Dupe fragrances have moved from a niche DTC trend to a major retail and cultural force, driven by price-conscious shoppers, viral discovery channels, and growing acceptance from mainstream retailers. Here's what you need to know:
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Dupe fragrance has rapidly gone mainstream as brands like Dossier, Oakcha, Alt. Fragrances and MCo Beauty moved from DTC and social-driven discovery into major retail. Dossier entered Walmart in 2022, expanded to Target and CVS in 2025, opened a Nolita store in New York, and launched its first celebrity fragrance with MGK.
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Price is a major driver of the category’s growth. Dossier sells versions of prestige scents like Le Labo Santal 33 and Maison Francis Kurkdjian Baccarat Rouge 540 for under $50, while many original fragrances sold nearby retail for $200 or more. Dossier CEO Sergio Tache said rising luxury prices helped fuel adoption.
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Dossier generated about $60 million in U.S. annual sales in 2025 and achieved 120% year-over-year growth as of February 2026. MCo Beauty said its April 4, 2025 National Dupe Day drove a 10,000% spike in website sales.
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Charm.io data reports that Oakcha’s TikTok Shop sales grew more than 125% year over year to $6.2 million in the first half of 2025.
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Dupe brands are now trying to continue to build legitimacy beyond imitation. Dossier, Alt., and Oakcha have all introduced original fragrance collections.
The DTC & TikTok Shop Data on Dupe Fragrances
Dupe fragrances are gaining traction as shoppers look for affordable ways to replicate luxury fragrance experiences. Get Charm's DTC & TikTok Shop data on dupe fragrance brands below.
ALT. Fragrances
ALT. Fragrances is a fragrance brand focused on making luxury scent profiles more accessible through U.S.-made, direct-to-consumer perfumes.
DTC Stats
Charm Growth Score: 87.96
Charm Success Score: 99.78
Fastest-Growing Channel: Facebook
TikTok Shop Stats
The data below represents U.S. TikTok Shop sales data for ALT. Fragrances from April 2025 through March 2026.
Total Revenue: $5.1M Total
Item Sold: 152.0K
Total Video Views: 129.4M
Top Product: Crystal ($1.9M)
Top Product: Crystal ($1.9M)
Oakcha
Oakcha is a fragrance brand focused on affordable, luxury-inspired scents. It emphasizes high-concentration perfumes and French-sourced fragrance oils.
DTC Stats
Charm Growth Score: 87.34
Charm Success Score: 99.55
Fastest-Growing Channel: Facebook
TikTok Shop Stats
The data below represents U.S. TikTok Shop sales data for Oakcha from April 2025 through March 2026.
Total Revenue: $14.5M Total
Item Sold: 393.1K
Total Video Views: 295.5M
Top Product: That Girl | Viral Vanilla – Sweet Gourmand Extrait de Parfum ($1.3M)
Dossier
Dossier is a fragrance brand centered on fair-priced French perfumery, with a mix of designer-inspired scents and in-house originals.
DTC Stats
Charm Growth Score: 85.51
Charm Success Score: 99.85
Fastest-Growing Channel: Facebook
TikTok Shop Stats
The data below represents U.S. TikTok Shop sales data for Dossier from April 2025 through March 2026.
Total Revenue: $12.0M
Total Revenue: $12.0M
Total Item Sold: 351.7K
Total Video Views: 321.8M
Top Product: Ambery Saffron, Dossier, Eau de Parfum ($2.8M)
MCo Beauty
MCo Beauty is an Australian beauty brand known for affordable, cruelty-free makeup, skincare, and personal care products. It focuses on trend-driven essentials at accessible price points.
DTC Stats
Charm Growth Score: 77.58
Charm Success Score: 81.78
Fastest-Growing Channel: Instagram
TikTok Shop Stats
The data below represents U.S. TikTok Shop sales data for MCoBeauty from April 2025 through March 2026.
Total Revenue: $337.1K
Total Revenue: $337.1K
Total Item Sold: 24.2K
Total Video Views: 18.0M
Top Fragrance Product: MCoBeauty In Your Signature Scent Era Fragrance Mist Bundle ($10.5K)
Top Fragrance Product: MCoBeauty In Your Signature Scent Era Fragrance Mist Bundle ($10.5K)
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