So-called girl math is not the only trend spurred by users on the short-form video app TikTok. "Dupes," short for "duplicate," are cheaper alternatives to premium or luxury consumer products, and they are increasingly popular among Gen Z and millennial shoppers and app users. While nearly one-third of adults, 31%, have intentionally purchased a dupe of a premium product at some point, Gen Z and millennials have higher participation rates: roughly 49% and 44%, respectively, according to Morning Consult. "The online culture of dupe shopping, accelerated by TikTok especially in the last few years, has flipped the script," said Ellyn Briggs, brands analyst at Morning Consult. While shoppers may miss out on the experience luxury products provide, dupes are less expensive versions that help consumers save money and test an item before splurging on the real thing.

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Persons: Z, Gen, Ellyn Briggs, that's, Marisa Meltzer, Meltzer, Emily Weiss's Glossier Organizations: TikTok, Morning, Finance Locations: New York