Gifts for Moms, Dads, and Grads
Digital Culture
TikTok

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

Plus, some of our favorites.
By Miller Kern and Haley Henschel  on 
All products featured here are independently selected by our editors and writers. If you buy something through links on our site, Mashable may earn an affiliate commission.

Our Top 10 Picks

Sony WH-1000XM5 headphones (opens in a new tab)

Best Apple AirPods Max dupe

The Sony WH-1000XM5s don't have the signature AirPods Max look, but they still have a sleek design and are jam packed with impressive features.

The Good

  • Incredible sound quality
  • Impressive noise cancellation
  • Comfortable and sleek design

The Bad

  • Fewer color options
  • No Smart Case

The Bottom Line

If you're more about substance over style, the Sony WH-1000XM5s are an amazing alternative to AirPods Max.
Pros & Cons

Shark FlexStyle Air Drying & Styling System (opens in a new tab)

Best Dyson Airwrap dupe

We'd argue the Shark FlexStyle is actually better than the product it was designed to dupe.

The Good

  • Does everything the Dyson Airwrap does at a lower price point
  • Diffuser option for wavy and curly-haired people
  • Twisting base mechanism adds something new and actually useful to the Airwrap design

The Bad

  • No carrying case for storage
  • Only one size of curling barrels

The Bottom Line

The Shark FlexStyle is *the* hot air styling tool to get. It performs just as well as, if not better than, the Dyson Airwrap for about half the cost.
Pros & Cons

Popilush Shaper Slip Maxi Dress (opens in a new tab)

Best SKIMS dupe

Soft and shockingly comfortable, this knit maxi dress combines the viral SKIMS Soft Lounge Long Slip Dress with hidden shapewear.

The Good

  • Has its own built-in shapewear that acts as a liner
  • Comes in five colors
  • Nearly identical fabric composition
  • Often on sale on Amazon

The Bad

  • Less inclusive size range
  • Technically the same price as the SKIMS Soft Lounge Long Slip Dress

The Bottom Line

It doesn't save you any money compared to the SKIMS version, but it's more versatile and way easier to buy.
Pros & Cons

LIFX color smart light bulbs (opens in a new tab)

Best Philips Hue smart bulb dupe

LIFX might not be as well known as Hue, but the quality of its bulbs make the brand a worthy competitor.

The Good

  • No additional hub or bridge required
  • Easy to install
  • Connects to Apple HomeKit, Google, and Amazon Alexa

The Bad

  • Smaller product range than Hue

The Bottom Line

LIFX doesn't offer the same amount of products as Philips Hue, but its standard smart bulbs are worth straying from the big name brand.
Pros & Cons

Lasko FH500 (opens in a new tab)

Best Dyson Pure Hot + Cool dupe

For almost $300 less than the Dyson Pure Hot + Cool, the Lasko tower fan heater does exactly what you need a combination fan and space heater to do.

The Good

  • Four fan speeds, three heat settings, and a combo cooling and heat setting
  • Includes a remote
  • Small profile

The Bad

  • No air purification
  • No WiFi

The Bottom Line

It's certainly not the same caliber as the Dyson Pure Hot + Cool, but the Lasko fan heater provides sufficient cooling and heating at a much more reasonable price.
Pros & Cons

SolaWave Advanced Skincare Wand (opens in a new tab)

Best TheraFace PRO dupe

The SolaWave is not a one-for-one dupe of the TheraFace PRO, but it gives you red light, microcurrent, and heat therapy in one small device.

The Good

  • Affordable
  • Small and portable
  • Packs red light, heat, and microcurrent into one device

The Bad

  • Doesn't have blue light
  • TheraFace PRO offers more features as different attachments

The Bottom Line

If you don't need every feature the TheraFace PRO has to offer, SolaWave is a great alternative to the multi-function skincare device.
Pros & Cons

Luna Personal Massager (opens in a new tab)

Best Hitachi Magic Wand dupe

The Luna wand is more lightweight and discreet than the Hitachi while still packing in intense and customizable vibration.

