When it comes to makeup, it’s no secret that the field is oversaturated. At every turn, a celebrity is starting a new beauty brand, or cult-classics are releasing new state-of-the-art products, touting luxury and high-end. In 2024, the global cosmetics market generated an estimated $646.20 billion in revenue, with the U.S. market alone accounting for $100 billion.

However, despite the high numbers, the beauty industry is beginning to see a shift in the desire for luxury cosmetics. Dupe culture has become popular over the last year, as consumers search for ways to achieve the same trending makeup looks while saving every penny they can. Roughly one-third of all makeup users utilize dupes, and this number climbs to almost half for millennials and Gen Z, indicating a shift. Consumers are no longer relying on the household name a brand may carry, but rather on whether they can achieve the same results for less.

While luxury brands struggle to remain innovative and beat the dupe culture trend, one California brand has thrived off of it.

Founded in California, Colourpop Cosmetics is known for its colorful and affordable products, from eyeshadow to gel liners, foundation, and more. True to its name, the brand is known for its eclectic and colorful collaborations, some of which include the New York Knicks, Winx Club, and most recently, New Moon of the famous Twilight series.

The brand first gained popularity in 2014 with the release of its Super Shock Shadow. The now cult-favorite and best-selling item taunted something that had never been done before: a creamy, high-pigmented shadow for less than $10. It was almost blasphemous.

“When we launched with the crazy idea to sell $5 eyeshadows online, we were able to build a direct connection to our loyal community–something we’ve never lost sight of,” says Vivian Weng, Brand President at ColourPop.

Weng’s analysis of the community is spot-on. At the time of launch, Colourpop took a gamble. For consumers, colorful packaging and an affordable version in the midst of high-end hype drew curiosity.

“Back in 2014, I was going to IMATS frequently and blogging, and in the whole MAC world. I loved me some variety of color, but I wanted it to be cruelty-free free and ColourPop came out with their super shock shadows,” says Emma, account owner of Colourpopcult. “This was a novelty at the time, to have a cushy, creamlike product that was both pigmented and affordable. They were $5 each, which made it an easy addiction to collect every shade, every drop. There were even some crazy conspiracies because how could they be so inexpensive?”

The shadows exploded, and Colourpop quickly grew to fame. Single shadows quickly turned into full palettes, they released foundations, blushes, shadow sticks, and lip products, all while built on the promise of affordability that didn’t compromise quality.

While far-out at the time, the idea worked. According to ECDB, ColourPop's online store generated $147 million in revenue in 2024. The e-commerce world saw a boom during the pandemic; however, as the economy faces new challenges amid inflation and tariffs, the rate of growth has started to slow compared to pre-pandemic times. However, the California brand stands a chance against taking a hit among the harsh waters, according to analysts.

“Colourpop’s business model of offering affordable, high-quality makeup products is sustainable, especially in the short to medium term. However, its long-term success ultimately depends on their ability to innovate and stay ahead of trends while maintaining product quality and affordability,” says Anna Yen, CFA at MoneyLion and analyst. “Colourpop has a good chance of lasting long as long as they continue to meet consumer demands and adapt to market changes.”

As dupe culture began to explode within the last two years, the brand would see even more praise. Glowing reviews of their lip masks, which were an alternative for the popular Laneige sleeping masks populated over YouTube, while the recent heart-topped blushes that envied Rare Beauty’s Soft Pinch blush flew off the shelves at Ulta Beauty.

Open any Colourpop reel on Instagram or trending TikTok video, and the response speaks for itself. Tens of thousands of views and comments flooded with heart eyes and comments pouring praise. The brand even now has dedicated fan pages, including Colourpop WOC and Emma’s account, consumers who have dedicated themselves to the brand and keeping up with every release, and providing swatches and creating bright and bold looks.

“We focus on building relationships that feel authentic and mutually beneficial, prioritizing partnerships that amplify our creative message, while oftentimes leaning into nostalgia, emotion, and whimsy,” Weng reveals.

The brand thrives heavily on influencer relationships and licensing partnerships, with recent partnerships with former Dance Moms stars Brooke and Paige Hyland. It even tugs on consumer heartstrings with nostalgic cartoon collaborations, including Winnie the Pooh and The Powerpuff Girls, to name a few.

“They found a niche with duping products but they also have great ideas and are innovators in the field,” Emma continues. “I don't see them just as a dupe company, it would be a disservice to reduce them to that. Their creative team is always hard at work with breaking the mold in terms of collabs and different types of products for all skin tones.”

As makeup brands continue to face challenges to remain afloat, from the rise in tariffs to making sure their products are inclusive under the watchful and critical eye of influencers, the West Coast-based brand believes that no matter how new the product or how fancy the packaging, success boils down to one thing: community.

“The beauty industry is very tight knit so we like to purposefully review what our community is saying and take it into account,” says Weng of Colourpop. “Versus simply replicating what is already available.”