Latest news with #DrunkElephant
Forbes
a day ago
- Business
- Forbes
What Went Wrong With Drunk Elephant
Once an iconic brand, Drunk Elephant is now facing an identity crisis with sales plummeting Drunk Elephant's sales dropped 65% in the past year, urging parent company Shiseido to call for a complete brand revamp. Once a cult brand and disruptor in the world of skincare, Drunk Elephant is an interesting case for what happens when a brand loses its voice and core audience and becomes untangled with short-lived viral exposure. Founded by Tiffany Masterson, Drunk Elephant was among the first brands to lead the clean skincare movement, offering products free of harsh or toxic components, while at the same time focusing on dermatologist-approved ingredients. Masterson formulated products containing active ingredients like AHAs, BHAs and Vitamin C, promising gentle and effective skincare. Through this positioning, the brand attracted both natural beauty fans and clinical skincare users, and quickly gained traction. Its colorful yet minimalist packaging stood out from competitors, helping the brand became very popular on social media and entering Sephora stores in 2015. By 2019, Drunk Elephant amassed $120 million in net sales and was ranked most popular skincare brand across all its retailers. It was acquired that same year by Shiseido for $845 million, making it one of the biggest skincare and beauty acquisitions of the decade. Under its new ownership, the brand expanded into body and haircare, entered new markets and grew its customer base, which mainly comprised women aged 25-40 with a budget to spend on premium skincare. Drunk Elephant sits in the prestige category, with products ranging between $20 and $100, making it a premium yet relatively mass-market brand unlike higher-end luxury skincare brands. As the trend grew bigger, safety concerns arose among parents, dermatologists as well as regulators, concerned about the effects of such adult and mature skincare products on kids. This 'Sephora kids' trend backfired and negatively impacted the brand's equity, creating a disconnect between the brand's core audience and its recent buzzworthy consumers. Tweens likely pushed away the brand's older customers, and bringing them back might be challenging. Sales plunged 65% in the past year, with the brand's main market - Americas - being the most affected in this sharp decline. Now, Shiseido is focused on 'rebuilding brand engagement' with a goal to 'leverage new messaging to drive awareness on clinical and high-performance skincare and drive offline consumer engagement by educating beauty advisors at retail touchpoints', as shared in the company's 2025 Q1 presentation. Will a brand revamp work? Given the intense competition in the skincare space, and the fact that now dozens of new clean and effective skincare brands have seen light of day since Drunk Elephant was born, the task might prove challenging. Drunk Elephant's current struggles are an unfortunate reminder of the risks of short-lived viral trends fueled by social media. The brand's detour into a much younger consumer group cost it both credibility and connection with its original audience, something that may take significant efforts to rebuild. As Shiseido attempts a reset, the challenge will not just to win back customers but to re-establish its brand voice and clear identity in a very crowded market. The clean and clinical skincare space Drunk Elephant helped define ten years ago is now highly competitive, making it even more essential for the brand to reclaim the unique, differentiated brand identity that helped it thrive.
