The Australian makeup label has become the number one beauty brand in its native country, and is growing abroad, thanks to the popularity of its lower-priced alternatives to products from Estée Lauder, Dior and more. MCo thrives by “democratizing luxury,” using extreme duping, TikTok, and fast production to become a global bestseller. Its strategy skirts legal lines, prompting multiple lawsuits over look-alike packaging and products. Consumers fuel the dupe boom, treating low-cost alternatives