Welcome to Polished with Elise Wilson, where FEMAIL’s qualified makeup artist and hair stylist answers your questions, shares advice and trials the up-and-coming beauty and skincare trends so youdon’t have to.
Look, I know ‘dupes’ are a bit controversial, but hear me out.
There’s a certain snobbery in the beauty world that says if it doesn’t come in a heavy glass bottle with a luxury logo stamped on it, it can’t possibly be any good.
For years, I fell into that trap too. I convinced myself that $120 foundations were worth the splurge, that $70 body creams were a ‘self-care essential’, and that if I didn’t fork out for the real deal, I was somehow missing out.
But in 2025, with the cost-of-living crunch hitting harder than ever, those little indulgences start to look a lot less justifiable.
I don’t have a spare $300 a month to keep my beauty routine afloat (I have a mortgage and lots of weekends away with the girls to pay for) – and neither, frankly, do most of us.
That’s where I found myself in a moral (and financial) dilemma: do I give up the things that make me feel like myself, or do I find another way?
That’s where dupes come in. Often seen as a dirty little secret and sometimes unfairly dismissed as ‘cheap knock-offs,’ these budget-friendly swaps now don’t just mimic the luxury versions, but in some cases actually outperform them.
And after years of trial and error, I’ve landed on a list of products that prove you don’t need to remortgage your life just to look and feel great.
For years I convinced myself that $120 foundations were worth the splurge, but in 2025, with the cost-of-living crunch, those little indulgences start to look a lot less justifiable
There’s a certain snobbery in the beauty world, but I (literally) don’t buy into it. Pictured: Me meeting – and having my brows finessed by – Anastasia Beverly Hills herself last year, whose products I will always love but are so expensive.
Foundation:
Maybelline Fit Me Matte + Poreless ($12.99) vs Giorgio Armani Luminous Silk ($120)
Armani’s satin base has been so many women’s holy grail for years, but has anyone introduced you to its archrival, Fit Me?
When I first started out in media, I was a 20 year old (very broke) editorial assistant, and this new foundation at the time was the only thing in my budget.
The coverage is flawless, the finish is soft and radiant without being shiny, and it lasts all day and night without touch-ups.
No wonder it’s TikTok famous for being a perfect alternative to Armani’s cult formula.
But move over, Gen Z’s. I found it first.
Maybelline Fit Me Matte + Poreless ($12.99) vs Giorgio Armani Luminous Silk ($120)
Mascara:
Maybelline New York Sky High Mascara ($12.99) vs Hourglass Unlocked Instant Extensions Mascara ($57)
Hourglass’ iconic mascara has been a staple in beauty bags for a decade, but Maybelline’s Sky High formula has quietly dethroned it.
The brush is almost identical; it delivers the same fluffy, volumised lashes, and it doesn’t flake halfway through the day thanks to its tubing technology – something I will never compromise on.
Honestly, the only difference is the price tag.
Maybelline New York Sky High Mascara ($12.99) vs Hourglass Unlocked Instant Extensions Mascara ($57)
Setting Spray:
Australis Makeup Finishing Spritz ($9.97) vs Urban Decay All Nighter ($66)
Urban Decay’s iconic setting spray used to be the holy grail of makeup longevity – the stuff of legend that could survive sweaty dance floors and even Australia’s humidity.
But beauty buffs have been up in arms since the brand quietly reformulated it in July 2025, claiming it just doesn’t pack the same punch anymore, and I agree.
The once bulletproof mist now seems a little… well, watered down – and the new formulation, now developed independently by Urban Decay, no longer contains Skindinavia’s signature cooling technology that it once did.
Instead, save your pennies and reach for the Australis dupe instead.
Australis Makeup Finishing Spritz ($9.97) vs Urban Decay All Nighter ($66)
Lip balm:
Barry M Lip Rehab Tinted Lip Mask($16.95) vs Summer Friday’s Lip Butter Balms ($41)
I don’t know why it annoys me so much to spend a small fortune on lip products? Maybe because they last five minutes before I’ve eaten them.
Balms are all about nourishing, good-quality ingredients for your pout, but I honestly can’t tell the difference between these two from Summer Friday’s and Barry M.
However, I do know that Barry M’s goes the distance and, as a bonus, comes with a healthy-looking tint too.
