The Deliplus Craze and Imitations of Luxury Cosmetics

It all starts with that feeling of satisfaction and triumph when you leave the Mercadona. You haven’t been left behind; you’ve discovered that viral product everyone on TikTok is raving about, and at a wallet-friendly price. As we approach the year 2025, Mercadona’s launches increasingly feature the trending ingredient—pistachio; however, many viral products have nothing to do with food.

The admiration for Deliplus, Mercadona’s cosmetics line, has become a phenomenon among beauty enthusiasts. Leaving the store with a full bag signifies falling not just for viral products, but also for the allure of microspending.

This is How a Generation Spends

For those unfamiliar with microspending, it predominantly affects Generation Z. This trend involves compulsively spending small amounts, usually prompted by social media trends or the desire for instant gratification. While these expenses appear insignificant, they can add up to substantial amounts over time, stealthily draining bank accounts.

Many young consumers find themselves choosing affordable luxuries like Netflix subscriptions or Mercadona’s new viral lipsticks over larger purchases like homes or cars. This economic climate fosters a culture of immediate gratification through small, enjoyable purchases—be it a weekend getaway or a featured product from Deliplus.

In this way, our shopping baskets are often filled with highlighters, creams, and perfumes, leaving food as an afterthought.

These products often mimic high-end cosmetics from brands like Lancôme, Dior, and Fenty Beauty, providing a budget-friendly alternative to luxury items. The excitement rarely lies in groundbreaking formulas but rather in satisfying the desire for dupes—high-quality imitations minus the hefty price tag.

In recent months, Deliplus has showcased a new serum priced at only six euros. This ‘Botox-Like Serum’, shaped like a needleless syringe, promises to smooth wrinkles and enhance skin luminosity.

This mix of novelty, trend, and affordability has resulted in a notable consumer buzz, especially when stacked against its Shiseido counterpart, which runs approximately 250 euros.

Such appeal strengthens when experts validate the product’s effectiveness. Mercadona’s offerings allow consumers to reap similar benefits to luxury products while saving money.

The Enormous Business of Skincare

The challenge arises when we venture into stores for one item and leave with an entire basket of Deliplus products. It’s hard to resist when they’re so affordable!

A single lipstick might save you thirty euros, but before you know it, you’ve added bronzers, blushes, and highlighters to your basket—all at about five euros each. The allure of microspending becomes self-evident.

The global cosmetics market is experiencing a significant boost, particularly in Spain and Portugal, where sales surpassed 8.1 billion euros in 2024. The sector is expected to grow another 5% in 2025.

Social media plays a pivotal role in promoting microspending habits; 66% of consumers discover brands via influencer recommendations, and eight out of ten report purchasing products they saw online.

“They have completely reshaped the beauty industry, changing the way consumers discover products and engage with brands…” — Nicola Kilner, co-founder of The Ordinary.

Outside Spain, brands like ELF are also capitalizing on the dupes trend, as showcased by their quick response to consumer demand for products similar to high-end cosmetics.

Countries like China are entering the conversation too, especially with affordable beauty brands like Sheglam emerging. However, warnings arise from organizations regarding potential quality control and safety risks associated with some dupes.

Resisting the urge to indulge can prove challenging. The constant influx of trendy products can result in multiple purchases that may not even be necessary.

As the current economic climate does not allow many to access high-end items, finding affordable alternatives appears to be a pragmatic solution. Yet, what begins as a desire for a singular product can quickly spiral into acquiring an entire skincare routine, further perpetuating the cycle of microspending.