‘Ultimate life hack': What Gen Zers are willing to line up for in 2025
Millennials were all about brands, to the point that there was a moment when they were buying track pants with the word 'Juicy' written across the bum.
The cost of living crisis, though, has sent Gen Zers in a different direction. They're always trying to get a look for less.
Dupes are similar to expensive products but cost way less and have become increasingly popular, as have the brands that produce them.
This is why, over the weekend, shivering Gen Zers turned up rugged up in coats but still willing to line up in Melbourne's cold to snag free samples from the MCoBeauty brand.
A brand that is affordable and stocked at the chain Chemist Warehouse managed to capture Gen Zers notoriously short attention spans.
MCoBeauty has become popular not because it is exclusive but because it sells affordable alternatives to pricier products.
For instance their Golden Glow Lip Oil for $5 has been compared to Dior's Lip Glow Oil for $65.
Similarly, the brand's Super Glow Boozing Drops at $12 have been compared to Drunk Elephant's Sunshine Drops, $68.
According to an industry insider, Gen Zers lining up for a budget brand speaks to a big shift in how young people consume.
'It's less about the logo and more about the aesthetic, the function, and what's trending online. Platforms like TikTok and the influencer culture have democratised taste, and brands that understand this are cutting through,' she said.
'Gen Z isn't just looking for a bargain, they're looking to participate in a moment or trend without the price tag commitment, especially within this economic climate.
'Dupe-led brands are winning because they give permission to experiment, without the guilt.'
Gen Zers instead of embracing brand names have fixated on finding dupes of more expensive products.
The hashtag 'dupe' has been viewed over a billion times on TikTok, and some creators solely focus on showing their followers where to find affordable alternatives.
Zaine Hetherington, 21, is one of those Gen Zers who is less interested in buying into trendy brands and far more focused on looking like she's on-trend.
'Dupes are my ultimate life hack to staying on trend without blowing the budget,' she told news.com.au.
'I get to explore different looks without committing to something super pricey and it is fun discovering new products.'
Ms Hetherington explained that she probably saves around '50 per cent' every time she buys a cheaper product over an original.
'It is unaffordable especially the amount of make-up I go through. I go through my products too fast, and my dupes are a real lifesaver,' she said.
Ms Hetherington is not shy about her quest to find more affordable products.
In fact, she's always thrilled when she can find a cheaper alternative and tells her friends about it.
She said her friends often say 'wow' when she shows them how much less she can spend on a product that looks the same as a pricey one.
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