Buzz Feed
3 days ago
- Entertainment
- Buzz Feed
38 Cheap Alternatives To Expensive Products You'll Feel Like A Genius For Buying
E.l.f.'s Hydrating Core Lip Shine in the "Ecstatic" shade, which reviewers say captures the some magic as "Black Honey," the $25 ~universal shade~ from Clinique that's blowing up on TikTok at a fraction of the price. It doesn't shift colors as magically as the other version, but it's a perfect, non-sticky "go-to" lip. A set of square stemmed wineglasses inspired by the iconic Crate & Barrel version, except these are durable as heck (good for particularly rowdy wine-and-cheese nights). Reviewers especially love these chic, understated glasses because they work well for red and white wines. L'Oréal Paris Makeup True Match Lumi Glotion designed to enhance your skin's natural ✨ glow✨ just like the pricy Drunk Elephant drops — perfect for anyone who wants a lightweight alternative to foundation or just a lil' extra low-effort, ethereal shimmer in their lives. Glossmetics' Lychee Overnight Lip Mask, a Laneige or Tatcha alternatve that's already a cult-fave in the making — you can wear this non-stick, ultra glossy lip shine during the day or overnight as a lip treatment to help hydrate, soften, and condition your lips. Not to mention you will taste *delectable* all day and night (just ask the many lychee martinis I have downed on this here earth!). Catrice "Instant Awake" Under Eye Brightener, which will be your holy grail for concealing and brightening dark circles under your eyes. This lightweight, color-adapting formula is designed for truly ~invisible~ coverage that makes a drastic difference — one that a lot of reviewers compare to the $33 Becca version. Juno & Co.'s Clean 10 Cleansing Balm, a game-changing makeup remover made with a blend of pearl barley and vitamin E that reviewers adore for getting that ✨ CLEAN clean✨ feeling — it's designed to leave zero residue or oiliness, *plus* brighten skin and reduce hyperpigmentation and dark spots. People compare it to pricey versions like Farmacy Green Clean, Dermalogica, and Elemis! A two-piece lounge set that's inspired by a popular mall brand's version, and so cozy and elevated that even looking at it makes me feel smug and snuggly at the same time?? (Is "smuggly" a valid emotion now???) This is perfect both for lounging around the house and as an easy "I need to be put together, but out the door fast" outfit option. A Baccarat Rouge 540-inspired moisturizing body wash infused with white jasmine, red currant, and sweet amber that reviewers swear by for a cheap alternative to keep that delectably luxe scent on them all day long. Nothing wrong with smelling a lil' ~~expensive~~! A bottle of Elizavecca hair treatment, an Olaplex-like repairing mask infused with collagen ingredients and protein extracts that will help restore hair health and reduce shedding. All you gotta do is apply it on wet hair after a shampoo, wait five minutes, and rinse it out. A pair of ~dreamlux~ leggings made with an oh-so-buttery soft material reviewers compare to Lululemon's Align ... but WAY cheaper. If you're looking for a reliably squatproof, comfy, compressive legging, look no further than these. L'Oréal Paris BB Cream, a FAST-acting, anti-redness moisturizer with results that feel like legitimate magic — especially considering its competitor, the Dr Jart+ Cicapair Color Correcting Cream, is over twice as expensive. Reviewers especially love this as a base for their makeup, because it leaves skin super soft and primed. A TikTok-famous "Soft" perfume rollerball that honestly has no right smelling so delectable and layering so well considering it's only five cash dollars. Reviewers are obsessed with the scent's warm sweetness with a hint of citrusy zest, comparing it to waffle cones, lemon pound cake, and warm vanilla scones ... and this $65 bottle of Pink Sugar 👀. Plus Dossier's "Ambery Vanilla" perfume any fans of YSL's $95 bottle of Black Opium will want to snap up, FAST. This compelling, subtly layered blend of mandarin, vanilla, pink pepper, jasmine, and cedarwood is a beautiful all-seasons signature scent that reviewers can't stop raving about — especially because it has such great staying power throughout the day. A deliciously soothing, super gentle Briotech spray reviewers compare to the pricier Tower 28 SOS Spray. It's similarly designed with hypochlorous acid, which targets bacteria that causes acne, skin irritation, and blemishes *without* drying your skin. Reviewers swear by this handy little spray for helping not just with acne, but rosacea, eczema, dryness, dermatitis (scalp included!), and even toenail fungus. E.l.f's brand new Lash XTNDR Tubing Mascara, a GODSEND for anyone with thin or fragile lashes. This uses lightweight ~tubing~ technology to wrap around lashes and give them a natural-looking, smudge-proof extension so good it almost looks fake. The real boon, though, is how easily the "tubes" slide off in clean, easy swipes at the end of the day when you're washing your face — absolutely no smudging, over-scrubbing, or special eye makeup removal products required. Eos' Shea Butter Vanilla Cashmere body lotion, which TikTok is going *feral* over both because of the lightweight, long-lasting moisture, and the soothing, delicious smell that reviewers compare to more expensive brands like Philosophy and Bath & Body Works. An Apple-compatible locator tag that functions just like an AirTag, but at a more affordable price. Bonus — this even comes with a waterproof case, making it even more handy for keeping track of important objects (and even more important pets!!). A pair of waterproof wireless earbuds with AirPods Pro energy — except these feature a charging case that, bless its technologically savvy heart, has an LED display letting you know exactly how much charge is left. Reviewers also love how delightfully comfortable and sweatproof these are, making them a solid, affordable option for talking on the phone and exercising. And a pair of wireless over-the-ear headphones crafted to look like AirPods Max, so you can still enjoy the comfort and chic style of their iconic headphones without shelling out hundreds of dollars. These feature premium cushion padding, a built-in mic with the ability to take calls, 10 hours of playtime per charge, and surprisingly decent noise blocking for the price. A set of satin pillowcases that not only have a cooling effect, but are soft on your skin and create less friction for your hair so it won't get as tangled while you sleep. Reviewers especially love these because they're an affordable alternative to ones that typically run $18 per case! E.l.f. Halo Glow Liquid Filter that looked at the iconic (and expensive) Charlotte Tilbury Flawless Filter and said, "Game on, pal." Not only does this give that dewy, soft, "barely there" finish, but it's designed to hydrate your skin with hyaluronic acid, helping improve your moisture barrier for longterm glowiness, too. A Skims-inspired long-sleeved bodysuit so thin and breathable that it is designed to feel like a ~second skin~, making it a true layering godsend. A nine-pair set of hypoallergenic golden hoop earrings because sometimes you have to get the outfit vibe just! right!!! which means mixing things up from your usual go-to hoops (bless their overworked hearts). This gives you plenty of affordable, chic options so you can try out a different set every day of the week. E.l.f.'s Holy Hydration! Thirst Burst Drops, another home run from the brand's moisturizing "Holy Hydration" line that reviewers are comparing to the $35 Watermelon Dew Drops from Glow Recipe. This lightweight formula is designed to brighten and plump skin for a dewy effect, whether you're wearing it alone, applying it under your makeup, or mixing it with your foundation. A bodycon lounge dress perfect for fans of Skims looking to spare themselves a few bucks — this versatile, figure-hugging dress has just the right amount of compression to mimic the iconic style and stay oh-so-comfortable for long periods of wear. E.l.f.'s Holy Hydration! Lip Mask for anyone who wants to go TURBO on locking in enough moisture for the perfect pout, but winces at Laneige princes. This silky, hyaluronic acid-infused formula is designed not to stick, so it plays nice with other lip products at all times of the day. A classic herringbone necklace so close in style to the Tiffany HardWear version that you might blink and mistake it for the real thing (imagine being able to drop $13,000 human dollars on a necklace though, MY STARS). An affordable cult-favorite luxury-scented candle with a scent reminiscent of Le Labo's Santal 33, and a throw so satisfying that reviewers can't stop gushing about it. If you're in the market for a signature scent for your space, look no further than this jasmine, oud, and sandalwood blend. A pair of oversize square sunglasses giving such ~designer~ vibes that passerby might mistake you for an incognito celebrity. Reviewers mention that these have the same look as Bvlgari, and Bottega, and Quay versions that cost up to $400 👀. Etude's delightfully multipurpose Dear Darling Water Tint, which a lot of reviewers compare to Benefit's Lip Tint. This smudgeproof formula is designed primarily to be a natural-looking, weightless lip stain, but reviewers use it as a blush as well! A sophisticated laptop tote bag so you can easily (and chicly!) carry not just your tech, but the whole arsenal of I'm A Very Busy Business Person things you need to get through the day. Reviewers