Beauty Dupes - Why Brands Need To Think Beyond The Box

It is interesting to see how the dupe debate continues to evolve in the beauty sector.

In this recent US lawsuit, Glow Recipe’s expanded claim against MCoBeauty (now also naming Target) signals a more sophisticated approach to brand protection and enforcement.

Rather than focusing purely on product name and packaging similarities, the case targets the full commercial ecosystem behind dupes, spanning keyword advertising, social media, product listings, and retailer-driven discovery - all of which guide how consumers discover and compare products.

What stands out is the focus on how consumers engage with and find these products, and the shift in how brands are approaching dupe-related disputes. The argument moves beyond point-of-sale confusion and the overall look and feel of the products in question, to how consumers found the product in the first place.