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For many years, beauty and cosmetic brands have dealt with counterfeiting and imitation as isolated incidents attempting to steal sales — a fake product listing here, a suspicious seller there, and the occasional cloned website redirecting traffic.
However, the explosive rise of the Tik Tok “dupe culture” has fundamentally shifted the scale, speed and sophistication of the brand threat landscape.
Today, imitation is not happening in the shadows. It is happening openly, virally and at an industrial scale.