“Dupe” has become a common word in beauty and fashion content: a cheaper product that looks or works like a better-known one. Videos comparing the two can draw large audiences, and they raise questions for brands, creators and shoppers. This article explains the term, how it differs from counterfeiting, and what official UK and EU sources say about the rights involved. It is general information, not legal advice, and whether a particular product is lawful depends on facts, law and the country involved.
What is a dupe?
There is no legal definition of a dupe. In everyday use it describes a product that offers a similar look, colour, format or effect at a lower price. The range is wide: an own-brand cosmetic that matches the shade of a prestige one, a fashion item inspired by a runway trend, or a product that closely copies a famous design.
Because the word is informal, it can describe things that are perfectly ordinary, such as a retailer offering its own version of a popular style, and things that cross legal lines, such as a product that imitates another brand’s name or distinctive design. The label alone settles nothing.
How is a dupe different from a counterfeit?
A counterfeit is a product made to pass as the genuine one, usually using the brand’s name or logo without permission. The UK government’s IP Basics guidance (updated 4 January 2022) describes counterfeiting and piracy as wholesale infringements of trade marks, registered designs and copyright that are typically criminal. The UK government’s page on IP crime and enforcement, dated 1 October 2026, says serious cases such as counterfeiting or piracy can lead to criminal action, with fines or imprisonment, while civil action seeks a remedy such as compensation.
A dupe that is openly sold under its own name, with its own packaging, is not trying to pass as the original. That does not automatically make it lawful, but it is a different situation from a fake. Creators should keep the two apart: the European Commission’s Influencer Legal Hub says creators should not mislead their audience by promoting counterfeit or pirated goods.
| Term | Everyday meaning | Official-source framing |
|---|---|---|
| Dupe | A cheaper product with a similar look or effect | Not a legal term |
| Imitation or lookalike | A product designed to resemble another | May or may not infringe rights, depending on what is copied |
| Counterfeit | A fake that passes as the original brand | Wholesale infringement, typically criminal in the UK |
Which rights might be involved?
The UK government’s IP Basics page sets out the main types of intellectual property. The ones that matter most here are listed below.
- Trade marks protect signs that distinguish one trader’s goods or services from another’s, such as words, logos and even sounds. The page says trade marks are registered for a fee by the Intellectual Property Office in the UK and other bodies worldwide, and that a business that does not register its mark “may still be able to take some action if someone uses the mark without permission”.
- Registered designs protect the visual appearance of a product, provided it is new and has individual character. Registration is optional, and unregistered design rights exist automatically but with more limited protection.
- Copyright protects creative works such as art, writing and software. It protects the expression of an idea, not the idea itself, and needs no registration.
The EU Influencer Legal Hub covers the same ground for the EU, and says trade marks and designs are the intellectual property rights most relevant to influencers, alongside copyright.
When can a lookalike cause legal problems?
The UK government page on IP crime and enforcement says a trade mark is infringed when someone uses an identical or similar mark for identical or similar goods or services, creating a likelihood of confusion for the public. It also says use of a similar mark can infringe where it damages or takes unfair advantage of the reputation of a registered mark, even for different goods.
For registered designs, the page says infringement occurs when someone makes, offers, markets, imports or exports a design, or stocks products with it, for commercial gain without permission.
The common thread is confusion and copying of protected features. A product that is merely similar in function or price is not the same as one that copies a registered design or trades on another brand’s mark. Where the line sits in a specific case is a matter for courts and lawyers.
Is a similar style the same as a copied design?
Not necessarily. The UK government’s IP Basics page says copyright protects the expression of an idea, not the idea behind a work, and that registered designs protect a product’s appearance only where it is new and has individual character. A general style, colour or trend is therefore different from a specific protected design or a registered mark. This is why two products can be similar in spirit and still sit on different sides of a legal line, and why individual cases are decided on their facts.
What should creators watch when they feature dupes?
Creators who make comparison content can reduce risk and keep trust by following a few habits:
- Do not imply a link that does not exist. Say plainly that a product is an alternative, not made by or endorsed by the original brand.
- Do not promote counterfeits. If a product carries another brand’s logo without permission, avoid it.
- Check marketing claims. Make only claims about results that can be supported, and avoid suggesting a product is identical when it is not.
- Label commercial content. If a dupe is gifted, paid for or linked with an affiliate code, say so. UK guidance says affiliate content counts as advertising, and UK and US regulators expect free products to be disclosed. See our explainer on influencer disclosure rules and the guide to gifting, affiliate and paid deals.
- Be careful with images. Using a brand’s own product photos or logos can raise copyright and trade mark issues, so original images are safer; see creator contracts for how usage rights work.
What should brands consider?
For established brands, dupes can be a threat and a signal. Registering trade marks and designs in the places that matter is the usual first step. The UK guidance explains that trade marks are registered for a fee and must be renewed every ten years, and that registering a design protects its appearance if it is new and has individual character. Beyond that, brands should distinguish between lookalikes they can tolerate, those that cross legal lines and counterfeits that should be reported. The IP crime page says Trading Standards are primarily responsible for enforcing intellectual property in the UK, although rights holders can also bring private civil action.
Brands that engage creators should also set clear expectations in briefs and contracts about how comparisons may be made.
What should shoppers keep in mind?
Shoppers should treat a dupe like any other product. Check who sells it and whether the company is identifiable. Be cautious about products using another brand’s name or logo. Remember that a creator’s recommendation may involve a gift or a commission, so look for a clear label. Where a product is applied to the skin or worn, read the listed ingredients and instructions as normal.
The takeaway: “dupe” is a label, not a legal category
The word describes a market habit, not a legal status. Official UK and EU sources distinguish counterfeits, which are fakes passing as originals, from lawful alternatives and from lookalikes that may infringe trade marks or designs. For creators, the safest approach is to be plain about what a product is, never promote fakes and label every commercial relationship.
This article is general information, not legal advice. Intellectual property law differs by country and changes over time; take qualified advice for specific products or campaigns.
Sources: GOV.UK Intellectual Property Office (IP Basics, updated 4 January 2022); GOV.UK (IP crime and enforcement for businesses, 1 October 2026); European Commission (Influencer Legal Hub, October 2023, intellectual property materials updated 13 September 2024); Advertising Standards Authority (influencer advertising guidance, 6 August 2026); UK Competition and Markets Authority (social media endorsements guidance, updated 3 September 2025)