compare this to the $148 larger Beis version, and especially love the unexpected depth and pockets included. A bottle of Nyx matte setting spray for anyone who wants the all-day protection of MAC and Urban Decay's setting sprays without the price tag — this matte finish will lock your look in place in just a few seconds. A compressive cropped zip-up workout jacket so chic that you'll want to stock up on them not just for workouts, but errand running and days when your schedule is just "go go go." This is a great way to add some Lululemon-esque pieces to your rotation without breaking the bank! And an affordable, Lululemon-esque longline sports bra designed to be so comfy, supportive, and versatile that reviewers love it both for outdoor workouts, gym use, *and* errand running. This is designed be supportive without being too compressive. Peach Slices Acne Spot Dots, a hydrocolloid sticker comparable to the $$ "Mighty Patches" that you can apply straight onto open zits to help drain them and reduce redness overnight. Personally *love* to see a problem magically disappear while I'm snoozing. A Lululemon-esque adjustable mini belted pack (aka ~fanny pack~) you can wear around your waist or shoulder for a lightweight bag alternative that you won't lose, since it is literally attached to you. A lot of reviewers mention how genuinely *stunned* they are by how much this little bag can secretly carry. A chic structured toiletry organizer with a "window" so you can look inside and easily access whatever you need on the go. Reviewers especially love how the structure of it stops items like beauty products or medications from getting crushed inside (and that it's a heck of a lot cheaper than the $100 Truffle Clarity version). A six-piece (!!) set of high-performance matte lipsticks at a *fraction* of the price of its competitors that stays the heck put without drying or cracking your lips by the end of the day. (Seriously, reviewers are DRAGGING major brands in their comments, these are so cheap and effective.)
Miami Herald
4 days ago
- Entertainment
- Miami Herald
Sephora unveils new brand partnership Gen Z will love
It started with a phone case. Not a designer one, not a limited edition, not even one that's particularly functional. Just a beige lip gloss holder with Rhode's barely-there branding -and a waitlist of more than 200,000 people. I'll admit it...I had no idea what Rhode even was. As a millennial who still swears by Glossier and doesn't speak fluent TikTok, I had completely missed the hype. But clearly, I was the outlier. That was when I realized Hailey Bieber's skincare brand wasn't just buzzy. It was a movement. I've seen plenty of celebrity beauty brands launch, trend, and quietly fizzle. Rhode didn't feel like that. It felt strategic. Viral, yes - but controlled. Hailey wasn't just selling products. She was selling a story: minimalism, self-care, and that "glazed doughnut" glow everyone online seems to want. Related: Drunk Elephant beauty brand suffers sales drop amid big shakeup So I started paying attention. In 2024 alone, Rhode generated an estimated $248 million in earned media value, up 366% year over year, according to CreatorIQ. Since launching in 2022, Rhode has built a tight-knit, loyal fan base. Drops sell out fast. Hype builds on social. And the brand just "gets" Gen Z without trying too hard. Now, Rhode is stepping into something bigger. This fall, the brand will debut in U.S. Sephora stores - its first retail partner - with Canada and the UK to follow. Which raises the question: Can Rhode keep its cool when it goes mainstream? Getting into Sephora is a major milestone. It's the beauty world's version of making it to the big leagues. Until now, Rhode has owned the direct-to-consumer game, thriving on limited drops, social buzz, and scarcity. But retail is a different beast. It's structured. It's physical. It's filled with legacy brands and TikTok breakouts fighting for the same limited shelf space. And Sephora isn't exactly hurting for buzzy brands. What makes Rhode's entrance interesting is that it's both late and perfectly timed. Related: Paris Hilton lags behind Rihanna, Kylie with latest announcement With budgets tightening and dupe culture thriving, every brand has to prove its place. Sephora shoppers aren't just buying into a product - they're buying into a brand identity. Rhode's challenge will be making sure that identity translates from screen to shelf. It means nailing the in-store look and feel while staying selective enough to keep the brand's mystique. If Rhode gets it wrong, the brand risks losing what made it feel special in the first place. Let's be real - this move is about growth. Sephora gives Rhode access to a broader audience and a stronger retail