Dossier’s in the Driver’s Seat of Dupe Culture

Dossier, translated from French, means “case” in English. For the indie fragrance brand – formed in 2019 specializing in “dupe” fragrances for the next generation – each case of fragrance tells a unique story.

Its 150-plus fragrances are designed to embody the persona the wearer strives to be that day: businesslike, rebellious, flirty.

Dossier’s persona is singular: it aims to bottle all the luxury and hipness of a modern fine fragrance brand minus a price tag beyond a young person’s means – a concept that is paying dividends.

MGK’s Glittery Inspiration

The New York City-based company recently collaborated with actor and Grammy nominated pop-punk musician Machine Gun Kelly (MGK) on Lost Americana in 2025.

The scent’s name reflects a mood of seeking out “lost memories” and embracing a slightly gritty, rugged, yet indulgent American aesthetic and “after-hours energy,” according to the brand. Top notes include incense, almond and pink pepper, with nutmeg and cinnamon at the heart and vetiver, patchouli, suede, vanilla and chocolate at the base. The scent was recognized last month at Cosmoprof North America 2026 in Las Vegas as the winning fragrance in the personal and home category. Judges were impressed by the brand’s storytelling and its commitment to sustainability. All Dossier perfumes are packaged in 100% recyclable glass bottles with full-sized bottles plastic-free (excluding the pump). In addition, Dossier shares ingredients online on dossier.co.

“That’s really the north star of this company,” said Dossier Founder and CEO Sergio Tache. “How can we make high-quality perfumes made in France with the best ingredients in the world affordable for everybody and not just a lucky few.”

Last year, Dossier launched at Target with select bestsellers like It Factor and exclusive new launches across the brand’s Impressions and Originals Collections available to shop at participating Target stores nationwide and online.

The dupe market continues to grow in popularity, especially consumers looking to economize. In 2024, Dossier, which currently has more than 769,000 followers, ranked No. 3 with an annual TikTok search volume of 244,000.

Investors are taking note, too.

In April, an affiliate of private equity firm American Pacific Group (APG), which has $1.2 billion of capital under management, made a strategic investment in Dossier. APG Managing Partner Fraser Preston said the firm was “excited” to assist Dossier in its next phase of growth and accelerate product innovation while expanding the brand’s global reach.

According to Tache, APG’s operational expertise and experience scaling consumer brands will be instrumental as it expands its product portfolio.

Since its inception seven years ago, Dossier has put out products inspired by iconic luxury scents including Maison Francis Kurkdjian Baccarat Rouge, a fragrance priced at $540; Yves Saint Laurent’s Black Opium; Le Labo’s Santal 33; and Versace’s Bright Crystal, to name a few.

Dossier’s debut collection of in-house, original fragrances, Dossier Originals, arrived in 2023.

Vanilla Expressions

Last month, Dossier unveiled four new perfumes in collaboration with Gen Z actress Madelyn Cline.
Dossier Cofounder and Chief Operating Officer Ines Guien said the collection “rewrites the rules for vanilla” and highlights the many facets of its personality.

The Vanilla Expressions Collection, which uses vanilla sourced from Madagascar, includes Vanilla Rebel, Vanilla Tease, Vanilla Flirt and Vanilla Dreamer.

Vanilla Rebel, in which Cline channels 1990s athleisure fashion, is billed as a fiery, smoldering vanilla “engulfed” in spice like saffron and sugary notes like brown sugar and vanilla. Vanilla Tease, which contains notes of myrrh and tonka bean; Vanilla Flirt is billed a gourmand “paradise” of lush fruits with notes of orange flower and juicy pear. Vanilla Dreamer has notes of sandalwood and cardamom takes the shape of a “silky, skin-like” vanilla akin to “pillow talk wrapped in a creamy duvet.”