The Good

  • Eight intensity levels and 20 vibration patterns
  • Cordless
  • Lightweight

The Bad

  • Smaller head makes this better suited for solo play than partner play

The Bottom Line

If you want a massive vibrator you can use with a partner, the Hitachi is the way to go. But for something more discreet with the same kind of power, the Luna wand is the move.
Pros & Cons

White Mountain Shoes Bari Footbeds Clogs (opens in a new tab)

Best Birkenstock Boston Clog dupe

If you took away any branding and hid their price tags, you won't be able to tell the difference between these clogs and genuine Birks.

The Good

  • Same material composition as the Birkenstock version
  • Similar colors available
  • Available with a faux shearling lining
  • $70 cheaper
  • Easy to find in stock

The Bad

  • Online customer reviews say they run big

The Bottom Line

Honestly? Birkenstock clogs probably (hopefully) won't be in style for much longer. Just buy these.
Pros & Cons

Beautiful 2QT Cast Enamel Heart Dutch Oven (opens in a new tab)

Best Le Creuset Heart Cocotte dupe

This adorable Dutch oven from Drew Barrymore's cookware line is $175 cheaper than its fancy French counterpart ($197, if you count the knob).

The Good

  • Same size as the Le Creuset version
  • Comes in three colors
  • Has its own heart-shaped knob
  • Oven-safe up to 500°F
  • Enameled non-stick coating

The Bad

  • Often sells out at Walmart

The Bottom Line

If you're only going to be using your heart-shaped pot on special occasions, there's truly no need to splurge.
Pros & Cons

Turonic GM5 Massage Gun (opens in a new tab)

Best Theragun dupe

Theragun may be the biggest name in massage guns, but it's not the only one worth your attention (or money).

The Good

  • Seven massage head attachments
  • Five speeds
  • Comfortable design

The Bad

  • No Bluetooth connection for guided routines

The Bottom Line

You won't get the smart features that come along with the Therabody app, but the Turonic massage gun itself is powerful and comes with seven attachments that really dig in where you need them,
Pros & Cons

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(opens in a new tab). "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(opens in a new tab). (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 so popular right now?

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(opens in a new tab), 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(opens in a new tab)" or "big [blank] energy." Antidepressants? Serotonin dupe(opens in a new tab). Matty Healy in a silk shirt? Harry Styles dupe. Painted-over window in your bathroom that leads to a hidden room(opens in a new tab)? Coraline dupe! The dupe mindset is real(opens in a new tab) 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(opens in a new tab)." Retailers are more than happy to inflame these desires and aspirations with cheaply made, lower-quality products(opens in a new tab).

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.

Like it or not, we've hit peak dupe culture.

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.

Dupes as content

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(opens in a new tab) 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(opens in a new tab) (aka Temptalia) and her long-running archive of makeup swatch comparisons called The Dupe List(opens in a new tab).

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 alvso 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 social proof. It’s the phenomenon that people are more likely to go to restaurants that have longer lines, or 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(opens in a new tab) 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 nearly 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 dupe TikToks to QVC, where the 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,” Perner said.

For the record, the guys of Never Ending Fall’s favorite Kirkland dupe is Kirkland Signature Tequila Silver (the dupe for Casamigos Blanco), which interestingly enough was the liquor they tried in their very first “Can It Kirkland” video.

What makes a dupe a good dupe?

Dupes have creeped into almost every product category, but not everything truly needs to be duped. Perner says it’s one thing if we were looking at really expensive items where finding a cheaper alternative makes a big difference, 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(opens in a new tab). 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 can wade through the satirical DOOPS, 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 deal 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 as distinctive of an appearance. So, 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 in that. 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(opens in a new tab) 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"
The now-deleted comment from Target acknowledged that the retailer is not permitted to call products dupes. Credit: Screenshot: 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 we’ve tried for products such as AirPods Max, the SKIMS dress, and the Dyson Airwrap.

Best Apple AirPods Max dupe
Credit: Molly Flores / Mashable

I use my AirPods Pro every single day, but the AirPods Max(opens in a new tab) 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.

Best Dyson Airwrap dupe
Credit: Bethany Allard / Mashable

The Shark FlexStyle is the dupe of dupes. It’s almost identical in function to the Airwrap(opens in a new tab) 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.

