Dupe Hunters
Smart shoppers who find high-quality alternatives to expensive products
Demographics
age range
18-26
gender skew
balanced
income band
middle
location bias
urban, suburban
Psychographics
Core Values
valuesmart shoppingcommunity
Motivations
getting quality for less, sharing finds
Media Habits
Primary Platforms
TikTokInstagramReddit
Brand Affinities
Loved Brands
- The Ordinary
- e.l.f.
- Shein
Rejected Brands
- overpriced basics
- luxury gatekeeping
Marketing Implications
Do
- ✓Emphasize value
- ✓Create comparison content
- ✓Build dupe communities
Don't
- ✗Shame budget shopping
- ✗Ignore quality
- ✗Overprice
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