Dossier

New York-based fragrance brand founded 2019 that sources scents from Grasse and sells "inspired by" versions of luxury perfumes at sub-$50 retail, achieving top-seller status at Walmart and expanding into Mexico through Walmart, Ulta, and Liverpool. Its growth illustrates how algorithmic discovery and agentic commerce are accelerating the dupe economy at luxury's expense. The brand operates primarily direct-to-consumer through its own site while using retail partnerships for volume distribution, giving it reach into households that would not actively seek out a fragrance brand online. By pricing at roughly one-tenth of the luxury references it tracks, Dossier has become the most accessible entry point in the dupe fragrance category and one of the clearest beneficiaries of AI-mediated recommendation displacing brand-driven discovery.

First mentioned: April 2026