presence, especially at a time when the brand is reportedly exploring a potential sale. But retail comes with tradeoffs. Now Rhode has to work within Sephora's system, including managing inventory, fitting planograms, and delivering results in-store. That can be tough for brands built on digital buzz. Too much exposure, and Rhode risks blending in with every other clean-girl brand. Play it too safe, and it might get lost next to brands with flashier packaging or deeper discounts. That said, Sephora knows how to nurture a rising star. If the two brands treat this like a true partnership, with Rhode delivering standout in-store moments and Sephora giving it space to shine, it could become a case study in how to scale without selling out. But if it flops? It could be a hard lesson in how quickly cool can fade. Related: Lululemon finally releases product customers begged for The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Buzz Feed
6 days ago
- Lifestyle
- Buzz Feed
28 Newer Skincare Products To Revamp Your Daily Routine
Essence's Drop of Sunshine Bronzing Drops — this sheer, buildable formula is a perf $6 alternative to Drunk Elephant's version that goes for a whopping $39! Not only will this stuff leave you with a perfect sun-kissed glow, but it also contains glycerin to hydrate the skin barrier and vitamin E to soften the skin and smooth texture! Laneige's Neo Blurring Powder to instantly matte-ify your skin while helping it maintain its natural glow thanks to the blue hyaluronic acid. It even comes in a mess-free, travel-friendly case so you can take it on the go. That's a major upgrade to your routine, if I do say so myself. OR Catrice's Magic Shine Eraser if the *final* step in your skincare regimen involves trying literally anything and everything to prevent that unwanted oily layer from showing up uninvited. This gel-to-powder formula will help smooth, mattify, and refine your skin for a flawless blurring effect that'll feel like you're walking around with a filter on your face! It's compact enough to pop in your bag and take with you when you're traveling. A hair identifier spray because if dermaplaning has become an essential step in your routine, this stuff is about to change the game. This spray will lower your chances of missing a spot, and reviewers even say it left their skin feeling baby smooth because it helps the razor glide across the skin more easily! Sol De Janeiro's Delicia Drench Body Butter that'll shower you with fast-absorbing moisture that lasts all day long while working to improve your skin barrier. It also smells downright delightful, like the Cheirosa 59 body mist, to be exact — if you don't know, it's a tantalizing blend of vanilla orchid, sugared violet, and sandalwood. You're welcome! And Sol de Janeiro Delicia Drench Shower Oil, when you've officially found your fave scent and now you need it in every version possible. It comes in the form of a rich, foamy "oil to foam" blend, which lathers like a sudsy dream. Yup, shower/bath time is about to smell and feel a LOT more luxurious. Mixsoon Bean SPF 50 Sunscreen, a K-beauty product you def don't wanna sleep on because it's *actually* a residue-free formula that'll sit wonderfully under your makeup without feeling sticky. Call it a primer, call it a sunscreen — either way, your skin is about to be a very happy camper. Eos' Cashmere Skin Collection Shave Oil you won't stop raving about after trying it, which is likely the same reaction you had to the Eos body lotion that blew up on TikTok. Now it's available in a shave oil that smells just as delicious and will help protect your skin from bumps and burns. Even reviewers with sensitive skin swear by it. Plus, Eos Cashmere Vanilla Cashmere Whipped Oil Body Butter because can you ever really have enough of these delicious, hydrating concoctions? I think not. Sure, the OG lotion is great, but there's something about a ~whipped~ body butter that just hits different. It's thick but absorbs well and won't leave ya feeling greasy. Add this to your routine for smooth, supple skin that smells like a jar of vanilla whipped cream with a hint of musk and caramel. YUM! Olay Super Serum Body Wash if you and your dry skin are fighting for your lives out there and need all the help you can get. This formula is infused with shea butter, collagen peptides, and niacinamide to help restore moisture and nourish your skin with long-lasting hydration. It's basically the body wash version of their TikTok-famous facial Super Serum — iykyk! And Olay Super Cream with Sunscreen SPF 30 for anyone who's been searching high and low for a new face cream that truly does it all. It's lightweight yet ~super~ moisturizing with heavy-hitter ingredients like vitamins C and E, hyaluronic acid, and niacinamide. These