Trader Joe's Fans Swear This Viral New Serum is A Dupe For Glow Recipe
Trader Joe's may be known for epic snacks and frozen aisle staples, but shoppers are now making room in their carts for skincare.
The grocery chain's new Dewy Skin Serum, priced at just $9.99, is quickly going viral online, with some fans comparing it to pricier glow-boosting products from Glow Recipe. For beauty shoppers looking for that glass-skin finish without the luxury price tag, it's easy to see why the product is getting attention.
According to the Trader Joe's website, the serum is designed to deliver lightweight, layered hydration while leaving skin with a smooth, lit-from-within look. The formula includes four forms of hyaluronic acid to help attract and retain moisture, plus niacinamide to support the skin barrier and help brighten uneven tone.
The brand also notes that ingredients like sappan bark, rosehip fruit, and watermelon fruit extracts add a soothing boost, while a touch of mica creates a luminous finish that is dewy rather than glittery.
That ingredient lineup has led many shoppers to compare it to Glow Recipe's bestselling dewy serums and watermelon-inspired skincare, which often retail in the $34 to $45 range depending on size and formula.
"The dewy serum is so worth it," one fan exclaimed along with two fire emojis on an Instagram post highlighting the product.
Another claimed "the glow serum is sooooo amazing guys."
A third stated, "This stuff is actually good! I use it in my morning skincare routine, definitely gives moisture and glow."
Others said it looked similar to the Glossier's Futuredew, which sells for around $30.
"Oooo looks like the Glossier Future Dew!" one noted.
One Redditor wrote, "this looks very similar to glossier future dew which I love!"
READ MORE: Trader Joe's Fans Swear This Viral New Shampoo Is a Dupe for Luxury Haircare Brands
It's the latest example of Trader Joe's building a reputation for affordable beauty dupes. Recent launches like the chain's bonding shampoo and conditioner also sparked buzz, with shoppers comparing those products to premium brands like Olaplex, Kérastase, and Aveda.
Beyond the formula, shoppers are also talking about the packaging. Trader Joe's described the pale purple box and pearlescent bottle, giving the serum a high-end feel.
Copyright 2026 The Arena Group, Inc. All Rights Reserved
This story was originally published April 22, 2026 at 10:01 AM.