The fragrance and cosmetics industry has long operated on a simple premise: luxury comes at a premium price. Designer perfumes command hundreds, sometimes thousands of dollars per bottle, while quality Australian-made beauty products remain scarce in the affordable luxury segment. Chloe Hardy, founder of Dupes & Co, is challenging that paradigm with a business model that’s reshaping how consumers think about beauty accessibility.
THE MARKET GAP THAT SPARKED INNOVATION
Hardy identified a critical disconnect in the beauty market during Australia’s ongoing cost-of-living crisis. While consumer demand for premium fragrances remained strong, purchasing power was declining. Traditional “dupe” products flooded online marketplaces, but most were mass-produced overseas with questionable formulations and inconsistent quality standards.
“When researching the market, we noticed that many dupes were mass-produced, poorly formulated, and in some cases even unsafe for the skin,” Hardy explains. The opportunity wasn’t simply to create cheaper alternatives, it was to establish a new category entirely: premium-quality, locally-manufactured beauty products at democratized price points.
This insight led to the founding of Dupes & Co in late 2024, with an initial collection of 12 designer-inspired perfumes. Unlike competitors offering 50ml bottles at similar price points, Hardy’s products launched in 100ml bottles, immediately delivering superior value without compromising on formulation quality.
MANUFACTURING STRATEGY AS COMPETITIVE ADVANTAGE
In an industry increasingly dominated by overseas production and dropshipping models, Hardy’s commitment to Australian manufacturing represents both an ethical stance and a strategic differentiator. All Dupes & Co products are manufactured on the Gold Coast, allowing for rigorous quality control and adherence to Australian safety standards.
This localized production model also enables faster iteration and product development. When expanding into the US market, Hardy maintained Gold Coast manufacturing rather than establishing overseas facilities, a decision that increases logistics complexity but preserves brand integrity.
“Every single item will continue to be manufactured right here on the Gold Coast, in the very same factory where our products are currently made,” Hardy states. This consistency becomes particularly valuable as the brand scales internationally, ensuring customers in different markets receive identical product quality.
THE SCIENCE OF ACCESSIBLE LUXURY
Dupes & Co’s formulation approach challenges the assumption that affordable beauty products must compromise on ingredients. Each fragrance and cosmetic product incorporates skin-beneficial ingredients including Aloe Vera, Macadamia Oil, and Vitamin B5. The products are certified cruelty-free and vegan, addressing growing consumer demand for ethical beauty options.
The brand’s best-selling product, a Baccarat Rouge 540 interpretation, exemplifies this strategy. The original designer fragrance retails for approximately $900 AUD, placing it firmly in the luxury category. Dupes & Co’s version captures the scent profile at a fraction of the cost while incorporating nourishing ingredients absent in many alcohol-based perfumes.
This formulation philosophy extends beyond fragrance into the brand’s expanding body care, hair mist, and lotion lines. Rather than simply replicating scents, Hardy’s team develops complementary products that create complete fragrance wardrobes at accessible price points.
DISTRIBUTION INNOVATION THROUGH SOCIAL COMMERCE
Hardy’s distribution strategy reflects a sophisticated understanding of modern consumer behavior and digital commerce trends. While maintaining a direct-to-consumer website, Dupes & Co has aggressively pursued TikTok Shop integration, particularly in the US market where the platform’s affiliate program is fully operational.
This approach transforms customers and content creators into brand ambassadors with financial incentive. “Request a sample, create genuine content and earn when your community buys,” Hardy explains. The model aligns brand growth with creator income, building authentic advocacy rather than purchasing traditional advertising.
The strategy has proven particularly effective with the brand’s unexpected core demographic. Hardy initially anticipated strong Gen Z adoption but discovered that seasoned fragrance enthusiasts, those who have spent years purchasing designer products, represent significant customer volume. These experienced buyers bring credibility to user-generated content and provide valuable product feedback.
MEDIA VALIDATION AND MARKET PROOF
When Channel 7 News, Australia’s largest television network, featured Dupes & Co in a segment, the response validated Hardy’s market thesis. “We went into it without many expectations, but the moment it aired we experienced our biggest sales day to date,” she recalls. The feature provided social proof that differentiated Dupes & Co from countless online beauty startups.
This media attention has continued with features in USA Today, LA Weekly, Hollywood Unlocked, and Flaunt, building brand credibility in the competitive US market. The coverage positions Hardy not merely as a product seller but as an industry commentator on the evolution of beauty accessibility.
THE GENERATIONAL SHIFT IN LUXURY CONSUMPTION
Hardy’s success reflects broader changes in how younger consumers approach luxury purchases. “Gen Z are no longer willing to spend thousands on overpriced items,” she observes. “They’re actively seeking smarter, more affordable alternatives.”
This generational shift extends beyond mere price sensitivity. Today’s beauty consumers demonstrate reduced brand loyalty to legacy houses and increased willingness to experiment with emerging brands that deliver quality and transparency. The stigma previously associated with purchasing “dupes” has largely evaporated, replaced by pragmatic value-seeking behavior.
Hardy’s personal brand, amplified through her Miss Universe Australia Top 10 placement, provides authenticity that resonates with this demographic. Her visibility demonstrates confidence in the products she creates while modeling the accessible luxury lifestyle the brand promotes.
STRATEGIC VISION FOR CATEGORY LEADERSHIP
Looking forward, Hardy’s expansion plans target both product diversification and geographic reach. An upcoming makeup launch leverages her background as a makeup artist, bringing category expertise to product development. The focus remains on premium formulations at accessible price points, extending the brand philosophy beyond fragrance.
International expansion continues with emphasis on the US market, where TikTok Shop’s affiliate infrastructure enables rapid scaling. Hardy’s approach prioritizes sustainable growth through community building rather than aggressive paid acquisition, a strategy that builds long-term brand equity.
The beauty industry’s future increasingly favors brands that deliver transparency, ethical production, and genuine value. Chloe Hardy’s Dupes & Co exemplifies this evolution, proving that luxury experiences can be democratized without sacrificing quality, ethics, or aspiration. As traditional beauty houses maintain premium pricing strategies, the accessible luxury segment Hardy is defining may represent not just an alternative, but the new standard for a generation of conscious, value-driven consumers.