can help visibly brighten skin, reduce dark spots and fine lines, and improve firmness, all while protecting from sun damage. Cosrx Advanced Snail Mucin Glass Glow Hydrogel Face Masks, aka the overnight face mask version of the brand's famous Snail Mucin Essence! It'll absorb into your skin within a few hours and become transparent as your face drinks up the 25% snail secretion filtrate, hyaluronic acid, and niacinamide! This will give you a heavy dose of hydration with a glass skin effect so good, you'll probably have to make a TikTok about it. The Inkey List Exosome Hydro-Glow Complex Serum that'll become a staple in your skincare routine after you see how well it increases your skin's firmness and minimizes the appearance of fine lines! This multi-functional, fast-absorbing serum uses plant-derived exosomes to boost collagen production, skin renewal, and overall repair for smooth, glowy skin that's visibly firmer. A wonderfully rich Eight Saints night cream, which will handle all the heavy lifting while you indulge in some beauty sleep. It's made with protein peptides that may help stimulate collagen production for firmer skin with improved elasticity. Don't forget about niacinamide for fading dark spots and discoloration and hyaluronic acid for boosting moisture. Medicube Turmeric Overnight Wrapping Peel Off Mask currently gaining traction on TikTok for allll the right reasons. Apply this K-beauty gem at night and you'll, quite literally, get your beauty rest while you sleep. It uses hydrolyzed collagen, vitamin C, and turmeric to help improve elasticity and even out your skin tone. Peel it off in the morning and admire your fresh new face! Plus! Medicube Deep Vitamin C Golden Capsule Face Moisturizer with tiny liposome capsules you can pop open on your skin to help brighten and smooth your complexion. Get ready for a punch of vitamin C and niacinamide that'll leave your skin positively radiant. The Ordinary Soothing & Barrier Support Serum, because sometimes your skin sends out a desperate SOS signal, and this product is the much-needed lifeline. It's formulated with a soothing blend of niacinamide, vitamin B12, and lipids that'll help soothe irritated skin, reduce redness, and leave your face with a gorgeous, hydrated glow. Summer Fridays Jet Leg Eye Patches, which is basically the under-eye version of the brand's famous mask + moisturizer reviewers are obsessed with. Now you can moisturize, soothe, and depuff your tired under-eye area too! These nonslip hydrogel eye patches will actually stay put and use glycerin and hyaluronic acid to lock in hydration. Bonus: It contains a blend of peptides and caffeine to firm the skin under your eyes. And Cocokind's Peptide Fine Line Eye Gel to breathe some much-needed life back into your tired eyes! This firming peptide complex can help encourage your skin's natural collagen production. It also contains squalene to support the skin barrier and prevent moisture loss. The subtle sheer pink tint helps to subtly brighten your under-eye area, too. A limited edition Eos Marshmallow "Super Balm" lip treatment — so limited, in fact, that it comes from the brand's "secret menu" — try not to obsessively lick your lips because it tastes like a cloud of toasted marshmallows mixed with a hint of vanilla. Most importantly, it contains nourishing cocoa, shea, and avocado butters to condition and protect lips for moisture that lasts all day long. A curved SPF 50 Airy Sunstick Smoothing Bar, which is a Korean skincare product that'll make you *excited* about the SPF step in your daily routine. This stick is contoured and covers a wide area, so it's easy to apply without any mess. It also goes on smooth and won't leave a sticky residue OR white cast behind. If you want a lightweight, semi-matte SPF that plays well with makeup, look no further. And Supergoop! SPF 40 Unseen Sunscreen *Stick* you'll never leave home without, especially considering it fits conveniently in your purse or even your pocket! If you already love the brand's liquid Unseen Sunscreen, the stick version is about to knock your socks off. It glides on effortlessly, so you don't have to get your hands all sticky when applying and reapplying. The new *unscented* Topicals Faded Brightening Serum that'll target dark spots, dullness, and hyperpigmentation like an absolute champ. Niacinamide helps reduce the appearance of discoloration while evening the skin tone *and* azelaic acid visibly brightens, improves texture, and fights free radicals. An Italian Bergamot Body Bar from Cremo, the creators of the internet-famous Baccarat Rouge 540-inspired body wash — enough said. This soap oozes a multi-layered luxurious scent that consists of Italian bergamot, neroli blossom, and fresh vetiver. Plus, it's