"I know I'm not the only person who's thinking like, 'OK, this word is kind of overused now.'" Why are dupes so popular right now?įinding dupes (short for "duplicates"), or products that replicate the experience of more expensive or inaccessible items, is panning out to be the biggest shopping trend of 2023 so far - largely thanks to TikTok, where videos about worthy copycats rack up millions of views. While Sierra didn't go into her video with the intention of going viral, "it makes sense to me that it resonated with people," she said. Apparently a few other people did, too: It's since garnered well over half a million views and 76,000 likes. (We've omitted her last name to protect her privacy.) She thought some friends who followed her would find it funny. "'Be so fucking for real right now' was the first thought that came to my mind, and I just said it," Sierra told Mashable, explaining her brief and blunt reaction video (Opens in a new tab). Sierra, who works in marketing but uses TikTok for fun, had noticed more and more videos about dupes on the app lately, but found the seven-second clip "outrageous": Why are we romanticizing generic versions of everyday household items that have been around forever? So she decided to stitch it. "It is the best dupe for Charmin toilet paper," the narrator declares in a voiceover. Sierra was scrolling through her For You page in January when she came across a seven-second clip of a woman unpacking the spoils of a recent Target order: two large boxes of store-brand toilet paper (Opens in a new tab).
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