Latest news with #DrunkElephant
Forbes
7 hours ago
- Business
- Forbes
Drunk Elephant's Latest Product Offering Addresses ‘Concerns That We Heard From Our Customers': ‘Felt Like A Natural Next Step'
Drunk Elephant's Plump-C Tripeptide Lippe Mask is available to shop June 10. 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 beginning Tuesday.
Arabian Post
14 hours ago
- Business
- Arabian Post
Drunk Elephant's Moisturiser Gains Popularity in UAE Amidst Recall Concerns
Drunk Elephant's Lala Retro Whipped Cream has become a sought-after skincare product in the UAE, particularly among consumers seeking effective hydration solutions. The cream's formulation, featuring a triple-ceramide blend and a mix of African oils, has garnered attention for its ability to provide long-lasting moisture and support the skin's barrier function. The product's appeal lies in its clean and cruelty-free formulation, free from fragrances and essential oils, making it suitable for sensitive skin types. Its airy, non-greasy texture allows for easy absorption, catering to the needs of individuals in the UAE's arid climate. However, the brand faced challenges when it voluntarily recalled certain batches of the Lala Retro Whipped Cream due to an ingredient mix-up during production. The recall was initiated after it was discovered that some products contained a surfactant not listed on the ingredient label, potentially leading to adverse skin reactions in sensitive individuals. Drunk Elephant promptly addressed the issue, offering full refunds or product exchanges to affected customers and emphasizing its commitment to product quality and customer satisfaction. Despite the recall, the product's popularity in the UAE remains strong, with consumers continuing to purchase it from various retailers, including Dubai Duty Free, Sephora, and online platforms like and The brand's transparency in handling the recall and its proactive measures to rectify the situation have helped maintain consumer trust.
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4 days ago
- Health
As a Travel Nurse Who's Been to Over 100 Countries, I Never Leave Home Without These 13 Essentials, From $25
When you've traveled to over 100 countries, you learn to be an expert packer. Cherene Saradar is a travel nurse anaesthetist who spends half the year traveling for contract work at hospitals around the U.S. and the other half globe-trotting for pleasure, having visited all seven continents and 116 countries to date. Her medical background dictates her packing style, as she prioritizes items that focus on comfort and health. And, as a proud carry-on-only traveler (even for three-month-long trips), she knows how to pack wisely to not waste precious space. Saradar shared with me the travel essentials she takes on every trip while packing light. From her must-have carry-on tote to the comfortable sneakers she always wears, keep reading for the 13 non-negotiables she takes with her on every trip. In order to pack for months without checking a cabin bag, it's not just your carry-on suitcase that matters, but also the spaciousness of your personal item. Saradar swears by the Longchamp Le Pliage Tote Bag. She takes this travel bag on every flight as she can fit everything she needs with her on a flight, including her camera and laptop, while still easily fitting it under the airplane seat. It holds her tried-and-true essentials for a comfortable flight, including: silicone earplugs, a soft eye mask, Drunk Elephant lip balm, hand cream, and a light scarf or sweater. When not in use, she can pack it down and store it in her suitcase. 'It's easy to clean, durable, comes in tons of colors, and it gives me a bit of style and luxury without breaking the bank,' she says. 'It's also a great day bag, shopping bag, camera bag, and beach bag.' Saradar has been using the same carry-on for a decade. The Travelpro Maxlite Carry-on is one of the lightest carry-on suitcases on the market, which matters for airlines that weigh your cabin bags. It adheres to various internationally accepted carry-on dimensions, standing at 21 inches tall. 'I like the organization of the bag. The outside pocket on the front easily fits my laptop, and the inner lid pocket is very handy,' she says. 'It's a durable spinner bag that's easy to push.' $145 $116 at Zappos $145 $116 at As a nurse, Saradar knows that the right shoes are so important. 'They're the base of your wardrobe and also the most important thing for your well-being,' she says. Whether working in the hospital or exploring the world, she swears by Hoka sneakers. When she's traveling, she prefers the Arahi style in white so she can pair them with everything from dresses and skirts to her workout gear. 'I've been wearing the Hoka Arahi for years. I can't believe how good my back feels in these. They're like walking on a cloud and provide pronation support," she says, which is important for maintaining an even stride. They're so good she swears they've fixed the back pain she suffered from for years, and she feels comfortable walking in them all day. It's possible to be stylish and comfy, and Saradar requires that her travel clothes be both. You won't catch her flying in sweatpants. Instead, she always flies in Athleta loungewear that she deems to be nice enough for wearing in public, while still feeling cozy and comfortable on long-haul flights. She basically lives in the Athleta Venice High Rise Wide-leg Pant. 