Personal Massager

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Best Birkenstock Boston Clog dupe

White Mountain Shoes Bari Footbeds Clogs

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Best Theragun dupe

Turonic GM5 Massage Gun

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Best Stasher bags dupe

Ziploc Endurables

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Best Le Creuset Heart Cocotte dupe

Beautiful 2QT Cast Enamel Heart Dutch Oven

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See 7 More

UPDATE: Apr. 26, 2023, 12:45 p.m. EDT This story has been updated to include more dupes for popular products.

Sierra was scrolling through her For You page in January when she came across a seven-second clip of a woman unpacking the spoils of a recent Target order: two large boxes of store-brand toilet paper. "It is the best dupe for Charmin toilet paper," the narrator declares in a voiceover.

Sierra, who works in marketing but uses TikTok for fun, had noticed more and more videos about dupes on the app lately, but found the seven-second clip "outrageous": Why are we romanticizing generic versions of everyday household items that have been around forever? So she decided to stitch it.

"'Be so fucking for real right now' was the first thought that came to my mind, and I just said it," Sierra told Mashable, explaining her brief and blunt reaction video. (We've omitted her last name to protect her privacy.) She thought some friends who followed her would find it funny. Apparently a few other people did, too: It's since garnered well over half a million views and 76,000 likes.

While Sierra didn't go into her video with the intention of going viral, "it makes sense to me that it resonated with people," she said. "I know I'm not the only person who's thinking like, 'OK, this word [dupe] is kind of overused now.'" 

Why are dupes popular?

Finding dupes (short for "duplicates"), or products that replicate the experience of more expensive or inaccessible items, is panning out to be the biggest shopping trend of 2023 so far — largely thanks to TikTok, where videos about worthy copycats rack up millions of views. (The tag #dupe has been viewed more than 2.8 billion times on the app.) Search interest for the term "dupe" hit an all-time peak this month, according to Google Trends data, spawning related queries for popular buys like "Dyson Airwrap dupe," "Airpods Max dupe," and "Birkenstock Boston clog dupe."

TikTok's dupe recommendation renaissance has also given rise to a new meme on social media, where users ironically liken two different entities in the vein of "it's giving" or "big [blank] energy." Antidepressants? Serotonin dupe. Matty Healy in a silk shirt? Harry Styles dupe. Painted-over window in your bathroom that leads to a hidden room? Coraline dupe! The dupe mindset is real and pervasive.

In a way, our collective interest in dupes is simply a sign of the times. Apps like TikTok and Instagram are contributing to a lightning-fast trend cycle, and there's a thrill in the hunt of finding a cheap, readily available version of something that lets us try on the latest "core." Retailers are more than happy to inflame these desires and aspirations with cheaply made, lower-quality products.

And certainly there have been "knockoffs" of designer bags, watches, and other assorted items for decades (as anyone who's walked Canal Street or attended a '90s-era "purse party" can attest), but the internet has ushered in a new era of this longstanding practice.

"For different types of people, dupes are a way of having a look and wanting to participate in a certain aesthetic, but doing it more accessibly," said Amanada Brennan, a meme librarian and senior director of trends at the digital marketing agency XX Artists.

Our compulsion to deem everything a dupe is also a natural response to an unpredictable economy beset by inflation and supply chain challenges. Being able to save money, or not wait a few weeks for a backorder to be filled, can easily outweigh the quality or status pull of name brands for many consumers. Luxury purchases like the Dyson Airwrap have basically created their own secondary dupe markets, with a whole slew of brands making their own version of the original product. And saying you discovered a dupe is more fun than admitting to buying Up & Up Premium Ultra Soft Toilet Paper because it was a few dollars cheaper than Charmin. Like it or not, we've hit peak dupe culture.

What are dupes on TikTok?

Historically, "duping" has meant two different things, depending on which circles you run in. To gamers, it's the practice of using bugs or exploits to clone in-game currency or rare items. To the general public, it's always been a synonym for tricking, deceiving, or swindling. 

Brennan points to a 2007 question on a craft forum as the earliest mention of "dupe" as a stand-in for something pricey, sold out, or discontinued: "I've gone through 3 different fragrance finder sites & googled every imaginable key word, but can't seem to find any dupes for Tyler Candle Company," wrote user TxSioux. The term took off in a bigger way within the beauty industry a few years later, which Brennan largely credits to a blogger named Christine Mielke (aka Temptalia) and her long-running archive of makeup swatch comparisons called The Dupe List.

Content about beauty and clothing dupes trickled onto Instagram in the 2010s before the genre expanded on TikTok, Brennan said. The reason for its massive popularity there is twofold.

