The beauty industry has always been a place where dreams, creativity, and business collide. It’s a space driven by trends, innovation, and the desire for self-expression. Around the world, billions are spent yearly on products that help people feel confident, beautiful, and uniquely themselves. Yet, behind every product on the shelf is a story, a story of vision, resilience, and the determination to bring something new to life.
One such inspiring journey is that of Chloe Hardy , an Australian entrepreneur who started far from the structured world of corporate strategy and brand building.
When Chloe stepped onto the Miss Universe Australia stage in 2025, she carried with her not just grace and poise, but also the determination of someone with dreams far bigger than the crown. Placing in the Top 10 was a proud achievement, a moment of celebration, but for Chloe, the pageant was only the beginning. It gave her confidence, experience, and a platform, but she was already looking toward the next challenge, creating something that would last longer than a single night on stage.
That vision would become Dupes & Co., an Australian-made perfume and cosmetics brand designed to make luxury accessible without compromising on quality. Chloe had noticed a gap in the market: high-end beauty products often came with price tags that many people simply couldn’t justify. She wanted to change that narrative by building a brand that felt premium but remained attainable for everyday consumers.
It’s an ambitious dream, especially in a fast-growing industry. The global Beauty & Personal Care market is projected to generate US$677.19 billion in revenue by 2025, with an annual growth rate of 3.37% between 2025 and 2030. Amid such rapid expansion, standing out requires more than just great products; it takes vision, strategy, and a personal connection with customers.
Today, Chloe Hardy is the founder and CEO of Dupes & Co., leading a company that blends style, substance, and accessibility. Her journey from pageantry to entrepreneurship is a testament to resilience and creativity, proving that with enough determination, it’s possible to turn a personal passion into a global brand. In doing so, Chloe is reshaping beauty standards and championing a simple yet powerful belief: premium beauty should be within everyone’s reach.
Growing Up with an Entrepreneurial Spark
Chloe credits her entrepreneurial streak to her upbringing. Raised alongside an older brother and younger sister, she was inspired by her parents, who built a business from scratch despite modest beginnings. “They came from humble backgrounds and worked tirelessly to provide for us,” she says. “Any entrepreneurial spirit I have comes from my father, but both my parents taught me resilience.”
That early exposure to hard work and determination set the foundation for Chloe’s own ambitions.
Lessons from the Pageant World
The Miss Universe Australia experience was transformative in unexpected ways. Traveling to Vietnam and Perth with fellow finalists and sponsors gave Chloe the chance to connect with inspiring women and mentors. She recalls the swim shoot in Vietnam, equal parts modeling and public speaking, as a defining moment.
“I’ve always felt comfortable in front of the camera,” she explains. “But the program pushed me to grow in ways I didn’t anticipate. Looking back, I can see that not winning was exactly what was needed to happen. It freed me to focus fully on my business.”
For Chloe, the competition wasn’t about the crown. It was about clarity.
Starting a Business in Tough Times
The idea for Dupes & Co. was born out of the cost-of-living pressures many Australians were facing. Chloe saw a gap between luxury products and everyday affordability. Instead of cutting corners, she aimed to offer something accessible without sacrificing quality.
Starting, however, was far from smooth. Beyond the logistics of launching a brand, Chloe faced self-doubt. “The biggest challenge was feeling like I wasn’t good enough,” she admits. “The anxiety of failing weighed heavily.” What helped her push through was connecting with other entrepreneurs and realising those struggles were universal. “Hearing their stories reminded me that I wasn’t alone, and that kept me moving forward.”
Expanding Horizons
Dupes & Co. has recently taken its first steps into the U.S. market, a huge milestone for Chloe Hardy and the brand she built from the ground up. Expanding internationally is exciting, but also a whole new world of challenges. Every decision comes with new layers of responsibility, from dealing with complex shipping and logistics to ensuring products meet the same high standards overseas. Chloe admits it’s not always easy, but her focus has never wavered: staying true to the values that started it all.
The timing couldn’t be better. The global luxury goods market is booming, valued at USD 272.74 billion in 2022 and expected to grow to USD 392.40 billion by 2030, according to Fortune Business Insights. As more consumers look for high-quality products without the luxury price tag, brands like Dupes & Co. are stepping into the spotlight. Chloe sees this as a chance not just to grow her business, but to challenge the old idea that luxury has to mean exclusive or expensive.
For Chloe, this expansion is about more than just numbers and sales targets. It’s about building something sustainable, a brand that grows while staying grounded. Dupes & Co. has always been about local craftsmanship, transparency, and making quality products accessible to everyone. Even as she takes the brand to a global stage, Chloe is determined to protect those roots.
“It’s a fine balance,” she says. “You want to reach more people and create opportunities, but you also have to protect the heart of the brand. That’s what makes us who we are.”
As Dupes & Co. steps into this new chapter, Chloe knows there will be challenges ahead. But with her clear vision and commitment to her values, she’s ready to take on the world, one carefully packed shipment at a time.
Looking Ahead
Chloe’s journey reflects the realities of balancing ambition with authenticity. From growing up in a family of self-made business owners to stepping onto the Miss Universe Australia stage, and now steering a company into new markets, her path hasn’t been straightforward, but it has been purposeful.