'They're super flattering as there's just enough stretch and the waistband doesn't feel tight, but they still appear fitted and polished,' she says. 'The pants drape beautifully like trousers but feel like soft loungewear. And a major bonus — they don't wrinkle.' Saradar recommends picking up a few pairs in neutral colors like off-white or black so you can pair them with any tops. On flights, she's typically dressed in head-to-toe Athleta, pairing this Seasoft Quarter Zip with the Venice wide-leg pants. She loves how cozy and warm the quarter zip is and finds the fleece to be sleek, as it drapes with structure rather than looking slouchy. The cool-to-the-touch fabric is perfect for planes with varying temperatures, as it will keep you just warm enough without overheating. It's super lightweight, so you can easily stow it away in your tote bag when not needed. $100 at Amazon $100 at Zappos Not only is it important to have a good pair of sneakers, but it's also useful to have comfy, stylish sandals on hand. 'Shoes that won't give you blisters, allow you to walk as much as you want, don't give you back pain, and still look kind of cute is a tall order,' she says. She's worn many sandals from the brand Born over the years and wears them until they fall apart. 'They're incredibly cushy and soft. They're functional yet still look nice enough for evening,' she says. 'I can walk all day in them, and have even done some light hiking.' With adjustable straps, a lightweight cork sole, and a soft leather upper, these sandals are the perfect comfortable choice for any trip. No matter where she's headed, Saradar makes room in her carry-on for a lightweight jacket, especially if she'll be visiting warmer destinations where she could get caught in tropical rain. 'I always bring my North Face lightweight hooded waterproof jacket,' she says. 'It takes hardly any room in the luggage and is handy to throw on for windy or wet days.' With adjustable drawstrings on the hood and bottom of the jacket, this North Face hooded coat will easily keep out wind and rain. If she's off to a colder locale, she packs a Lole brand ethical down hooded puffer jacket in dark teal. 'I always get compliments on the jacket. It packs well as it's extremely light yet still very warm and cozy,' she says. Saradar always packs a maxi skirt, which can be easily layered and mixed and matched throughout her trip to create multiple outfits. 'Lately, I've been packing this skirt because I can change up the tops and wear various outfits. You can wear tank tops, short sleeves, long sleeves, sweaters, a sweatshirt, or a blazer with it — it's super versatile,' she says. 'A longer skirt makes you look put and can provide proper coverage in conservative regions.' She owns this pleated chiffon skirt from Amazon in a light khaki color. Because it's neutral, it works for all seasons and matches everything. She's 5-foot-1, so despite the midi cut, it fits her like a maxi skirt. Another one of her favorite Amazon finds is this Zesica floral printed maxi wrap dress. 'I've worn it on so many trips. It's lightweight, easy to pack, and is casual enough for daytime but looks dressy enough for going out to dinner or a party.' The battery of Saradar's phone drains quickly when she's on the go all day using maps and her phone's camera. 'Not having a phone to call for help or to use a map is a huge safety concern for me, so keeping it charged is vital,' she says. 'I don't like to carry a bulky, heavy charger, so the Clutch one is perfect as it's tiny and magnetizes to the back of your phone.' It also comes with a built-in cable, so you don't have to worry about forgetting your cord in the hotel room. After traveling to over 100 countries, Saradar swears by using a hanging toiletry bag. She says it's a total game changer because you don't have to rely on shelf or counter space. She uses one from Biaggi, which operates in the same way as this Bagsmart option. 'It has space to hold everything, including my makeup, toothbrush, deodorant, jewelry, cotton swabs, and more. It has tons of pockets and keeps me organized,' she says. But it's not just hanging toiletry bags that make organizing her belongings in a hotel room easier—she also uses hanging packing cubes. Since she packs in a carry-on, she uses Biaggi's medium-sized hanging packing cube. 'This makes packing and unpacking in the hotel so easy. All you have to do is hang it in the closet and then fold it and compress it with the strap to put it back in the suitcase,' she says. This is her secret to being able to pack for a month in Europe in a carry-on. It's fair to say Saradar is a big fan of using packing cubes. In addition to the hanging style, she also loves this set from Eagle Creek, which comes in different sizes. 'I use the small 1-liter cube for underwear and socks, and the medium-sized pouch to hold my tech, outlet adaptors, wires, cords, and zip drives,' she explains. As a nurse, Saradar knows how important it is to stay hydrated. She tries to drink as much water as possible throughout the day, and says her Lifestraw water bottle is essential. 'Lifestraw makes virtually any water safe to drink. I can drink water from any tap as it filters bacteria, parasites, microplastics, and dirt,' she says. This BPA-free plastic version is lighter than the heavier insulated stainless steel style, making it ideal for taking on the go. Love a great deal? Sign up for our T+L Recommends newsletter and we'll send you our favorite travel products each week.