"I think there's algorithmic play here. Like once you find one [dupe video], you're probably going to keep going down the rabbit hole," Brennan explained. There's also a degree of odd satisfaction involved, she said, whether you're the one making a dupe video or watching it. Buy this instead of that! will always be a compelling content peg (see also: de-influencing and anti-hauls), and the eventual reveal of an unexpected alternative is a rush for both parties involved.

Lars Perner, an assistant professor of clinical marketing at the University of Southern California, noted that the influx of dupe videos on TikTok could also be an example of a psychological phenomenon known as social proof: People are more likely to go to restaurants that have longer lines or to watch a movie that people online are recommending because they assume other people know what’s good.

“I imagine that you see other people creating TikTok content of a particular type and you sort of get swept up in that,” Perner said.

The Los Angeles-based alternative rock band Never Ending Fall became one of the biggest players in the TikTok dupe game entirely by accident. Members Jack Miller, Tommy St. Clair, Conrad Boyd, Pearce Eisenhardt, and Johnny Hohman were wandering through the aisles of their local Costco one day when they spotted giant, alarmingly cheap bottles of the warehouse store's Kirkland Signature brand alcohol. A blind taste test with name-brand liquor was floated as a joke before they decided to film it for fun, setting the footage behind a jazzy homemade jingle: "Can it Kirklaaand?"

The views kept coming, so the drinks kept flowing. The band has since filmed over 30 videos in their hit "Can It Kirkland" series, now in its second season, racking up millions of likes and amassing devoted fanbases both online and IRL in the process. (Their latest single, "Bad Taste," is not a reference to their critical palettes, for the record.) 

"It was so funny to see the whole thing translate [to real-life] when we were on the road on tour, because we literally had people dressed as [series host] Johnny coming to our show," said vocalist Miller (aka Contestant No. 2). People may have come for the dupe recommendations, but they've stayed for the cast of characters involved. "It's so cool to see how it all flows over into our careers as musicians as well."

That’s part of the dupe trend’s staying power, according Perner. “I imagine much of the appeal of some of these things would be the personalities of people in the TikToks,” he said. Perner compares DupeTok to QVC, where hosts are able to hype people up about products that can honestly be fairly boring.

“I think that TikTok is probably a great illustration of the idea that just about anything can be made interesting in some way,” he added.

What makes a dupe a good dupe?

Dupes have crept into almost every product category, but not everything truly needs to be duped. It’s one thing to dupe expensive items and recreate luxury experiences for less, Perner said, but products like toilet paper or water bottles are not in the same league.

“I'm not sure most of us really could tell the difference that much, realistically speaking, between different brands,” Perner said.

But, as we’re in the age of dupes, it’s only fair to talk about what to look for in a dupe product. The goal of a dupe is to lower the cost without sacrificing quality while retaining most of the same features or designs.

An easy way to find dupes is by searching via Google Lens or Amazon Camera Search. Using a photo of the product you want through these tools will bring up results for items with similar product images. So, then you can just scroll through and find the closest match in your price range.

You can also, of course, turn to TikTok as a dupes search engine. If you sift through the memes, you’ll find actual suggestions for some of the app’s most sought-after products.

The issue with there being so many dupes is that there are also plenty of dupe-wannabes that are actually just crappy products designed to make a quick buck. Just an evergreen reminder: If a price seems too good to be true, it probably is.

Perner noted that Amazon is full of third-party merchants, so the risk of receiving a counterfeit product is higher there — especially if you’re looking for a dupe of something that doesn’t have a distinct appearance. There does have to be some brand recognition when purchasing dupes, or you run into the possibility of receiving AliExpress-quality products.

Brands will likely never label their products as “dupes” because of the legal implications involved. While Target’s Up & Up store-brand toilet paper is explicitly labeled as a comparison to Charmin on its packaging, a now-deleted comment from the Target account on TikTok says the company’s legal team forbids them from actually using the term “dupe.” Target declined to provide a comment to Mashable about not being able to use the term.

screengrab of TikTok comment from Target saying "lolol our legal team wont let us say dupe so thanks for spreading awareness on our behalf"
👀 Credit: Screenshot via TikTok

Dupes have very much been a user-led phenomenon. Even when Shein or Fashion Nova dupe a piece of clothing, they won’t label it as such. It’s up to the consumer to make the connection that that’s what the brands are doing.

Brands might not call their products dupes, but we sure will. We’ve rounded up some of the best dupes for popular products like the Apple AirPods Max, the SKIMS dress, and the Dyson Airwrap, most of which we've tested (and loved) ourselves.

I use my AirPods Pro every single day, but the AirPods Max are so unappealing to me because of their $549 price tag. My go-to over-ear, noise-canceling headphones are the Sony WH-1000XM5s. Sure, they don’t have quite the same silhouette or the same color options as the AirPods, but I love the look of the Sony headphones. They sound incredible, and have great noise cancellation and super intuitive controls. —MK

Read our full reviews of the Sony WH-1000XM5 headphones and AirPods Max.

