If you’ve spent any time in the beauty aisles – or the FYP feed of TikTok – over the past few years, you’ll know the drill. A prestige product blows up, a mass-market brand releases something suspiciously similar a few months later, and the internet spends weeks arguing over whether the “dupe” actually holds a candle to the original. Usually, the answer is: sort of… if you squint.
MCoBeauty’s newest launch, All Dayer – (or, what some have called an Urban Decay All Nighter Setting Spray dupe) – is a little bit different. And, complicates that whole conversation, because technically, it isn’t a dupe at all.
Wait, So What Is It?
Here’s the backstory. For more than 15 years, Urban Decay’s All Nighter Setting Spray built a cult following in makeup – the kind of product bridal parties bought in bulk and makeup artists refused to work without. What most people didn’t clock was that Urban Decay wasn’t the one making the formula. That was Skindinavia, a company built almost entirely around perfecting one product: a setting spray using patented temperature-control technology designed to stop makeup from melting, sliding, or fading over the course of a long day.
When Skindinavia’s partnership with Urban Decay ended, plenty of longtime fans assumed the formula they loved had quietly disappeared. Instead, Skindinavia has done something beauty brands rarely do: it took its patent to a new, considerably cheaper partner. That partner is MCoBeauty, the Australian brand that’s built its whole identity on the idea that “premium performance” and “premium price tag” don’t have to be the same thing.
The result is MCoBeauty All Dayer, launching exclusively at Chemist Warehouse on 20 August before rolling out to Woolworths, BIG W and mcobeauty.com.au in November. It’s priced at $34 for 120ml, against $68 for the same size of the original Urban Decay formula. Same patent, same technology, half the price — at least on paper.
Is It Actually the Same Thing?
This is the part that’s genuinely interesting, and also the part worth being a little sceptical about. MCoBeauty says this isn’t a “dupe” in the traditional sense – inspired by, reverse-engineered, formulated to feel similar. Instead, the brand licensed the same patented Skindinavia technology directly, rather than imitating it.” MCoBeauty CEO Michelle Kluz has described bringing the exact original formula and pump to market at a far more accessible price as a genuine milestone for the brand.
Skindinavia founder Allen Goldman, for his part, frames the partnership as a return rather than a relaunch – the same formula and standards that built the brand’s reputation, he says, now reaching a wider audience.
Of course, it’s worth remembering both quotes come from people with a direct commercial stake in you believing this story. Beauty brands make ‘same formula’ claims often, and even when a company genuinely shares a license – which, per the patent claim here, this appears to be – small differences in manufacturing, packaging, or fragrance can still change how a product performs on skinThe real test won’t be press materials; it’ll be what happens when thousands of humid Australian summer days, sweaty gym sessions and 14-hour wedding receptions put it through its paces.
On paper, the specs are promising: a claimed 24-hour hold, protection against the five classic signs of makeup breakdown (smudging, transferring, melting, flaking, sliding), a lightweight and breathable finish, and the fine, cooling mist that made the original so satisfying to use. Those 24-hour hold claims are based on the brand’s own 2026 consumer perception study, so as ever, treat headline stats with the healthy scepticism you’d bring to any brand-commissioned research.
The Bigger Question
Beyond the individual product, All Dayer taps into something that’s been building in beauty for a while: consumers are increasingly unwilling to accept that a higher price automatically means a better formula. As shoppers get savvier about ingredient lists, manufacturing partners and who actually owns the patents behind their favourite products, brands that can prove real technological parity – rather than just vibes – are going to have an advantage.
Whether MCoBeauty’s All Dayer lives up to the original will come down to real-world wear tests, not press releases. But if the patent claims hold up, it’s a rare case where “dupe” undersells what’s actually happening: not a copy of a beloved product, but the same one, wearing a cheaper price tag.
