Drunk Elephant is moving beyond the chaos it experienced with younger audiences.
Previously, the skincare brand became an unexpected trendsetter among pre-teens, with 11-year-olds flocking to its vibrant products. Their fascination stemmed from the bright packaging rather than the scientifically-backed active ingredients that define the brand’s identity. The whimsical name, Drunk Elephant, draws inspiration from the myth that large animals become intoxicated by the oil-rich marula plants.
However, this demographic proved unfulfilling for the brand’s core audience. As teenagers quickly outgrew the brand, Drunk Elephant was left directionless. Sales nosedived to a staggering 65 percent drop in the first quarter of 2025 compared to the previous year.
Now, Drunk Elephant is ready to redefine its identity and reach a more mature market. Launching its first major marketing campaign, the brand pivots toward its powerful formulations, showcasing bare-faced models. The fresh tagline hints at a target demographic of 21 and older: “Skin so good it should come with a warning. Please enjoy responsibly.” This new focus on clinical trials and active ingredients clearly signals that youth is no longer the main attraction.
Drunk Elephant seeks to clarify its intended audience: skincare enthusiasts of all ages who prioritize results over packaging. As Barbara Calcagni, president of global brands for Shiseido, Drunk Elephant, Nars, and Dr. Dennis Gross puts it, the campaign embraces a more “grown-up” ethos.
“It is a cheeky reminder to approach skincare with intention,” she explains regarding the new slogan.
Reconnecting with Customers
While younger audiences received much blame for Drunk Elephant’s struggles, the brand faced other significant obstacles, including inventory shortages for viral products and intense competition among emerging skincare brands.
“It was a perfect storm,” Calcagni stated.
In its early days, the mission was much simpler. Drunk Elephant was founded in 2013 by Tiffany Masterson, who wanted to help women find safe, effective skincare solutions. Being a stay-at-home mom in her 40s, she highlighted the “Suspicious Six” skin irritants—fragrance, dyes, and essential oils—committing never to include them in her products.
That commitment aligned perfectly with the rising “clean beauty” trend. Drunk Elephant’s playful branding and innovative ingredient usage resonated with a broad audience. Popular launches like Babyfacial, featuring an acid exfoliating mask in a bubblegum pink pump, solidified its status as a skincare go-to at Sephora.
Masterson’s dedication to “demystifying skincare” continues to influence the beauty industry, according to Cassie Cowman, co-founder of beauty consultancy View from 32. “She paved the way for transparency and meaningful communication with customers, inspiring brands like Dieux and Dr. Idriss to flourish.”
In 2019, Shiseido acquired Drunk Elephant for $845 million. Masterson remained as chief creative officer but stepped back from daily operations in May 2025, stating that she still actively supports the brand as a “steward.”
Drunk Elephant had largely stepped back from the broader beauty industry’s struggle to connect with Gen Z and Gen Alpha. Still, those younger audiences found the brand naturally, drawn by eye-catching products like the orange-capped C-Firma Day Serum and the pink-accented T.L.C. Framboos Glycolic Resurfacing Night Serum, which stood out on retail shelves.
While these products initially established a significant presence in skincare TikTok, trends shifted quickly. Older clientele sought alternatives, while younger users explored emerging brands like Byoma and newer K-beauty lines. This shift led to a reported 75 percent decline in search volume from a peak in January 2024, according to data from Spate, an AI platform.
Revitalizing Drunk Elephant
Rebrands are not uncommon in the beauty industry, where brands can achieve rapid success only to be swiftly replaced. Just in the past year, well-known names like Olaplex and Boy Smells have undergone similar transformations.
Calcagni revealed that Drunk Elephant moved swiftly to overhaul its creative elements, merchandise presentation, and brand messaging, all completed within six months, with the aim of reclaiming its voice.
“The entire teen craze was a cultural phenomenon,” Calcagni reflected. “Yet, it was clear that we needed to address a significant opportunity for clarity. Drunk Elephant has never been age-driven; it has always been focused on skin needs.
The new campaign embodies a more sophisticated approach, emphasizing standout products and featuring models clearly representative of adult consumers. Color is used minimally throughout, mostly visible on product caps. The tagline remains true to the brand’s playful yet irreverent voice.
Calcagni anticipates that with the launch of the new creative direction and upcoming product innovations set for late 2026, Drunk Elephant will resume its growth trajectory within a year. Recent indicators show promise, with a decline in sales now limited to 19 percent year-on-year in the third quarter from November’s figures.
Masterson concurs that crystallizing a definitive position is crucial.
“Today’s customers are more knowledgeable than ever, and they understand the importance of our philosophy,” she notes. “It always focused on a proactive approach to skincare: to support and protect it through time.”
Although the brand may have struggled to anticipate the fast-evolving beauty landscape, Masterson believes that revisiting its original mission will help lead to renewed success.
When we say, ‘please enjoy responsibly,’ we clarify a commitment from the very beginning.”
