Glossier Dupes: Review of B.A.E. by HEMA

Glossier Dupe Review of B.A.E. by Hema
As a product photographer, I have been shooting a lot of beauty products for local brands and also for my own practice! As a lifelong makeup lover, I’ve decided to branch out to writing about in addition to taking pictures of beauty products. I recently visited Amsterdam, and discovered the Dutch department store HEMA’s new beauty line, B.A.E. Upon first glance, the display and packaging of these products immediately reminded me of millennial favorite Glossier. After lots of swatching, researching, testing, and photographing, I come to you now with my review of possible Glossier dupes from B.A.E. by HEMA.



The first dupe element of B.A.E. to Glossier is the packaging. B.A.E. borrows much from Glossier’s iconic label and container design, including the font, shape, and colors. Most notable is the similarity between B.A.E.’s Blush in a Tube vs. Glossier’s Cloud Paint, and B.A.E’s Face Gloss vs. Glossier’s Balm Dotcom. There are also products from B.A.E. that are dupes of Glossier products, but in different package design, like the B.A.E.’s Highlighter Glow Ball vs. Glossier’s Haloscope, and B.A.E.’s Eye Cream in a Tube vs. Glossier’s Lidstar.

From my swatching in store and at home, I have found the B.A.E. products fall into four categories in comparison to Glossier.

  1. Exact dupes, down to the formula, function, design, name etc. (e.g. B.A.E.’s Shake Up Skin Tint vs. Glossier’s Perfecting Skin Tint)
  2. Almost dupes, usually with a different formula, package design, and often the addition of glitter, but with the same function as its corresponding Glossier product. (e.g. B.A.E’s Blush in a Tube vs. Glossier’s Cloud Paint)
  3. Not dupes, despite having similar package design (e.g. B.A.E’s Face Gloss vs. Glossier’s Balm Dotcom)
  4. Unique products, that do not have a Glossier counterpart (e.g. B.A.E.’s Lipgloss in a Tube)

I purchased three products from B.A.E. that directly corresponded to a Glossier product I already own so I could do swatch comparisons.


B.A.E’s Blush in a Tube vs. Glossier’s Cloud Paint

Name: Both products are marketed as a blush/cheek product, but have different keywords in their titles indicating so.

Design: The products have extremely similar packaging design, especially the screw-on cap shape and color blocking style of white against the product shade.

Function: Both products are marketed as blush – Glossier’s described as “seamless, sheer, and buildable,” and B.A.E.’s product described as giving “a nice shine that creates a dewy look.”

Formula: So when you look at the formula and application, B.A.E.’s Blush in a Tube (bottom swatch) is less of a blush and more of a pigmented highlighter. Immediately you can see that compared to Glossier’s satin formula (top swatch), B.A.E.’s product is packed with shimmer that seems to be suspended in the gel formula. While both seem to have a sheer purpose, Glossier’s Cloud Paint still packs a punch with pigmentation and evenness of swatching, while B.A.E.’s Blush in a Tube really sheers out to a more highlighter consistency. 


B.A.E’s Face Gloss vs. Glossier’s Balm Dotcom

Name: The products names are quite different and hint to the difference in function. However…

Design: The packaging design of the two products are extremely similar again, especially the holographic foil top and tube shape. The design does differentiate with the typography (but note the similar font, even to the italicization), and screw-on lid color and design.

Function: While at first glance the B.A.E. Face Gloss may look like like just another Glossier Balm Dotcom flavor, the two products have completely different functions. The B.A.E. product is designed to create “a natural shine on your face for a dew-like look,” while Balm Dotcom is “a hydrating, long-lasting, multipurpose lip balm and skin salve.” Glossier’s Balm Dotcom is actually categorized under skincare on their website, while B.A.E.’s Face Gloss is categorized under concealer & foundation. I have been using my Face Gloss on my highlight areas on days I don’t wear a lot of makeup but want a healthy, dewy look to great success.

Formula: While both are full of glitter, their physical formulas continue to indicate their function. Glossier’s Balm Dotcom (top swatch) is an emollient salve formula, and B.A.E.’s Face Gloss (bottom swatch) is a sticky, gel formula with high shine.

Glossier Dupe Review of B.A.E. by Hema


B.A.E’s Glitz in a Stick vs. Glossier’s Generation G

Name: Both products have vaguely misleading names, as B.A.E.’s Glitz in a Stick suggests a glitter highlighter to me and Glossier’s Generation G just sounds like a new phrase for millennials.

Design: The designs of the actual lipstick product and the product tube are quite similar in shape, but B.A.E. really leans into the “glitz” idea by adding a holographic band, and borrow’s Glossier’s signature millennial pink shade. (Note: this is the old packaging of Generation G, see here for new packaging).

Function: Both are lipsticks, but B.A.E.’s is marketed as “an ultra metallic matte lipstick with a glittering effect,” while Glossier’s is a “sheer matte lipstick.”

Formula: While the B.A.E. Glitz in a Stick in Summer Kiss looks like a pretty close dupe to Glossier’s in the tube, when swatched they are quite different in shade and formula. Glossier’s formula is quite sheer but buildable (top swatch), while B.A.E.’s product packs a punch with pigmentation (bottom swatch). It’s difficult to pick up in the swatch, but the B.A.E. formula does have glitter, although it is not as dramatic as other shades they carry which lean towards the frosty side (e.g. their Peach Smoothie shade which I also purchased). It also begs the question – can a formula be matte if it has glitter? Some more experienced beauty gurus out there please let me know down below.



The price range of B.A.E. products is €3.50 ($3.90) for their toiletries bag, to €12.50 ($13.94) for their eyeshadow palettes and perfumes. The price range of individual Glossier products is $4.00 for their tools, to $60.00 for their Glossier You perfume.

Comparing B.A.E. products that are exact Glossier dupes, the price point of B.A.E. compared to Glossier is dramatic. Based on research I have determined B.A.E.’s Shake Up Skin Tint is a comparable dupe to Glossier’s Perfecting Skin Tint. B.A.E. lists their Shake Up Skin Tint for €6 ($6.69), which is a fraction of Glossier Perfecting Skin Tint price at $26.

Other exact/comparable dupes I have found through research are:

  • B.A.E. Highlighter Glow Ball vs. Glossier Haloscope
  • B.A.E. Eye Cream in a Tube vs. Glossier Lidstar
  • B.A.E. Second Skin Loose Powder vs. Glossier Wowder

Glossier Dupe Review of B.A.E. by Hema



Over all, it appears the B.A.E. by HEMA borrows a lot of packing design and product ideas to create the appearance of Glossier dupes, but puts their own spin on the product formulas. The biggest differences B.A.E. has made is the addition of glitter in many of their products that could otherwise be Glossier dupes, and changing the formulas to be more or less pigmented than their dupe counterparts. Many of the B.A.E. products are designed for those wanting to be a little more adventurous and experimental with their everyday makeup, and remind me of the new Glossier Play products which were designed with the same intention. B.A.E. also has created many products that are not seen in the Glossier line, such as their lipgloss, oval brushes, and eyeshadow palettes.

Another important thing to note about the B.A.E. by HEMA products is the limited shade range. It’s become depressingly common for beauty brands to release foundations that have maybe one or two workable shades for POC, if any at all. Looking at B.A.E’s shade range for foundation and concealers, they seem to have the same problem, which I hope they are recognizing and working on to improve.


Thanks so much for reading! Would love to hear your thoughts on B.A.E. by HEMA down below.




Glossier Dupe Review of B.A.E. by Hema