Forbes
6 days ago
- Health
- Forbes
The Best Retinol Creams, According To Dermatologists
Retinol is known to effectively addresses everything from wrinkles to pigmentation to uneven texture, but choosing the right product with this powerhouse ingredient requires careful consideration. The best retinol creams reduce the appearance of fine lines and improve tone, while being hydrating and non-irritating. Our top overall pick, the Paula's Choice Clinical 1% Retinol Treatment, is a standout for its lightweight, creamy texture and high potency. Those with sensitive skin may prefer Drunk Elephant's A-Passioni Retinol Cream, which contains an effective dose but is also infused with nourishing oils and peptides. The best retinol creams reduce the appearance of fine lines and dark spots without irritating skin. When it comes to retinol creams, it's important to find a formula that matches your skin type and concerns. If you have dry skin, you may want a deeply hydrating formula. If you're looking for an eye cream with retinol, you'll want ingredients that penetrate without causing itchiness and irritation. Ahead, find our roundup of the best retinol creams, including expert tips from dermatologists on how to incorporate these into your skincare routine for a firmer, clearer complexion. Sephora Skin type: All | Key ingredients: Retinol, oat extract, willow bark extract, licorice extract, peptides | Retinol concentration: 1% What you'll love: Keep in mind:| Paula's Choice is a top pick among dermatologists for its high-potency 1% retinol. The controlled-release delivery allows active ingredients to absorb gradually, preventing the skin from drying out. It has the light texture of a lotion, similar to that of a primer. Layer a thicker cream or oil over it if you have dry skin. To note: Paula's Choice also has a 0.3% retinol formula for beginners. Amazon Skin type: Oily, combination, normal | Key ingredients: Retinol, glycolic acid, shea butter, squalane | Retinol concentration: UnspecifiedWhat you'll love: Keep in mind: When shopping for an affordable product at the drugstore, it can be hard to know when you're getting true bang for your buck. RoC tends to carry high-quality skincare that has good value, and this retinol cream is one of its more popular products. The non-greasy, hydrating night cream and corresponding eye cream both remain bestsellers. In addition to retinol, it also contains glycolic acid to exfoliate the skin while shea butter and squalane help to hydrate. It's marketed as a wrinkle-fighting cream, but the ingredients make it a good retinol option for oily or acne-prone skin, too. Amazon Skin type: Acne-prone, oily, combination | Key ingredients: Retinol, ceramides, licorice root extract, niacinamide | Retinol concentration: UnspecifiedWhat you'll love: Keep in mind: Retinol naturally exfoliates the skin to help clear debris from pores and can keep acne at bay. If you have oily skin, consider using a lightweight serum like this one instead of a cream. It contains encapsulated retinol to slowly release over time, protecting your skin's barrier. The fast-absorbing and affordable serum also helps fade acne scars. Dermstore Skin type: Acne-prone, oily, combination | Key ingredients: Retinol, alpha hydroxy acids, ceramides, shea butter, bisabolol, boswellia serrata extract | Retinol concentration: 1%What you'll love: Keep in mind: Retinol and alpha hydroxy acids can be most effective at night when your skin is repairing itself, and this cream contains both texture-smoothing ingredients. To balance them out, the formula also features healing botanicals like soothing bisabolol sourced from the chamomile plant, and boswellia serrata extract, which comes from frankincense. If 1% retinol still seems too strong for you, SkinCeuticals' retinol creams come in three strength levels including 0.3% and 0.5%, which are great if you have sensitive skin or are just starting out on your retinol journey. Amazon Skin type: All | Key ingredients: Retinal, hyaluronic acid, glycerin | Retinol concentration: 0.03% retinaldehyde Best for: Skip if: Medik8's formula is made with retinaldehyde (retinal), which has been shown in certain studies to work 11 times faster than retinol. This top-rated, gradual-release serum is good for those new to using topical retinoids to treat things like acne, wrinkles and hyperpigmentation because it doesn't overwhelm skin and cause irritation. It's formulated with hyaluronic