DUPES DEMOCRATIZE BEAUTY

Summary from the TLDR Marketing newsletter

MCoBeauty, an Australian brand led by CMO Meridith Rojas, is democratizing beauty by offering luxury dupes that make high-end products accessible to all. Rojas highlights the cultural shift where consumers no longer want to spend excessively to stay on-trend. She also sees accessibility as a key form of innovation. The brand blends dupes with homegrown innovation, which has fueled the brand's rapid growth in the US.