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Featured on The Rhonda Swan Show – Wake Up SO CAL Edition Australian model and entrepreneur Chloe Hardy, Founder and CEO of Dupes & Co., is redefining what luxury means in today’s beauty world. Best known as a Top 10 national finalist in Miss Universe Australia, Hardy has combined her modeling, business, and branding background to create a new kind of beauty experience that celebrates luxury, quality, and accessibility in equal measure. Appearing on The Rhonda Swan Show: SoCal Edition, filmed on Los Angeles’ iconic Rodeo Drive, Hardy shared how Dupes & Co. evolved from an idea into one of Australia’s fastest-growing beauty brands. Known for its vegan, cruelty-free fragrances, body, and hair-care products inspired by the world’s most beloved designer scents, the brand is now expanding across the United States. From Modeling to Modern Entrepreneurship Hardy’s journey from modeling to entrepreneurship wasn’t a planned career pivot; it was born from a moment of frustration and inspiration. After splurging on a high-end fragrance for nearly $900 before an international trip, she forgot about airport carry-on liquid limits and was forced to leave it behind at security. “I cried,” Hardy admitted with a laugh. “I told myself I’d never make that mistake again. And about a year later, I started formulating what would become Dupes & Co.” Rather than viewing that experience as a loss, Hardy turned it into motivation. Drawing on her industry insight and strong sense of branding, she set out to develop products that capture the essence of luxury not by cutting corners, but by being smart, ethical, and consumer-minded. The Dupes & Co. Difference Dupes & Co. isn’t just another fragrance label riding the “dupe” trend; it’s a carefully built brand with a distinctive approach. Under Chloe Hardy’s leadership, the company collaborates with experienced perfumers to reverse-engineer fragrances that capture the depth, balance, and longevity of high-end scents while upholding exceptional production standards. “We never compromise on quality,” Hardy explained. “All of our perfumes are eau de parfum, which means they carry the same fragrance concentration as luxury designer houses.” The brand debuted with twelve signature scents, each crafted to channel the spirit of iconic favorites while maintaining its own unique identity. Dupes & Co. perfumes deliver an experience that feels luxurious and refined, proof that elegance and accessibility can coexist beautifully. Redefining “Affordable Luxury” Hardy’s mission goes beyond affordability; it’s about redefining how people connect with beauty. “I love designer fashion and beautiful things,” she told Swan. “But perfume is something we wear every day, it’s part of who we are. I wanted to create products people can enjoy freely, without feeling like they have to save them for special occasions.” That philosophy resonates strongly with today’s consumers, especially younger generations who value transparency, sustainability, and experience over status symbols. As Hardy put it, “When I wear Dupes & Co., I spray it everywhere and I don’t feel bad about it. That’s what makes it special.” An Australian Brand With Global Ambitions Founded and operated in Australia, Dupes & Co. is proudly homegrown, but its ambitions are global. The brand’s success down under has paved the way for an international expansion, starting with the U.S. market. Hardy’s appearance in Los Angeles marks an exciting chapter for the brand as it debuts in American retail and online platforms. Dupes & Co. is now available through its U.S. website, Amazon, and TikTok Shop, bringing its take on affordable luxury to a whole new audience. “LA is such an inspiring place,” Hardy said. “There’s a strong connection here between beauty, creativity, and empowerment, and that’s what Dupes & Co. stands for. We want to make people feel confident, no matter their budget.” The Future of Accessible Beauty With more products and collections in development, including new scents inspired by global icons and an expanding line of body and hair care essentials, Dupes & Co. is positioning itself as a leader in the accessible luxury category. Hardy’s blend of entrepreneurial drive, authentic storytelling, and eye for design is setting a new standard in the beauty industry, one that’s rooted in inclusivity rather than exclusivity. Her message is simple but powerful: luxury should be something everyone can experience. “I’m proud of every product we make,” Hardy said. “Dupes & Co. isn’t about imitation, it’s about inspiration. We celebrate what people love about their favorite scents and make them available to more people. That’s what beauty is about, sharing it.” ABOUT THE RHONDA SWAN SHOW The Rhonda Swan Show Wake Up New York City Edition and now The Rhonda Swan Show Wake Up SoCal is a global stage for founders, creators, and visionaries who turn courage into companies and values into value. Hosted by Rhonda Swan, CEO of Unstoppable Branding Agency, the series blends street-level energy with boardroom insight to reveal the people and principles behind tomorrow’s category leaders. Each episode closes the gap between inspiration and action, reminding audiences that remarkable brands are built by ordinary people who choose to keep going.
