Cosmetic dupe formulations, with a formula of your own.
Have a benchmark product you love? We develop your own formula with an equivalent texture, look and sensory profile, tailored to your brand, your price point and EU regulations.
A cosmetic dupe formulation is a new formula that recreates the in-use experience of a benchmark product (texture, appearance, scent, finish) without copying its formula. AFI develops benchmark-matched formulas from samples and your requirements, exclusively for your brand.
- Developed from samples
- Your own exclusive formula
- Matched to your price point
- Compliant with EU regulations
What is a cosmetic dupe formulation?
A dupe formulation is a formula developed to match a benchmark product as closely as possible in everything the consumer notices: texture, colour, scent, absorption and finish on the skin. It isn’t a copy of the original formula: it’s an original formula, created by our laboratory, that achieves an equivalent result with raw materials we select.
It’s a highly effective way to launch a product to a standard you already know works in the market, or to replace a product you can no longer source.
When a dupe formulation makes sense
- You want a product experience similar to a best-selling benchmark, but under your brand and at your price.
- Your current supplier has discontinued a product and you need to replace it without your customers noticing the change.
- You want an improved version of a benchmark: with a different active, without a particular ingredient or with a different texture.
- You want to cut the cost of a product you already sell while keeping the same in-use experience.
How we develop a dupe formulation
- You send us the benchmark (or several) and explain what you want to keep and what you want to change.
- We study the product: its ingredient list (INCI), appearance, texture and behaviour.
- We formulate our own proposal and prepare side-by-side comparison samples.
- We compare and fine-tune with you until you’re happy with the result.
- We manufacture your benchmark-matched formula under your brand, starting from small batches.
Are dupe formulations legal?
Developing an original formula inspired by the in-use experience of another product is standard practice in the industry. What matters is that the formula is original, that the product doesn’t imitate the original’s brand, name or design in a way that could mislead consumers, and that it complies with Regulation (EC) No 1223/2009 like any other cosmetic. We guide you so your launch is done properly.
Dupe formulations in every category
We develop dupe formulations of face creams and serums, anti-ageing treatments, body care products, personal care and other categories.
Is a dupe formulation identical to the original product?
It aims for an equivalent in-use experience (texture, appearance, scent, finish), but with a formula of its own. We work on the match using side-by-side samples until you’re happy with the result.
What do you need to develop a dupe formulation?
One or more units of the benchmark product and an explanation of what you want to keep or change: actives, texture, fragrance, price or packaging.
Can I have a dupe formulation with improvements?
Yes. It’s very common to ask for a dupe with a different active, fragrance-free, without a particular ingredient or at a lower cost.
Let’s talk about your next product.
Tell us your idea and we will send you a proposal covering formulation, lead times and price.