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Charles fans and other enthusiastic defenders soon joined in, directing similar complaints at Wet n Wild. A request for comment through a form on Wet n Wild's website wasn't immediately returned, but on Twitter, the company brushed off accusations that it copied Charles' product.

The company responded to copycat complaints by pointing to a common beauty industry practice known as dupes — cheaper, comparable alternatives to more expensive makeup. Budget brands frequently manufacture their own versions of high-end makeup products and sell them at lower prices, and beauty bloggers and lifestyle publications often round up the best dupes for in-demand cosmetics.

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But by the estimations of Charles and others who rallied behind him, Wet n Wild's latest eyeshadow palette isn't a good look. Find out what's happening in the world as it unfolds. James Charles is calling out drugstore favorite Wet n Wild for copying his eyeshadow palette.

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The beauty blogger and social media star accused Wet n Wild on Saturday of copying an eyeshadow palette he created with the makeup retailer Morphe. Wet n Wild debuted its new eyeshadow palette this weekend at RuPaul's DragCon, a convention celebrating drag and queer culture in New York. The company said on Twitter that "40 Palette," aptly named for the 40 shades of eyeshadow it contains, will hit the Wet n Wild website this fall.

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