Drunk Elephant's Latest Product Offering Addresses ‘Concerns That We Heard From Our Customers': ‘Felt Like A Natural Next Step'
Drunk Elephant's latest product offering sees the company enter a category it hasn't expanded upon in a decade—lips.
The brand's new Plump-C Tripeptide Lippe Mask launches June 10, making it only the second lip product in the Drunk Elephant arsenal. The mask—which the company calls 'a restorative anytime treatment to moisturize, plump and protect lips'—follows the Drunk Elephant Lippe Balm in terms of products targeting lips.
The Lippe Mask is only the brand's second product offering targeting lips.
'If there's one thing I can't stand, it's dry, chapped lips, so the one thing that's always in my bag or my pocket is Lippe,' founder Tiffany Masterson wrote in a note accompanying the new product. 'As much as I love it, I wanted something that addressed deepening lip lines, uneven texture and chronic dryness on the lips. That's how Plump-C Tripeptide Lippe Mask was born.'
Masterston continued that 'Plump-C is the longest-lasting moisture I've ever tried,' adding that it's clinically proven to smooth lines, even out texture and leave lips 'feeling deeply moisturized and plumper.'
'It's real lip service,' she concluded.
Tiffany Masterson attends the Drunk Elephant House Of Drunk pop-up on June 10, 2019 in New York ... More City. (Photo byfor Drunk Elephant)
The Lippe Mask can be used morning, night or as often as needed, the company advised. Speaking to me exclusively, Drunk Elephant's vice president of research and product development Nathan Rivas says that the new product 'is a richer version of Lippe Balm that plumps and restores.'
Lippe Balm, he tells me, can be used for daily lip care, with the Lippe Mask stepping in 'as an anytime restorative treatment' when looking to firm and moisturize dry, flaky lips, 'making them softer, smoother and plumper-looking.'
'We're constantly questioning what's possible—as well as what's missing—and that's where some of the most interesting formula directions come from,' Rivas says.
The company said the product can be used morning, night or whenever needed.
The new product launch comes after a difficult 2024 for Drunk Elephant. In creating the Lippe Mask, the company 'answered concerns that we heard from our customers,' Rivas says, specifically in the areas of lip lines, loss of lip volume and 'a need for more intensive degree of moisture.' He calls the Lippe Mask 'an evolution in Lippe Balm.'
'We pushed to answer those concerns while also challenging the limits of what this type of formula could do for lips, including actives that aren't typical for lip masks,' he tells me. 'Vitamin C and peptides, for example, are both preventative—helping to defend skin against free radicals and preserve healthy collagen—and a treatment, as they help improve concerns like firmness and elasticity.'
The Lippe Mask follows the Lippe Balm in Drunk Elephant's lip product offerings and comes a decade ... More after the Lippe Balm first came to market.
'Lippe Mask felt like a natural next step, as our best formulas are those that happen based on filling a consumer need,' Rivas tells me. 'The OG Lippe Balm is a staple for sure, though when your lips really want for more—to restore dry, flaky lips with deeper moisture—it doesn't quite meet those needs. That's how Lippe Mask was born.'
The Lippe Mask retails for $28 will be available at Sephora and Ulta—as well as both retailers' websites—as well as drunkelephant.com beginning Tuesday.
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