acid and glycerin to moisturize as it visibly smooths lines, firms skin and reduces spots. And when you're ready to level up, Medik8's Crystal Retinal is available in progressively more potent strengths, all the way up to strength 24, which contains 0.24% retinaldehyde. Sephora Skin type: Dry, combination, sensitive | Key ingredients: Retinol, peptides, vitamin F, jojoba seed oil, apricot kernel oil, avocado oil | Retinol concentration: 1% What you'll love: Keep in mind: This pick has 1% retinol—the highest concentration you can get without requiring a prescription. It balances out the pore-shrinking, fine line-diminishing, uneven texture-smoothing magic with several nourishing ingredients: jojoba, apricot and avocado oils. While this is suitable for sensitive skin, some people aren't always a fan of its earthy scent. What our editors say: 'As someone with sensitive skin, I had concerns that retinol would cause redness and irritation,' says sleep and mattress editor McKenzie Dillon. 'But after incorporating it into my nighttime skincare routine, it didn't take long to see an improvement in my skin's texture—particularly in acne scars. I have oily skin, and I don't experience any dryness or peeling with this.' Amazon Skin type: Dry, combination | Key ingredients: Retinol, hyaluronic acid, caffeine | Retinol concentration: 0.1% What you'll love: Keep in mind: The skin around our eyes is more thin and sensitive than the skin on the rest of our face, so it can often be the first area where wrinkles start to appear. This highly-rated, cult-favorite cream pairs retinol with mineral-rich spring water to firm and nourish skin. Caffeine works to minimize dark circles, too. Revolve Skin type: Acne-prone, oily, combination | Key ingredients: Bakuchiol, squalane, glycolic acid, shea butter, salicylic acid | Retinol concentration: None What you'll love: Keep in mind: Whether you're pregnant, breastfeeding or just have ultra sensitive skin, you may want to avoid retinol products and go for an ingredient like bakuchiol—a gentle, plant-based retinol alternative that can provide similar results. Developed by a dermatologist, this serum combines bakuchiol with glycolic acid, salicylic acid and antioxidants to lightly exfoliate and hydrate skin while smoothing lines and wrinkles. What our editors say: 'This is a great product for those wanting some of the skin-smoothing, brightening effects of retinol in an alternative version,' says deputy editor Jane Sung. 'The high-quality ingredients are effective yet very gentle, and the formula is so nourishing that I don't always need to layer a moisturizer on top.' Amazon Skin type: Dry, combination, sensitive | Key ingredients: Retinol, niacinamide | Retinol concentration: Unspecified What you'll love: Keep in mind: Olay's retinol products are rigorously tested and highly rated among dermatologists for their efficacy. The Retinol24 Max moisturizer is designed to help firm, repair and hydrate dry or sensitive skin thanks to a retinoid complex and reparative niacinamide (also known as vitamin B3). Although it's technically a night cream, you can also wear it during the day so long as you pair it with an SPF. What our editors say: 'I love its hydrating-but-not-greasy feel, as well as its lightweight and breathable profile on my dry and quite sensitive skin,' says editorial director Brinda Ayer. 'The very subtle scent is great for bedtime—I'm not kept awake by an obtrusive perfumey smell—and its equally gentle formula allows me to use it night after night without any breakouts or irritation. I have deeper-toned skin with a tendency towards hyperpigmentation, and using this product over time has led to a noticeable fading of dark spots.' Amazon Skin type: Dry, combination, sensitive | Key ingredients: Retinol, bakuchiol, rambutan, shea butter, ferulic acid, evening primrose oil | Retinol concentration: Unspecified What you'll love: Keep in mind: This hydrating cream contains ingredients that help prevent and treat fine lines while nourishing dry or sensitive skin. In addition to retinol and bakuchiol, antioxidant rambutan helps with collagen production. It also contains ferulic acid and niacinamide to keep skin hydrated and minimize hyperpigmentation—all of which contribute to a younger-looking complexion. Forbes Vetted's beauty team has extensive experience reporting and writing about skincare, and we have tested hundreds of beauty products. We have covered a variety of anti-aging products, including the best vitamin C serums, the best neck-firming creams and the best microcurrent devices. When selecting the best retinols, we began by researching a wide group of formulas from trusted skincare brands before digging in further to narrow down our picks. 