Ezekiel

Ezekiel posts fragrance content from London, and the thing that distinguishes the account is how directly it frames the dupe question as a money question. A representative Instagram reel opens by asking whether you would pay £120 or £25.99 for the same scent, and it travelled widely. That is the whole proposition of the dupe market stated in one line, and it is a more honest framing than the usual "smells identical" claim, because it puts the reader in front of a trade-off rather than a promise.

His TikTok carries far more cumulative likes than its follower count would suggest, so individual videos travel much further than the account's size implies. He runs a parallel Instagram.

Content covers the clone houses as a market rather than one bottle at a time, including roundups of the best affordable fragrances from each major dupe house. That comparative framing is the useful part: single-dupe reviews are abundant, whereas someone willing to say which house is worth your attention across its whole range is rarer. His bio gives his location as London, and he has no own-brand line or shop attached to the account.