Advertisement

The budget beauty ‘dupes’ that really work

With a cost of living crisis and energy bills set to soar in the coming months, the rising interest in dupes isn’t a surprise
With a cost of living crisis and energy bills set to soar in the coming months, the rising interest in dupes isn’t a surprise

I’ll admit it, I cheated on Marks and Spencer’s Colin the Caterpillar with Aldi’s Cuthbert. Now the budget supermarket chain has done the same thing with cult hair care range Olaplex, famous as an effective treatment for damaged hair, a patented hero ingredient (bis-aminopropyl diglycol dimaleate) and its steep £28-per-product price tag.

In its new bonded hair care range, Lacura, Aldi has created a ‘dupe’ – the catch-all term for a less expensive lookalike product that borrows from the performance and packaging of a higher end must-have, without copying any trademarked qualities. With the Lacura shampoo and conditioner each costing £3.49, they are affordable enough to give it a go. The “Fauxlaplex” may lack that patented ingredient, instead relying on vitamin E, hyaluronic acid and hydrogenated castor oil, but it’s still proved to be a hit and has sold out online regardless. “The new premium bonded hair care range has been hugely popular with our shoppers,” the supermarket chain reports.

Aldi’s not the first to do this; beauty dupes are a big business. There are imitations of Yves Saint Laurent’s Touche Éclat concealer pen, Nars’ famous “Orgasm” blush, Charlotte Tilbury’s Flawless Filter and Liz Earle’s hot cloth cleanser. Google recently published a list of the most searched-for beauty dupes and Olaplex was among the most popular, with 5,400 searches per month. There’s also high demand for Clinique’s Black Honey lipstick and Dyson’s £450 Airwrap hair tool, although I’m yet to come across a worthy competitor for the latter.

The rise in interest isn’t a surprise. With a cost of living crisis and energy bills set to soar in the coming months, anything that allows us to save money looks appealing. The availability of dupes is another bonus. Hyped beauty products can sell out rapidly, leaving thousands waiting for the next shipment. When reality star Kylie Jenner launched her Kylie Cosmetics lip kits back in 2016, stock ran out in less than 10 minutes. For shoppers who have buying power but no patience, dupes help swerve the annoying waiting list.

Of course, it does feel a little unethical not to champion brands that come up with innovative products that stand out in the vast beauty marketplace – but a dupe doesn’t necessarily limit the success of the original. “If you have a strong, established brand, you are likely to be able to rely more easily on your reputation when it comes to protecting your intellectual property,” says Mireille Turner, a London based corporate lawyer and executive director at the British Beauty Council. “Unfortunately this general position arguably works against emerging businesses who perhaps have less well known brands.”

So do dupes work? With the Colin and Cuthbert caterpillar cakes, there’s not much between them, but when it comes to beauty, the chemistry of ingredients is more complicated and it’s much more hit and miss.

When shopping for a dupe, resist the temptation to be lured by expensive-looking packaging and instead read the small print and compare it with the original product. With skincare, look for ingredients like hyaluronic acid or natural plant extracts. With makeup, test the product on your hand to test the consistency, blendability and depth of pigment.

Here, we tested some of the most high-profile dupes, including Aldi’s “Faulaplex”, to find out which, if any, can live up to the performance of the originals.

Beauty dupes tried and tested

Olaplex v Lacura
Olaplex v Lacura

The cult buy: Olaplex No.4 shampoo, £28; Olaplex No.5 conditioner, £28, both Cult Beauty

Olaplex’s shampoo and conditioner have been so scientifically scrutinised and formulated, that it's been dubbed a game-changer for coloured hair. Not only does the shampoo clean, but it also acts as a treatment, rebuilding damaged strands’ molecular structure.