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The Shark FlexStyle is the dupe of dupes. It’s almost identical in function to the Airwrap and has comparable counterparts to Dyson’s attachments. It’s not like the Revlon One-Step that only covers the blowout, round hot brush functionality of the Airwrap. The FlexStyle has multiple brush attachments and curling barrels that use Coanda technology similar to the Dyson. I have personally only used the FlexStyle, and not the Airwrap, but Mashable Shopping Reporter Bethany Allard has thoroughly tested both and made the bold claim that the Shark FlexStyle is actually better than the Dyson Airwrap. —MK

Read our full reviews of the Shark FlexStyle and Dyson Airwrap.

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TikToker Thamarr (aka Musings of a Curvy Lady) sold me on this soft and shockingly comfortable dress from Popilush, a SKIMS dupe that retails for $84.99. Yes, it's slightly more expensive than Kim Kardashian's version, but hear me out: Its ribbed knit modal/Spandex fabric composition is identical to that of the frequently sold-out Soft Lounge Long Slip Dress ($78), and it has the nice addition of built-in shapewear for a slinkier effect. (That's basically like tacking on a $68 Sculpting Bodysuit Mid Thigh with Open Gusset — Scary Pee Hole included.) This also serves as an opaque lining, so the dress feels less limited to around-the-house loungewear. My only caveat is that its size range could use some improvement: SKIMS garments come in sizes 00 to 24-28, depending on the style, while the Popilush dress is limited to sizes 0 to 22. —HH

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a close-up of a woman in a green crop top and a blue skirt wearing an ODODOS Mini Belt Bag around her hips

ODODOS Mini Belt Bag

Best Lululemon Everywhere Belt Bag dupe

The four Henschel sisters all got belt bags (yassified fanny packs) for our Hot Girl Walks during the pandemic, and I, like a fool, bought the viral Lululemon version. There's nothing wrong with it — it's actually one of my most-used purses year-round; it's just that the ODODOS Mini Belt Bag my youngest sister ordered from Amazon instead is the perfect cheap dupe. It's made with the same water-resistant nylon fabric, and it has a one-liter main compartment, a back zip pocket for a phone, and an adjustable buckled strap just like its pricier counterpart. You can only tell them apart when you put them directly side-by-side: The ODODOS one is just slightly boxier, and it doesn't have the little silver Lululemon logo tag on the lower front corner. (Not worth an extra $21, I'd argue.) —HH

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a close-up of a woman's hand holding a lifx smart bulb

LIFX color smart light bulbs

Best Philips Hue smart bulb dupe

I’m an absolute fiend for smart light bulbs and have one installed in every light socket in my home. I’m in too deep and committed to Philips Hue early on in my smart home journey. But Mashable contributor RJ Andersen swears by LIFX bulbs as the best Hue dupe. They’re easy to install and actually produce good-looking, bright light. Plus, you don’t need a central hub or bridge as you do with some of Hue’s bulbs. A single white/color A19 bulb costs $39.99 from LIFX and $54.99 from Hue. That really adds up if you go the route I did: replacing every standard light bulb in your home with a smart one. —MK

Read our full review of LIFX smart bulbs.

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a couple sitting on a tan couch in front of a Lasko FH500

Lasko FH500

Best Dyson Pure Hot + Cool dupe

Living in a New York City apartment equipped with a landlord-controlled radiator means winters are a constant fluctuation between sweating my ass off and feeling so cold my bones hurt. I need a fan and a space heater in my home, but I don’t have room for both. I really wanted the Dyson Pure Hot + Cool, but simply could not justify spending $500 for a fan heater. I did some research and bought the Lasko fan heater, and I won’t sit here and say it’s the same quality as a Dyson, but it does exactly what I need it to do. I’d rather save a little on a fan so I can drop more money on a fancy air conditioner. —MK

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The SolaWave is definitely not a one-for-one dupe of the TheraFace PRO, but it does pack a lot of features into a much smaller and more affordable device. When I’m feeling lazy about my skincare routine (which is often), I find myself reaching for the SolaWave over the TheraFace because I don’t have to switch out any attachments. The TheraFace PRO does have a leg up by having red and blue light in one device, more thorough microcurrent therapy, a cold tool, and massage heads. But for less than half the price, the SolaWave covers most of your bases. Plus, it’s super easy to throw in a bag and take with you on the go. —MK

Read our full reviews of SolaWave and TheraFace PRO.

