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‍For many consumers, beauty has quietly shifted from being a small everyday pleasure to a more considered purchase. Rising living costs have changed how people shop, prompting a closer look at what truly feels worth the price. Luxury labels can feel increasingly out of reach, while lower-priced alternatives often fail to deliver on quality. This widening gap between affordability and performance has opened the door for brands willing to rethink what real value in beauty looks like.

That shift in mindset is exactly where Chloe Hardy’s story enters the conversation. Growing up on the Gold Coast, she always knew she wanted to build something of her own. That entrepreneurial drive carried her through modelling and creative work before ultimately leading her into business. As a result, Chloe Hardy is the founder and CEO of Dupes & Co., an Australian-made perfume and cosmetics brand built around a simple but timely belief: beauty shouldn’t feel exclusive or out of reach.

The idea for Dupes & Co. began to take shape as Chloe observed how changing economic pressures were influencing everyday spending. Products that once felt like small, confidence-boosting indulgences were being cut from routines altogether. High-end beauty became increasingly harder to justify, while many affordable options fell short in terms of quality. What stood out was not a lack of demand for beauty, but a lack of options that balanced both price and performance.

This tension wasn’t limited to Australia. In the United States, consumer behaviour reflects the same shift. In 2024, 63% of Gen Z consumers identified price as the most influential factor when choosing a beauty product, while 53% still ranked quality as a key consideration. The takeaway was clear: consumers were no longer willing to compromise one for the other.

For Chloe, that disconnect became the foundation of the brand. Beauty, in her view, has never been about status symbols or logos. It’s about confidence, self-expression, and feeling good in your own skin. Dupes & Co. was created to deliver products that feel thoughtful, enjoyable, and reliable to use, without the financial pressure often tied to luxury pricing.

A Thoughtful Approach to Formulation

Another defining feature of Dupes & Co. is its approach to formulation. Each product is designed to do more than simply look or smell appealing. Formulas are enriched with skin-loving ingredients such as Aloe Vera, Macadamia Oil, and Vitamin B5, chosen for their ability to nourish, hydrate, and support the skin.

This focus reflects a broader shift in the beauty industry. The global cruelty-free cosmetics market was valued at USD 6,612.88 million in 2024 and is expected to grow to USD 10,208.98 million by 2031, with a compound annual growth rate of 6.4%. Consumers are increasingly prioritising products that align with both performance and ethics.

For Chloe, cruelty-free and vegan standards aren’t marketing angles. They’re baseline expectations. Dupes & Co. products are developed with the belief that beauty should offer real benefits, not just surface appeal, and that ethical practices should be part of the starting point, not an upgrade. The intention is simple: customers should feel confident that what they’re using is effective, thoughtfully made, and responsibly produced.

Beyond Business

In 2025, Chloe also competed in the Miss Universe Australia program, placing in the Top 10. The experience took her to Vietnam and Perth and allowed her to work alongside a wide range of sponsors and mentors. While the final result wasn’t exactly what she had hoped for, she sees it as a personal milestone and an opportunity to push herself beyond her comfort zone.

Alongside running Dupes & Co., Chloe continues to work as a freelance model, staying connected to the fashion industry while expressing creativity and confidence. Outside of work, she places a strong emphasis on health and wellness, with interests in pilates, travel, and nutrition.

Practical Tips from Chloe for Smarter Beauty Choices

• Look beyond the price tag
  A higher price doesn’t automatically mean better quality. Focus on how products are made and what they’re designed to deliver.
  
  
• Check the ingredient list
  Ingredients like Aloe Vera, Vitamin B5, and nourishing oils often signal thoughtful formulation rather than surface-level appeal.
  
  
• Don’t underestimate affordable options
  Accessible pricing doesn’t have to mean compromise. Well-made products exist outside the luxury category.
  
  
• Make ethics non-negotiable
  Cruelty-free and vegan options are increasingly available and don’t need to come with a premium price.
  
  
• Choose what fits your lifestyle
  The best products are the ones that work seamlessly with your routine, budget, and values.

Looking ahead, Chloe’s goal is to continue growing Dupes & Co. into a globally recognised brand while staying grounded in the values that shaped it from the beginning. Her message is simple: beauty should feel good to use, good to buy, and easy to justify, no matter your budget.