Generally yes, provided they do not copy the original’s trademarked name, logo or bottle design, and do not claim to actually be the branded product. Scent itself cannot be trademarked or patented in the same way a name or design can, which is exactly why the dupe market exists at all.

Where the Legal Line Sits

A company can legally sell a fragrance inspired by, or “in the style of”, a famous perfume, as long as it uses its own name, bottle and branding, and is honest that it is a comparison or alternative rather than the genuine article. What crosses into illegal territory is copying the branded bottle shape, box design, or logo, or explicitly claiming to be the original product, which is where counterfeiting law applies rather than fair competition.

Dupes vs Counterfeits

A dupe is an honestly labelled alternative scent. A counterfeit is a fake pretending to be the real branded product, which is illegal and often poor quality or unsafe. Our guide to luxury, niche and designer perfume explains this distinction properly, and our complete guide to perfume covers the wider fragrance market.