India, Feb. 14 -- Sorry, Charlotte Tilbury. The British makeup artist's eponymous beauty brand makes probably the most iconic lipstick of our generation. Pillow Talk is a soft nude pink. It's creamy. It's luminous. It's what Alia Bhatt wore on her wedding day. It's what Gwyneth Paltrow, Naomi Campbell, Nicole Kidman and Jennifer Lopez have worn on the red carpet. It's also the most copied or "duped" lipstick shade of our generation.

And Tilbury is pissed off. "When you dupe, you dupe the consumer," she said at the opening of her flagship London store in January. For India (and beauty lovers around the world, really) a dupe lipstick, blush, cream or serum from another brand is simply part of the game. Content creators are doing side-by-si...