The Danger Of The Dupe
Why Viral Success Can Come at a Cost—And What Brands (and Buyers) Need to Know
TikTok has become the launchpad for cult beauty products, must-have gadgets, and small businesses going viral overnight. But as quickly as something takes off, the copycats follow—and not all of them are harmless.
From fake Hair Syrup oils to knockoff Rhode skincare, TikTok is becoming a hotspot for dupes that aren’t just cheaper—they’re often poor quality, unregulated, and in some cases, dangerous.
Here’s what’s really happening, and how to protect your business and your skin.
1. The Problem With TikTok Dupes
“Dupe culture” on TikTok encourages affordable alternatives to popular products—and in many cases, that’s great. Budget-friendly skincare, fragrance, or fashion can democratise access to trends.
But the line between inspired by and counterfeit is getting blurry. Increasingly, we’re seeing:
Fake packaging mimicking original branding
Unsafe ingredients in unregulated beauty dupes
Shady listings on TikTok Shop with no clear brand behind them
And the scary part? These fakes often go viral because of how close they look to the real thing.
2. Real Brands, Real Risks: Hair Syrup and Rhode
Hair Syrup, a UK-based small business, became a TikTok darling thanks to its colourful, pre-wash oil treatments. But once the brand gained traction, lookalike products with identical colour schemes and packaging started flooding TikTok Shop—some with ingredients that can cause scalp irritation.
Rhode, Hailey Bieber’s skincare line, faced a similar issue. Counterfeit lip treatments and moisturisers began circulating in unbranded packaging—some being sold by third-party sellers for suspiciously low prices.
🔍 In both cases, these copycats confuse consumers and put the original brand’s reputation (and customers’ safety) at risk.
3. How Copycats Hurt Small Businesses
When a product goes viral, a small brand might still be scaling up manufacturing, marketing, and fulfilment. Copycats can:
Undercut pricing with lower-quality ingredients
Dilute brand trust when customers mistake fakes for the original
Take advantage of SEO and social algorithms to ride on your success
In the worst cases, the original brand becomes associated with complaints, bad reviews, or safety concerns—despite having nothing to do with the problem.
4. How to Protect Your Brand on TikTok
If you’re a creator or indie brand growing on TikTok, here’s how to stay one step ahead:
Trademark your name and packaging – It’s the first line of defence
Use clear, consistent branding – So your audience can spot a fake
Educate your customers – Use your content to show how to identify the real product
Report counterfeits quickly – You can submit takedown requests through TikTok Shop and social platforms
Work with trusted creators – They can help reinforce brand authenticity to their followers
For Consumers: How to Avoid Dangerous Dupes
Don’t let a good deal ruin your skin or hair. Before you buy:
Check the seller’s profile—are they verified?
Compare packaging with the brand’s official page
Look for clear ingredient lists and manufacturing info
If the price is too good to be true... it probably is
Final Thoughts
TikTok has revolutionised e-commerce, giving small businesses huge opportunities to grow—but with viral success comes risk. The rise of dangerous dupes isn’t just a brand problem—it’s a consumer safety issue.
Let’s celebrate innovation, not imitation. And if you’re a brand building something great? Protect it early.
Need Help Protecting or Positioning Your Brand on TikTok?
I offer marketing support for small businesses looking to grow without getting swallowed up by copycats. From brand identity and social strategy to content that builds trust and visibility—I’ve got you.