'Retinol is a derivative of vitamin A that works by accelerating skin turnover and promoting collagen production,' says board-certified dermatologist and cosmetic surgeon Dr. Kim Nichols. 'This helps to reduce the appearance of fine lines, wrinkles, uneven skin tone and texture. It can also help to unclog pores and reduce acne, making it a versatile ingredient for both aging and acne-prone skin.' You don't want to start using a strong concentration of retinol right out of the gate or it can be extremely irritating to skin, and stronger is not always better, according to dermatologist and stem cell expert Dr. Nathan Newman. In general, he advises beginners to use a concentration from 0.25% to 0.3%, intermediate users to use a concentration of 0.5%, and experienced users with tolerant skin to use 1.0% retinol or higher. When choosing a retinol cream, it's not just about the retinol concentration. 'In order to mitigate any dryness, flaking or other irritation, I recommend pairing retinol with hydrating and soothing ingredients like hyaluronic acid, niacinamide, ceramides and peptides,' says Nichols. 'These help support the skin barrier and improve tolerability.' If you have sensitive skin, it's important to choose a retinol that is gentle and well-tolerated like Drunk Elephant's A-Passioni Retinol Cream. Otherwise, 'individuals with very sensitive skin, rosacea, eczema, or who are pregnant or breastfeeding should generally avoid retinol unless advised otherwise by their healthcare provider,' says Nichols. 'In such cases, alternative ingredients like bakuchiol or azelaic acid may be safer options.' For a retinol alternative, we like Doctor Rogers' Night Repair Treatment. Also, because retinol can increase skin sensitivity, it's generally best to avoid things like chemical peels, lasers or waxing unless it's approved by your dermatologist. 'Retinol can be used year-round, but you must be extra diligent with sun protection with the daily use of SPF 30+ sunscreen,' says Newman, who recommends mineral sunscreen specifically due to potentially heightened sensitivity with the use of retinol. During fall and winter, the skin may be drier and more sensitive, he says, so you should increase moisturizing or reduce the frequency with which you use retinols. So what's the best way to apply a retinol? 'It should be used only at night, as it breaks down in sunlight, rendering it less effective,' says Nichols. After cleansing and drying your face, apply a pea-sized amount of the retinol to your entire face, avoiding the eye area. Then follow with moisturizer to help buffer the irritation, and in the morning be sure to apply sunscreen. If you're a retinol beginner or you have sensitive skin, 'the 'sandwich method' of applying moisturizer before and after retinol can help to reduce irritation,' says Nichols. Our pick for best retinol cream overall is Paula's Choice Clinical 1% Retinol Treatment for its slow-release formula and light texture. It's potent, though, so this is a formula that you should ease your way into using slowly if you're new to retinols. If you're looking for a beginner option, we like Medik8's Crystal Retinal 3, for its fast-acting formulation and lower concentration of retinal. This is complicated, because the highest concentration of retinol, while most potent, may not be right for you. For the most part, higher concentrations—from 0.5% to 1.0%—tend to provide the most noticeable results when it comes to deeper lines, hyperpigmentation or acne. But because retinols can be irritating, it's best to gradually increase the frequency and strength of the retinol you're using over time. Medik8 offers a wide range of retinal strengths, so you can gradually progess to higher levels. While stronger options—like tretinoin and tazarotene—are available by prescription, the highest over-the-counter formula you can get is 1.0% retinol. However, 'it's important that retinol is stabilized and encapsulated for slow, controlled release to reduce irritation,' says dermatologist Dr. Newman. 'Dry, sensitive skin may not tolerate higher percentage retinols.'
Forbes
27-05-2025
- 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.
