Originals Outperform Dupes on TikTok

This points to Originals working better where fragrance is bought on impulse and identity, not on search for a known dupe. On DTC, shoppers often arrive looking for a cheaper version of a prestige scent. On TikTok Shop, discovery happens inside creator videos and feeds, so a Dossier-owned scent with a clear mood, collection, or personality can sell without needing the customer to already know a reference fragrance.

• The mix gap is large. Originals were just under 10% of DTC sales in May 2025, but 26% of TikTok Shop sales. That matters because TikTok Shop was already a meaningful channel at $4.4M in 2024 and tracking similar or better in 2025.
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• The product setup fits social commerce. Dossier launched 16 Originals in 2025, organized them into collections like Icons, Musk, Seasons, and Wedding, and added trial sets and small formats. Those are easier for creators to explain in short videos than an inspired-by scent comparison chart.
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• This is also the route out of the dupe trap. Impressions are strong for converting intent, but Originals build owned IP and brand equity. That is important as TikTok-native fragrance competition includes Oakcha on dupes and brands like Phlur and Lattafa on original scent identity.
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The next phase is likely a bigger shift of launch energy toward Originals across TikTok Shop, creator collaborations, and international markets. If that mix keeps rising, Dossier becomes less of a low price substitute catalog and more of a real fragrance house with repeat demand built around its own scents.