A dupe (short for “duplicate”) is an affordable product that closely resembles the look of an expensive designer or brand product – such as a bag, a perfume or a lipstick. Dupes are hugely popular on TikTok and Instagram; videos like “Designer dupe for $20” often reach millions of views.

The difference from a counterfeit is important: a dupe copies the style, but not the logo, brand name or protected designs. A counterfeit (fake), on the other hand, pretends to be the original and is illegal.

For you as an influencer, this is a sensitive topic. Directly comparing a dupe with a brand can touch on trademark or competition law. In addition, many luxury and high-fashion brands pay close attention to whether a model or creator promotes dupes – which can cost you future collaborations. And if you’re paid to promote the dupe, it’s advertising and must be labeled.

See also: Creator, Advertisement.