Best SKIMS dupe
Credit: Popilush / Mashable composite

TikToker Thamarr(opens in a new tab) (aka Musings of a Curvy Lady(opens in a new tab)) sold me on this soft and shockingly comfortable dress from Popilush, a SKIMS dupe that retails for $79.99. Its price and ribbed knit modal/Spandex fabric composition are nearly identical to those of the frequently sold-out Soft Lounge Long Slip Dress(opens in a new tab) ($78), but 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(opens in a new tab).) 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: Ms. Kardashian's garments come in sizes 00 to 24-28 (depending on the style), while the Popilush dress is limited to sizes 0 to 22. —HH

Best Philips Hue smart bulb dupe
Credit: RJ Andersen / Mashable

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(opens in a new tab). 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.

Best Dyson Pure Hot + Cool dupe
Credit: Lasko

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(opens in a new tab), 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

Best TheraFace PRO dupe
Credit: RJ Andersen / Mashable

The SolaWave is definitely not a one-for-one dupe of the TheraFace PRO(opens in a new tab), 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.

Best Hitachi Magic Wand dupe

The Hitachi Magic Wand(opens in a new tab) 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 Luna Massage Wand has a smaller footprint while still being a decent-sized wand vibrator — the wand head is also smaller, so it’s best for solo use. The Luna wand has eight intensity levels and 20 different vibration patterns, which is an abundant amount IMO. Mashable Sex and Relationships Reporter Anna Iovine said the highest setting could probably take you into another dimension in seconds. Need we say more? —MK

Read our full reviews of the Luna Personal Massager and Hitachi Magic Wand.

Best Birkenstock Boston Clog dupe
Credit: White Mountain Shoes

All I remember about the Birkenstock Boston clogs(opens in a new tab) 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

Best Le Creuset Heart Cocotte dupe
Credit: Beautiful by Drew Barrymore

My kingdom(opens in a new tab) for a Le Creuset Heart Cocotte(opens in a new tab). 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(opens in a new tab) 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(opens in a new tab), you'd pay an extra $22 (plus shipping). —HH

Best Theragun dupe
Credit: SaVanna Shoemaker / Mashable

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(opens in a new tab)’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.

More in TikTok

Mashable Image
Miller Kern
Assistant Reviews Editor

Miller Kern is the Assistant Reviews Editor at Mashable, where she's been covering products and shopping since 2019. If there's a hot new product or a trend going viral on TikTok, Miller's ready to put it through the wringer to see if it's worth the hype.

Mashable Image
Haley Henschel

Haley is a Mashable shopping reporter based in Chicago. Before joining the team, she covered politics for The Milwaukee Journal Sentinel, wrote about exotic pet ownership for the Wisconsin Center for Investigative Journalism, and blogged for several Jersey Shore stars. In her free time, she enjoys playing video games and hanging out with her parrot (Melon) and dog (Pierogi). You can follow her on Twitter at @haleyhenschel(opens in a new tab) or reach her via email at [email protected](opens in a new tab).


More from Gifts for Moms, Dads, and Grads
20+ Mother's Day gifts under $50 that moms actually want

Pizza ovens are a hot gift idea this year — these are the ones we tested and loved
By Jae Thomas with additional reporting from Mashable writers

The digital picture frame is the unsung hero of gift giving moments


The best college graduation gifts for life in the real world
By Miller Kern and Cailey Rizzo

Recommended For You
Montana legislature passes TikTok ban

Misfits Market: An eco-friendly grocery delivery service that's good, but could be great


The best PlayStation 5 controllers to pair with your new-gen console


More in Life
Dial in your spring vacay with these awesome travel essentials

The 5 best Bluetooth trackers for travel and lost luggage

Best gifts under $50: 30+ ideas for absolutely everyone
By Mashable Shopping

The best carry-on luggage for every traveler

I made my own sheet masks with the BioFace machine

Trending on Mashable

'Wordle' today: Here's the answer, hints for April 21

Dril and other Twitter power users begin campaign to 'Block the Blue' paid checkmarks

How to remove Snapchat's My AI from your Chat feed

The biggest stories of the day delivered to your inbox.
By signing up to the Mashable newsletter you agree to receive electronic communications from Mashable that may sometimes include advertisements or sponsored content.
Thanks for signing up. See you at your inbox!