Barry M Lip Rehab Tinted Lip Mask ($16.95) vs Summer Friday’s Lip Butter Balms ($41)
I bet you can’t tell what brand of mascara, foundation, highlighter, blush or setting spray I’m wearing here, can you?
Glow-getter:
MCoBeauty Flawless Glow Luminous Skin Filter ($17.49) vs Charlotte Tilbury Hollywood Flawless Filter ($65)
When I was a makeup artist, everyone harped on about the Charlotte Tilbury Flawless Filter being God’s gift to glow.
But every time I used it on myself or on my clients, it smeared straight off the skin and made everything on top of it look like a mess within a few hours.
Anyway, I’m thrilled to say that MCoBeauty Flawless Glow alternative had me hooked from the first swatch and a believer in the hype.
It’s lightweight, can be happily mixed into other products (like a moisturiser or foundation) and, most importantly, stays put for hours.
MCoBeauty Flawless Glow Luminous Skin Filter ($17.49) vs Charlotte Tilbury Hollywood Flawless Filter ($65)
Hairdryer:
Laifen SE 2 Hairdryer ($249) vs Dyson Supersonic™ hair dryer ($499)
I’ll preface by saying that I absolutely love my Dyson dryer and my hair thanks me every time I use it, however it ain’t cheap.
I recently got sent a Laifen dryer, which looked exactly the same, so of course I had to give it a whirl.
You may not have heard of it, but Laifen is a global beauty tech brand known for delivering salon-quality results without the salon price tag – and it’s already made waves on TikTok with 15+ million units sold globally.
I really loved the results on my hair, and the tool was lightweight, not to mention the cute pastel colours it comes in.
It’s a great alternative if you want to look chic and impress your mates, but are also watching the pennies.
Laifen SE 2 Hairdryer ($249 left) vs Dyson Supersonic™ hair dryer ($499)
Blusher:
Milani Baked Blush in Dolce Pink ($15.39) vs Nars Blush in Orgasm ($62)
Blush lovers will know the hype around Nars’ iconic Orgasm shade ($56) – even if it’s just for the cheeky name.
The peachy-pink hue flatters just about everyone, and it’s versatile enough to sweep across cheeks, lids, or even the bridge of the nose for that sun-kissed look.
But if that price tag makes you wince, Milani’s B is a brilliant budget-friendly alternative that delivers a very similar glow.
Milani Baked Blush in Dolce Pink ($15.39) vs Nars Blush in Orgasm ($62)
Body Lotion:
Vaseline Gluta-Hya Pro-Age Restore ($5.99) vs Clarins Dynamisante Energizing Lotion ($72)
Fans of Clarins swear by this skin-firming lotion for its luxurious feel and fresh scent. But at $72 a bottle, it’s not exactly everyday-use material.
I got sucked into a TikTok orbit a few months ago and discovered this Vaseline alternative that’s packed with Pro-Collagen Complex and something called ‘GlutaGlow’ technology (which claims to be 10x more effective than Vitamin C).
It’s designed to boost radiance, even skin tone, and firm up skin, and can be purchased easily at your local Woolies.
Vaseline Gluta-Hya Pro-Age Restore ($5.99) vs Clarins Dynamisante Energizing Lotion ($72)
Perfume:
The Perfume Oil Company Roll-On Oil in ‘Sass’ ($39.95) vs YSL Black Opium EDP ($215)
I have obsessed over Black Opium since my sister was gifted it on her 16th birthday.
It never suited me (sigh), but I loved it on her, and it’s still her signature scent to this day.
However, at a recent wedding, a girl wafted past me on the dance floor smelling of the signature intoxicating black coffee, orange blossom, and vanilla notes.
When I complimented her, she bashfully divulged that it was this $40 dupe that was ‘her secret’ weapon for being irresistible to men.
I laughed, agreed – and then I messaged my sister immediately. But run before it sells out.
The Perfume Oil Company Roll-On Oil in ‘Sass’ ($39.95) vs YSL Black Opium EDP ($215)
The truth is, luxury products will always have their place.
Sometimes you want the weighty packaging, the chic branding, or just the feeling of treating yourself – I get it.
But if you’re counting every dollar like I am in 2025, beauty dupes prove you don’t need to sacrifice your glam to stay on budget.
Disclaimer:
The views and opinions expressed in this article are solely my own and do not reflect those of any brands or companies mentioned. This content is not sponsored or endorsed in any way.