infused with lava rock and oat kernel to help cleanse and buff away dead skin. It also contains hydrating shea butter to leave you feelin' smooth and moisturized. And Juno & Co. Body Oil Rinse perfect for dry, sensitive, or irritated skin that needs to be repaired ASAP. This skin-softening rinse is made up of rice bran oil to moisturize and restore elasticity *and* meadowfoam seed oil to help balance the skin's natural oil production. It also gives off a sweet and spicy aroma with notes of fresh florals, deep amber musk, melons, and pear. Pacifica's ~Dream~ Milk Magnesium Spray to set the stage for a nighttime routine so relaxing, you'll only wish you'd found it in a past life. Your newly nourished skin will thank you — it's infused with magnesium oil to calm and hydrate, and aloe to soothe and prevent peeling. Plus, the lavender and chamomile essential oils can help promote restful sleep. Good Molecules Pineapple Exfoliating Powder that reviewers have started comparing to the $68 Dermalogica version, so you know it's gotta be good. This gentle foaming powder is made with fruit enzymes, vitamin C, and rice powder to soften, brighten, and gently exfoliate. You can use it three to four times per week to help break down dead skin cells on the surface layer to reveal a smoother, more radiant complexion. The new Billie Coco Vanilla All-Day Deodorant — not only does it smell like heaven, aka coconut cream spiced with vanilla and sandalwood, but it's also free of aluminum and baking soda so you won't have to worry about it irritating your underarms. This lightweight, odor-fighting formula will keep you feeling fresh and smelling ahh-mazing all day long.
CBS News
6 days ago
- Health
- CBS News
How the skincare industry makes billions marketing products to tweens, including some that could harm young skin
In a TikTok video, then-17-year-old actor Symonne Harrison unveils a bathroom counter full of products from the skincare brand Drunk Elephant that would retail for at least $700 total. "Guys, I just got the biggest package from them," Harrison tells her 3.8 million followers, adding that she's new to the brand's "family." "I know Drunk Elephant is known for mixing, doing little potion vibes." Those "potions" are so-called "skincare smoothies," popular on social media and marketed by the brand, which suggests trios of products to mix together as part of a skincare regimen. They've become a blueprint for some of Generation Alpha's favorite "get ready with me" videos as skincare products and adult influencers who promote them have become increasingly trendy among tweens. But like in Harrison's video — which features an eye cream containing vitamin C that Drunk Elephant recommends those 12 and under avoid — many of those social media posts advertise products not suitable for such young skin. (Harrison did not respond to CBS News' request for comment.) CBS News Confirmed analyzed more than a dozen popular TikTok accounts featuring skincare-obsessed teens and tweens and found that many featured products with anti-aging ingredients that, according to dermatologists, can be harmful to young skin. Often, those were promotions done in partnership with brands. Nielsen data show that households with children 12 and under spent $2.4 billion in 2023 on skincare and makeup — more than households with teens. Dr. Smita Awasthi, director of pediatric dermatology at U.C. Davis Health, said certain skincare products are meant to peel the skin, but removing the outer layer of a child's skin can lead to painful rashes and increased risk of sunburns. While she does prescribe retinoids for acne treatment to children in some rare cases, she stresses there is a stark difference between over-the-counter retinoid acne treatments and the retinol used in cosmetics. "When I'm prescribing a retinoid, I know the concentration, and I know exactly what it is and how it's going to work," she told CBS News. Cosmetic retinol products include different ingredients which she said can lead to increased risk of irritation and adverse reactions in young skin. Packaging for over-the-counter acne retinoids clearly identify that it is an acne treatment, she said. But many popular skincare products that contain retinols and other harsh anti-aging ingredients don't clearly identify what they are intended for or that the ingredients can be harmful to young skin. Kierstyn McBrayer, a 22-year-old content creator who focuses on makeup and skincare, told CBS News her audience is mostly tweens. Her 16-year-old sister first got into skincare about three years ago, she said, and was using products with retinol and vitamin C until she realized they weren't good for her skin. Other viewers have told her they were doing the same until they learned what was