The Culture Effect

What beauty’s latest ‘dupe lawsuits’ tell us about its changing relationship with inspiration and IP

By Lexy Lebsack

Jul 17, 2025

Beauty dupes have never been more popular. The same goes for the lawsuits that try to remove them from store shelves. Glossy spoke to trademark attorneys to unpack recent cases between Benefit and E.l.f. Beauty, Sol de Janeiro and MCoBeauty, Supergoop! versus Five Below, and more, to understand the industry impact.