A new generation of fragrance dupe brands is rising on TikTok Shop, data from Charm.io shows.

While Dossier, considered an original in the fragrance dupe space, is seeing strong growth on the platform — it was the fifth fragrance brand by growth on TikTok Shop during the first half of 2025 — other players are proliferating quickly.

Take New York-based brand Oakcha, for instance, which was founded in 2022 and is known for its dupes of Chanel, Tom Ford, Creed and Le Labo scents, typically priced less than $60 for 50-ml. bottles. The brand has been the single fastest-growing fragrance brand on TikTok Shop this year, growing its first-half revenue on the platform from $5,050 in 2024 to $6.2 million in 2025 (an increase of 125,533 percent).

Like Dossier, the brand leans into clean formulation to elevate its offer, and is similarly branching into original scents, launching a six-fragrance Gourmand Collection late last year. The collection’s Marshmallow Mist scent has sold more than 28,000 bottles on TikTok Shop, roughly 4,000 of which were repeat purchases, and the brand has seen similar success with other original scents like That Girl and Cotton Clouds.

There’s also Jo Milano Paris, whose name bears an obvious resemblance to The Estée Lauder Cos.-owned Jo Malone London, though the brand is in fact better known for dupes of brands from Bond No. 5 to Louis Vuitton — particularly among a male audience. This summer, the brand’s Game of Spades Emerald Perfume has gained buzz as an affordable alternative for Louis Vuitton’s $595 Symphony eau de parfum. Wildcard, which has sold 8,000 bottles on TikTok Shop, has been widely recognized as an under-$70 dupe for Bond No.9’s Lafayette Street, which is $354 for a 50-ml. bottle.

Sttes, which dupes Sol de Janeiro, has continued to soar on TikTok Shop, as has Rayhaan — known for its Jean Paul Gaultier Le Male Elixir dupe, called Rayhaan Elixir — and nascent brands Alt. Fragrances and Bella Vita Luxury.

Bucking the trend is Phlur, which isn’t a dupe brand but ranks number eight by fragrance growth on TikTok Shop this year, and Arab perfume brands Alrehab and Al Ard Zaafaran.

The top 10 fragrance brands by year-over-year sales growth on TikTok Shop, alongside their respective H1 2025 revenue via the platform.

1. Oakcha: $6.2 million

2. Jo Milano Paris: $1.5 million

3. Sttes: $2.4 million

4. Rayhaan: $1.2 million

5. Dossier: $3.6 million

6. Alt. Fragrances: $1.3 million

7. Bella Vita Luxury: $3.4 million

8. Phlur: $5.1 million

9. Ard Al Zaafaran: $2.2 million

10. Alrehab Perfumes: $3.9 million