The rise of fragrance dupes is creating a buzz on TikTok Shop, with a new generation of brands capturing attention and sales. Data from Charm.io highlights a rapid growth trend among these companies, particularly in an era when consumers are seeking more affordable alternatives to luxury scents. Notably, brands like Dossier have established themselves in this competitive landscape, emerging as a hallmark of success in the fragrance dupe category. In the first half of 2025, Dossier ranked fifth in terms of growth among fragrance brands on TikTok Shop, signaling its widespread appeal and effectiveness at engaging customers looking for budget-friendly options.
One of the standout names in this emerging market is Oakcha, a New York-based brand that launched in 2022. Oakcha specializes in creating affordable dupes of coveted fragrances from luxury houses such as Chanel, Tom Ford, Creed, and Le Labo, with 50-ml bottles typically priced under $60. The brand has experienced explosive growth, reporting a staggering 125,533 percent increase in revenue on TikTok Shop, skyrocketing from around $5,050 last year to an impressive $6.2 million in 2025. This phenomenal success illustrates how well the brand resonates with consumers seeking quality without the luxury price tags.
Similar to Dossier, Oakcha emphasizes clean formulation and has started branching out into original scents. Its Gourmand Collection, launched late last year, features six distinct fragrances, including the popular Marshmallow Mist, which alone has sold over 28,000 bottles on TikTok Shop. Also garnering substantial traction are original scents like “That Girl” and “Cotton Clouds,” further showcasing Oakcha’s versatility beyond dupes. This strategy not only serves to satisfy the demand for familiar scents but also appeals to those looking for something unique, enabling the brand to grow its customer base.
Jo Milano Paris is another player shaking up the fragrance dupe scene. While its name closely resembles the iconic Jo Malone London, Jo Milano is renowned for replicating a variety of scents from brands like Bond No. 5 and Louis Vuitton, capturing a significant male audience. The brand’s Game of Spades Emerald Perfume has particularly struck a chord, providing a more accessible alternative to Louis Vuitton’s lavish $595 Symphony eau de parfum. With sales nearing 8,000 bottles on TikTok Shop, Jo Milano demonstrates the robust demand for high-quality yet affordable fragrances, thereby solidifying its place in the competitive market.
In addition to these brands, Sttes, Rayhaan, and newcomers like Alt. Fragrances and Bella Vita Luxury continue to flourish on TikTok Shop. Sttes, known for its dupes of Sol de Janeiro scents, has made significant strides alongside Rayhaan, which offers a version of Jean Paul Gaultier’s Le Male Elixir. Despite some brands like Phlur, which aren’t positioned as dupes but still rank in the top ten for growth, most players have largely focused on providing affordable alternatives to luxury fragrances. This trend confirms that consumers value both effective and cost-efficient options, a shift that brands are keen to capitalize on.
The data reveals a compelling narrative: Oakcha tops the list of fragrance brands on TikTok Shop with $6.2 million in revenue, followed by Jo Milano Paris at $1.5 million and Sttes at $2.4 million. Other brands like Rayhaan, Dossier, and Bella Vita Luxury also mark noteworthy revenue increases. This trend reflects not only a growing consumer appetite for alternative fragrances but also the marketing prowess of these brands in harnessing social media to create buzz and generate sales. As this market continues to evolve, it’s evident that consumers are becoming increasingly savvy, choosing brands that offer value, quality, and a touch of accessibility in their beauty routines.
With this inflow of emerging fragrance dupes, the beauty industry is witnessing a transformation. As consumers likely continue to seek out affordable yet high-quality alternatives, these brands are well-positioned to thrive in a market that values experimentation and accessibility. The success of this new generation of fragrance brands on TikTok Shop is not just a trend; it’s indicative of a larger shift in how we perceive luxury and beauty in an economy that prioritizes function and value. The future looks bright for these innovative brands, as they pivot away from traditional marketing tactics and instead leverage social platforms to connect with the next generation of fragrance enthusiasts.
