Charlotte Tilbury has expressed her feelings on beauty dupes once again in a new BBC News interview, stating that: “When you dupe, you dupe the consumer”.
Tilbury, founder of her eponymous make-up brand, is no stranger to speaking out on beauty dupe culture, having sued UK supermarket Aldi in 2019 for imitating her Filmstar Bronze & Glow palette.
She even hit back at copycats in 2025 with the ‘Legendary. For a Reason’ campaign, which celebrated the brand’s “bestselling products” and “undupable viral sensations”.
Products by Charlotte Tilbury were among the UK’s most wanted beauty brand dupes in 2025, found a report.
When asked her opinion on cheaper versions of high-end products hitting the beauty market, Tilbury told BBC News: “When you dupe, you dupe the consumer.
“That is not the quality and formula that you are going to get this amazing performance that empowers people to look and feel that way.
“So, if you can do it [talking about companies that produce dupes], try baby, try. Darling, it is on.
“It is on, it is on. The game is on, but I have not seen it yet.”
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The BBC News reporter also asked Tilbury that ‘in a time when people do not have that much money, and they think they can get a Charlotte Tilbury-esque look for a fraction of the price, why would they not buy that product?’
Tilbury responded: “Because you just said it, an esque-look.
“It is not Charlotte Tilbury, and it is not the product, and it is not performing the way my products do.
“I have looked at those dupes, and they do not.
“So, by the way, if I could do them for those prices, I would.”
With budgets under pressure, beauty dupes have become socially desirable purchases for some.
More than a quarter (29%) of European consumers have bought beauty dupes, according to new research from Circana, while for those aged between 18 and 34-years-old, that figure rises to more than half (52%).
The dupe beauty products market was valued at US$4.1bn in 2025, according to data from analyst Future Market Insights, with sales expected to reach $14.8bn by 2036.
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- Charlotte Tilbury hits back at dupe culture with ‘Legendary. For a Reason’ campaign
- How beauty dupes became a new form of social status
- Charlotte Tilbury backs new foundation which challenges ‘the exploitation’ of emerging artistic talent
- The real impact of beauty’s dupe culture
- Charlotte Tilbury Beauty to enter Boots stores across the UK
- Charlotte Tilbury and Sali Hughes recognised for services to beauty in King’s Birthday Honours 2026
- Charlotte Tilbury and Maybelline are the beauty brands winning at AI optimisation