harming their skin. "A lot of the problem is just kids watching adults doing skincare content, and I know a lot of these adults are probably not purposely aiming their content at children, but it's kind of hard because it's like [in the] past few years, skincare content has been considered heavily by children," she said. In California, lawmakers are considering a bill that would make it illegal to sell certain anti-aging cosmetics to children under 18 years old. The bill was defeated last year and reintroduced in the current legislative session. But while the proposed law would target retailers, brands could continue to use social media and kid-friendly branding and packaging to market their products to children. A CBS News review of 240 recent skincare posts from a dozen popular teen influencers on TikTok showed only 15 videos, or just 6% of posts, were tagged as promotional content. The Federal Trade Commission requires that online influencers disclose when they have a "material connection" to a brand, including being paid or receiving free products. The agency's website specifies the disclosure should not be mixed in with a group of hashtags or links. TikTok instructs creators to turn on the "content disclosure setting" when promoting a brand or product; this would add a label to the video that clearly states the footage is "promotional content" or a "paid partnership." If the setting is not enabled, TikTok could remove or restrict the video. Embreigh Courtlyn, 15, often posts "get ready with me" TikToks — chatty, casual videos showing people doing skincare or makeup or getting dressed. In one video, she holds up two face masks from the Korean skincare brand I Dew Care, saying, "It's my favorite face mask ever." At the bottom of the video is a small label that reads "paid partnership." Courtlyn's manager told CBS News, "For any brand deal she accepts, she either enables the paid partnership tab or includes #[brand]partner in the caption to ensure compliance with FTC guidelines." Sometimes TikTokers signal promos to their audience in less obvious ways, such as putting #ad or #partner in the caption. Mar Taylor, a 17-year-old with more than 270,000 TikTok followers, said the skincare brands he's worked with have instructed him on how to stylize and label the footage. Taylor used the hashtag "glowpartner" in a TikTok advertising Glow Recipe's new toner. Taylor also said brands can give influencers a custom discount code to share with their audience, and the influencers receive a cut of the money when people use the code. McBrayer said sometimes brands will ask her not to label her collaboration videos with #ad. Instead, they ask to be referred to as "partners." She said this may be because videos with #ad don't perform as well, something she has noticed in her own TikTok content. This means that whether content creators intend to or not, they're advertising products to children who may not realize they're being marketed to. "We know that developmentally, they don't recognize ads at the same level that adults do," said Drew Cingel, an associate professor at U.C. Davis who studies the intersection of adolescents, psychology and social media marketing. "And it becomes much more blurred in a social media environment." "I can't tell you how many tweens that I've spoken to that say, when I grow up, I want to be an influencer," he added. "If they see a teenage influencer getting these products, getting likes and getting all of the social gratification and money, that's what they're going to want to do." As the skincare trend among tweens has grown, some brands launched counter-marketing campaigns to tell kids they don't need elaborate skincare routines. Dove launched a campaign called "Face of 10" where dermatologists post videos aiming to inform kids about appropriate skincare. On Instagram, Kiehl's posted an image of a young boy in the sand labeled "the only exfoliating kids should do," and a young girl in a ballet class labeled "the only 10-step routine kids should learn." At the same time, many skincare brands feature kid-friendly packaging and marketing. While Drunk Elephant advertises "skincare smoothies," Glow Recipe sells a $76 "glow essentials kit" in a box made to look like a pink locker and labeled "back to school." The set contains a watermelon toner and strawberry primer with beta hydroxy acid and a lip balm with hyaluronic acid, all ingredients dermatologists say tweens should avoid. Drunk Elephant and Glow Recipe did not respond to CBS News' request for comment. "How do you get a child's attention amid all these other products in a store?" Cingel said. "You put fruits, you put things that are cute on it, you put bright colors, we know that those things draw and hold children's attention."
