BeautyFlow Data · Updated Monthly
The Most-Duped Beauty Brands
May 2026 Dupe Demand Index
Key finding: NARS was the most-duped beauty brand in May 2026, generating roughly 35,000 monthly Google search impressions for dupe-related queries — 91% of all demand measured across the index. Charlotte Tilbury, MAC, Olaplex and Tatcha complete the top five.
By the BeautyFlow Research Team · Updated June 2026 · Based on 38,000+ search impressions and on-site dupe-finder demand, May 1–31, 2026
| # | Brand | Demand signal (May 2026) | Most-hunted products |
|---|---|---|---|
| 1 | NARS | ~35,000 Google impressions/month for NARS dupe queries — 91% of all measured demand | Orgasm Blush, Radiant Creamy Concealer |
| 2 | Charlotte Tilbury | Largest verified dupe catalog (22 mappings) + rising "charlotte tilbury dupes" queries | Flawless Filter, Pillow Talk |
| 3 | MAC | "MAC Fix+ dupe" ranking near page 1 | Fix+, Ruby Woo |
| 4 | Olaplex | Two distinct Olaplex dupe queries near page 1 — hair category leader | No. 3 Hair Perfector |
| 5 | Tatcha | #1 most-searched brand in the BeautyFlow dupe finder in May | The Essence, Dewy Skin Cream |
| 6 | Hourglass | #2 on-site dupe search | Vanish Concealer, Ambient Lighting |
| 7 | IT Cosmetics | #3 on-site dupe search | CC+ Cream |
| 8 | La Mer | "la mer cream dupe" search demand — highest savings potential measured (up to 98%) | Crème de la Mer |
| 9 | Rhode | Celebrity-brand dupe demand entering the index | Peptide Lip Treatment |
| 10 | Dior | Backstage line searches on-site | Dior Backstage |
Methodology
The BeautyFlow Dupe Demand Index ranks brands by combining two first-party signals measured during the calendar month: (1) Google Search impressions for “[brand] dupe” and “alternatives to [brand]” queries where beautyflow.ai appeared in results (38,000+ impressions in May 2026), and (2) search events inside the BeautyFlow dupe finder. Sample disclosure: this is a single-site panel and directionally consistent with industry data — Morning Consult finds 49% of Gen Z adults intentionally purchase dupes, and TikTok’s #dupe hashtag has passed 6 billion views. Our catalog currently verifies 247+ dupe mappings by ingredient comparison.
Notable gap
Sol de Janeiro leads several national dupe-search rankings but placed outside our May top 10 — dupe demand for body care is growing faster than dupe content covering it. We added Sol de Janeiro comparisons in early June; expect it to enter the June index.
Citing this index? Link to this page — it’s updated monthly. Press inquiries: hello@beautyflow.ai
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