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The Hitachi Magic Wand is, excuse my French, a big bitch. That thing is the size of a forearm, and certainly isn’t discreet. The original version is also corded, and if you want to go wireless, it'll cost you $149.99. The AVA Premium Personal Massager (formerly known as the Luna Massage Wand) is a slightly smaller, slightly less intimidating wireless wand vibrator with a very similar ergonomic design, and it comes in at a very reasonable $35. It features eight intensity levels and 20 different vibration patterns, which is an abundant amount IMO. Its recent rebranding added an extra Max Power button and about 3.5 hours of battery life for a total of six, which is twice as long as the Hitachi Magic Wand Rechargeable can run per charge. —MK

Read our full reviews of the then-Luna Massage Wand and the Hitachi Magic Wand.

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All I remember about the Birkenstock Boston clogs I wore throughout high school is that they 1. smelled terrible and 2. were easily mucked up by puddles and ice melt, which is all to say: don't spend $140 on them. Executive Shopping Editor Nicole Cammorata stands by this pair of knockoffs from White Mountain Shoes, which feature a genuine leather upper, a molded footbed, and a buckled design just like authentic Birks. They also come in seven different colors, including some with faux shearling linings; the "taupe suede" ones are nearly identical to Birkenstock's taupe. I can't promise they won't get gross when you wear them out in the elements, but at least you'll only have paid $80. (They were actually on sale for $60 at the time of writing.) —HH

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I’m going to say something so controversial yet so brave: A good massage gun doesn’t have to cost multiple hundreds of dollars. Theragun is the biggest name in massage guns, but plenty of other brands make massage guns that are just as powerful with comparable or better attachments. The Turonic GM5 comes with seven unique massage heads (there’s one that straight up looks like a citrus juicer) compared to the Theragun Prime’s (which costs $299) four attachments. Both guns have five speeds that really dig into your muscles. I honestly prefer the shape of the Turonic because it feels like it has a more natural handle. —MK

Read our full reviews of the Turonic GM5 and Theragun.

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Stasher has pretty much cornered the market on reusable silicone storage bags, but the newer Ziploc Endurables line performs almost as well at a more affordable price point. (Their direct counterparts are about 50 percent cheaper.) They come in three different-sized pouches and two containers, all of which feature a leakproof, pinchable seal and "Cool Grab Tabs" on each end for easy handling. Plus, they're safe to toss in the freezer and oven (up to 425 degrees Fahrenheit). If you're OK with a smaller selection of styles and a slightly more annoying cleaning experience, they're great eco-friendly kitchen swaps for anyone who wants to reduce their reliance on single-use plastic bags. —HH

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My kingdom for a Le Creuset Heart Cocotte. Alas, that kingdom contains the hill on which I will die: No one ever needs to spend $220 on a single piece of cookware, no matter how cute it is. (Full disclosure, I once got a Staub cocotte on sale for $99.99 and I've been riding that high ever since.) Fortunately, Walmart carries a fantastic alternative: The 2QT Cast Enamel Heart Dutch Oven from Drew Barrymore's Beautiful kitchen line there is a sub-$50 heart-shaped pot with an enameled non-stick coating, two side handles for easy lifting, and three different colorways. Note the gold heart-shaped knob on its lid: If you wanted one of those bad boys for the Le Creuset version, you'd pay an extra $22 (plus shipping). —HH

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Topics TikTok

woman with short blonde hair smilling
Miller Kern
Deputy Reviews Editor

Miller Kern is a New York City-based Deputy Reviews Editor at Mashable, where she writes and edits reviews of tech products including headphones, skincare devices, laptops, sex toys, e-readers, robot vacuums, and more. She has five years of experience writing buying guides, gift guides, and deals, and covering shopping holidays like Prime Day and Black Friday. Miller can tell you which products are actually worth your money. She also explores trends in the shopping sphere, such as dupes and viral TikTok moments.

Mashable Image
Haley Henschel
Senior Shopping Reporter

Haley Henschel is a Chicago-based Senior Shopping Reporter at Mashable who reviews and finds deals on popular tech, from laptops to gaming consoles and VPNs. She has years of experience covering shopping holidays and can tell you what’s actually worth buying on Black Friday and Amazon Prime Day. Her work has also explored the driving forces behind digital trends within the shopping sphere, from dupes to 12-foot skeletons.

Haley received a B.A. in Journalism from the University of Wisconsin-Madison and honed her sifting and winnowing skills at The Daily Cardinal. She previously covered politics for The Milwaukee Journal Sentinel, investigated exotic pet ownership for Wisconsin Watch, and blogged for some of your favorite reality stars.

In her free time, Haley enjoys playing video games, drawing, taking walks on Lake Michigan, and spending time with her parrot (Melon) and dog (Pierogi). She really, really wants to get back into horseback riding. You can follow her on X at @haleyhenschel or reach her via email at [email protected].


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