The dupe: Lacura Bonded shampoo and conditioner, £3.69 for both, Aldi

Does it work? I have my long hair coloured three times a year so it can get dry and bedraggled. The dupe had the same thick gloopy texture as Olaplex and did a similar deep clean that makes you feel like you’re getting rid of all the excess product in your hair. You only need a tiny amount and it lathered up like crazy. However it was the conditioner that slightly let it down – my hair didn’t feel as soft and wasn’t as easy to brush afterwards. It’s still way better than my normal £6 a bottle supermarket brand, and although it’s not up there with Olaplex I’m still going to be bulk buying it from Aldi as soon the restock hits stores.

Beauty rating: 6/10

Charlotte Moore, acting fashion director

Estee Lauder v W7
Estee Lauder v W7

The cult buy: Estee Lauder Double Wear foundation, £28, Boots

This Estee Lauder foundation has long been a reliable buy for day-long wear. Loyal users love that it delivers maximum coverage with a breathable formulation.

The dupe: W7 Legend foundation, £4.95, Amazon

Does it work: The shade wasn’t quite right for my complexion but there are plenty on offer to choose from, so I will be seeking out my correct colour – it was a little on the pink side, whereas the Estee Lauder version is better for those with a more neutral or yellow tone to their skin, but both offer the velvety, powdery texture the original is known for. The dupe offers the same longevity too. If you’re yet to try the more expensive foundation, W7’s alternative is a good place to dabble and find out if it’s the right formulation for you.

Beauty rating: 10/10

Carla Bates, make-up artist 

Liz Earle v Superdrug
Liz Earle v Superdrug

The cult buy: Liz Earle Cleanse & Polish, £18, Liz Earle

Liz Earle’s cleanser has been a bestseller since its launch 27 years ago, and is still a favourite for its herbal scent and effective makeup removal.

The dupe: Superdrug Naturally Radiant hot cloth face cleanser, £7.99, Superdrug

Does it work? Superdrug’s take on the product is impressive. Like the original, it comes with a muslin cloth and mirrors Liz Earle’s ingredients, too. With a tube that is 50ml larger than the original, loyal Liz Earle fans may want to think twice.

Beauty rating: 10/10

Emilie Hill, beauty assistant 

Urban Decay v Lacura
Urban Decay v Lacura

The cult buy: Urban Decay Naked Honey eye shadow palette, £46, Look Fantastic

Urban Decay eyeshadow palettes are recognised for their long-wearing, punchy pigment, flattering shade range and handbag friendly packaging.

The dupe: Lacura Naturals Nectar eyeshadow palette, £5.99, Aldi

Does it work? It’s incredible how similar these palettes are in terms of quality and appearance – I was shocked. The pigment of Aldi’s version impressed me. The shade range isn’t exactly the same, but this is a palette I’d happily use myself. I also noticed with Aldi’s palette that there was little droppage (when the pigment spills onto the lashes or cheeks), something I seek out in eye makeup as it’s an indicator of longevity. Aldi’s palette comes with a decent shadow brush too – impressive for under £6.

Beauty rating: 8/10

Carla Bates, make-up artist 

L'Oreal v Lacura
L'Oreal v Lacura

The cult buy: L’Oreal Paris Revitalift Pro Retinol day cream SPF30, £12.99, Superdrug

There’s a reason why L’Oreal has been a presence on beauty shelves for over a century – it delivers hardworking skincare, haircare and makeup with celebrity and expert endorsement, all at high street prices.

The dupe: Lacura Rejuvelate day cream £3.49 Aldi

Does it work? I’m a fan of L’Oreal’s day cream as it sits well under make-up and suits my sensitive skin. Aldi’s version mirrors the texture of L’Oreal’s at a third of the price. I didn’t suffer from any irritation after use, which can happen when I’m testing a new product. Who knows if its “anti-wrinkle” declaration is true, but if I’m able to achieve a luminous and hydrated glow with a lookalike product for under £5 this may just be my next repeat purchase.

Beauty rating: 8/10

Emilie Hill, beauty assistant 


Have you got any beauty dupe recommendations? Share yours in the comments section below