A tale of two dupes: How Beautyblender and Lululemon are fighting back against copycats

Dupe culture is here to stay—but how established brands handle their dupers is up for debate.

Beautyblender CEO Rea Ann Silva has watched the rise of Beautyblender dupes for years, but last year marked a turning point. When she discovered that major retailers were stocking dupes alongside her Beautyblenders, it became clear to her that dupe culture wasn’t going anywhere.