🔗 Share this article

Rachael Parnell

After discovering a consumer learned a discounter was launching a recent product collection that appeared similar to items from high-end label Augustinus Bader, she was "extremely excited".

Rachael rushed to her nearest shop to buy the supermarket face cream for a low price for 50ml - a fraction of the £240 price tag of the luxury brand 50ml product.

The sleek blue packaging and gold top of the two creams look strikingly similar. While she has not tested the premium cream, she states she's satisfied by the product so far.

Rachael has been buying beauty alternatives from popular shops and grocery stores for some time, and she's not alone.

More than a fourth of UK shoppers report they've bought a beauty or cosmetic dupe. This increases to nearly half among 18-34 year olds, as per a February survey.

Lookalikes are beauty items that copy bigger name labels and provide affordable options to premium products. These products frequently have similar branding and containers, but occasionally the ingredients can vary substantially.

Victoria Woollaston

'Expensive Isn't Always Superior'

Beauty specialists contend many alternatives to premium brands are good standard and help make skincare more affordable.

"In my opinion higher-priced is invariably better," states consultant dermatologist one expert. "Not all affordable product line is bad - and not all luxury beauty item is the best."

"Some [dupes] are truly impressive," says Scott McGlynn, who hosts a show featuring famous people.

Many of the products inspired by luxury labels "run out so quickly, it's just unbelievable," he says.

Scott McGlynn

Medical expert Ross Perry argues alternatives are acceptable to use for "simple routines" like moisturisers and cleansers.

"Alternatives will be effective," he comments. "These items will perform the basics to a acceptable degree."

Ketaki Bhate, suggests you can spend less when seeking single-ingredient products like hyaluronic acid, niacinamide and a moisturizing ingredient.

"When you're buying a single-ingredient product then you're likely going to be okay in opting for a lookalike or a product which is very inexpensive because there's not much that can be problematic," she adds.

'Don't Be Sold by the Container'

Yet the professionals also recommend consumers do their research and note that costlier items are at times worth the premium price.

Regarding premium skincare, you're not just funding the brand and marketing - often the elevated price also stems from the ingredients and their grade, the strength of the key component, the research used to develop the product, and trials into the item's performance, Dr Belmo notes.

Facialist Rhian Truman argues it's valuable thinking about how some alternatives can be sold so cheaply.

In some cases, she states they could have filler ingredients that don't have as significant positive effects for the skin, or the components might not be as well sourced.

"One big question mark is 'Why is it so inexpensive?'" she asks.

Podcast host Scott admits sometimes he's bought skincare items that appear similar to a big-name label but the actual formula has "little similarity to the original".

"Do not be convinced by the container," he cautioned.

SimpleImages/Getty Images

For potent products or those with components that can irritate the skin if they're not created accurately, such as retinols or vitamin C, Dr Bhate suggests using medical-grade labels.

She says these probably have been subjected to costly trials to determine how successful they are.

Skincare items must be tested before they can be sold in the UK, notes skin doctor Emma Wedgeworth.

If the company advertises about the performance of the product, it must have data to support it, "however the seller does not necessarily have to perform the trials" and can instead reference testing conducted by different firms, she adds.

Check the Back of the Bottle

Are there any components that could signal a product is poor?

Ingredients on the label of the tube are listed by amount. "The baddies that you need to avoid… is your petroleum-derived oil, your SLS, parfum, benzoyl peroxide" being {high up