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Rachael Parnell’s excitement peaked when she discovered Aldi’s new skincare line that bears a striking resemblance to products from the luxury brand Augustinus Bader. Eagerly, she visited her local Aldi to purchase the Lacura face cream priced at just £8.49 for 50ml, a stark contrast to the Augustinus Bader equivalent which retails for £240. Despite never having tried the high-end product, Rachael is impressed with the affordable option, remarking on the similarity in packaging with its sleek blue tube and gold lid.
While Aldi has yet to comment on the similarities in product packaging, Rachael is part of a growing trend. Many shoppers in the UK, over a quarter in fact, have purchased what are known as “duplication” skincare or makeup items—products that imitate big-name brands at a fraction of the cost. Younger consumers between 18 and 34 years old engage in this behavior even more frequently, with 44% saying they have bought dupes, according to a Barclays survey conducted in February. Although dupes often carry similar names and packaging, their ingredient lists can differ considerably.
Rachael, 34, from Warwickshire, emphasizes that the main attraction of these budget substitutes is their affordability combined with surprisingly good quality. Reflecting on two cleansing balms she owns—one high-end and one low-cost—she says, “It’s the same to me, I can’t tell the difference.” Experts in dermatology concur that while not every expensive product guarantees superior quality, some affordable dupes perform admirably well. Consultant dermatologist Sharon Belmo explains, “I don’t think more expensive is necessarily better. Not every low-budget skincare brand is bad – and not every luxury skincare product is the best.” Similarly, Scott McGlynn, a podcast host who discusses skincare routines with celebrities, observes that many dupe products inspired by luxury brands sell out very quickly thanks to their popularity.
Doctors specializing in dermatology and aesthetics suggest that dupes can work well for basic skincare essentials such as moisturizers and cleansers. Ross Perry, an aesthetic and dermatology doctor, notes that “Dupes will serve a purpose. They will do the basics to a reasonable level.” Consultant dermatologist Ketaki Bhate points out that single-ingredient products like hyaluronic acid, niacinamide, and squalane are often safe and effective when purchased in lower-cost versions because there is less room for formulation errors. However, when it comes to more complex or potentially irritating ingredients, such as retinol or vitamin C, experts recommend opting for specialized brands that have undergone extensive testing. Dr Bhate notes that these pricier products are more likely to have been through rigorous clinical trials to ensure their safety and effectiveness.
Consumers are cautioned not to be swayed solely by the packaging of skincare products. While luxury items may come with higher price tags due to better-quality ingredients, concentrated active substances, advanced formulation technology, and thorough research backing their claims, some budget dupes might include filler ingredients with fewer skin benefits or use less carefully sourced materials. Facialist Rhian Truman highlights the question many should ask: “How is it so cheap?” Scott McGlynn adds that some products, despite looking similar to expensive brands, may bear little resemblance in actual formulation. “Don’t be sold by the packaging,” he warns.
For shoppers feeling overwhelmed by complicated ingredient lists, experts suggest focusing on the position of active ingredients, which are typically listed near the top, as this often indicates higher concentration. Pharmacist and aesthetic practitioner Riya Asher admits that ingredient lists can seem like a chemistry lesson and advises consumers to identify the key active components like retinol or vitamin C through research. Dr Belmo recommends tailoring one’s choices to personal skincare needs, such as avoiding oils for acne-prone skin or fragrances for those with
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