Drunk Elephant is going on the offensive amid criticism that young kids are inappropriately using its products.
In an Instagram post uploaded Friday on its account, the brand asked, “Can kids & tweens use Drunk Elephant?” Founding partner and chief creative officer Tiffany Masterson, whose initials are on the post, answered the question with a resounding, “Yes!” However, she cautioned that teens and tweens should “stay away from our more potent products that include acids and retinols—their skin does not need these ingredients quite yet,” and proceeded to list products she deems safe for teen and tween use such as F-Balm Electrolyte Waterfacial, Lala Retro Whipped Cream, Beste No. 9 Jelly Cleanser, Virgin Marula Oil and Umbra Sheer Physical Daily Defense SPF 30.
For teens and tweens, Masterson also imparted that Drunk Elephant “created a simple routine that doesn’t require many products: In the evening, cleanse with Beste and follow with a few drops of Virgin Marula Oil or 1 pump of Lala Retro for balance and moisture. In the morning, apply a drop or two of Virgin Marula Oil or Lala again, followed by Umbra Sheer. Sunscreen daily is a must for any age. Use Lippe on the lips day and night. That’s just one routine out of many we can create for this age range.” Combined, the five products in the routine are priced at $186.
Although Drunk Elephant didn’t identify any inspiration for the Friday post, it comes as the brand has stoked a fierce debate over kids buying potentially harsh skincare products formulated for older consumers and amassing elaborate, steep skincare regimens. The post, which had drawn 536 comments and 23,000 likes as of Sunday night, received a loud chorus of negative responses from detractors. For example, Kezia Miskell-Reid, a facialist posting with the handle inthelineofbeauty, wrote, “Absolute shit show from a skincare brand encouraging this for children. Be honest and tell these parents that there is NO NEED for children to have a skincare routine. DE cashing in on Christmas at the expense of your children’s skin.”
But the post garnered positive responses, too, from followers interested in getting correct products for teens and tweens. A commenter with the handle christine.anzolaa wrote, “My cousin loves skincare but her mom doesent [sic] let her because she thinks it’s bad! I’ll definitely show her this.” Another with the handle jessl423 chimed in, “Good skincare should be practiced at every age! While powerful ingredients are not necessary at certain ages, taking care of your skin is important. Great job @drunkelephant for helping guide those teens, tweens and parents of those in the right direction.”
Dermatologist Brooke Jeffy, founder of teen and tween skincare brand Btwn whose TikTok videos delving into the controversy over kids using Drunk Elephant have gone viral, commends brands for directing kids toward age-appropriate products. Nonetheless, expressing concern about Drunk Elephant’s recommendations, she says, “While they are avoiding recommending their products with acids and retinol, many of these products still address more mature skin issues and are likely to be heavy for tween and teen skin.”
In addition, Jeffy notes that Drunk Elephant is sending kids and parents mixed messages about the products in its assortment kids should use. On Sept. 20, 2020, the brand posted on Instagram that, when it comes to a skincare routine, “you’re never too young!” Back then, it advised teens and tweens to start with a mild cleanser (Beste No. 9 Jelly Cleanser was recommended), leave-on AHA/BHA exfoliant (T.L.C. Framboos Glycolic Night Serum) and moisturizer (Protini Polypeptide Cream or Virgin Marula Luxury Face Oil) before applying a spot solution (T.L.C. Sukari Babyfacial 25% AHA + 2% BHA Mask) and sunscreen (Umbra Sheer Physical Daily Defense SPF 30). In an FAQ page on its website, Drunk Elephant instructs that its products are safe for all ages, but points out that, “as a general rule, acids are intended for those 13 years and older.”
“This was a brand created for adults that they are trying to retrofit to a younger audience.”
Jeffy says, “I am confused as to what they actually think tweens and teens should use, and it seems like they do not really know likely because this was a brand created for adults that they are trying to retrofit to a younger audience.”
Not a fan of Drunk Elephant’s approach to kids, Risa Barash, CEO and co-founder of skincare brand TBH Kids and haircare brand Fairy Tales Hair Care, believes the brand should stay out of the kids’ skincare space. She explains, “We don’t know all the ingredients and the potency of the ones they say are safe. Companies like mine were created for tweens’ skincare needs and, by that very fact, we don’t need to clarify what can and cannot be used by kids. Multi-step skincare routines are not necessary. A cleanser, a light, oil-free moisturizer and sunscreen are really all kids need. Sometimes a kid just needs to be a kid!”
Comparably open to Drunk Elephant’s approach to kids, Elise Minton Tabin, a beauty editor and founder of teen-focused skincare brand Twiish, is glad the brand is highlighting products suitable for young people’s skin and calls it a “smart move from a retail partnership perspective.” Drunk Elephant is available at Sephora, SpaceNK and Ulta Beauty.
“It gives their retailers more of a concrete routine and more brand-approved safe products to suggest to consumers per specific brand recommendations,” says Minton Tabin. “Whether their customers follow the recommended products and protocols is to be seen. Plenty of teens happily use some of the products with stronger actives, but they may change their tune and listen to the brand they admire.”
The tune now is pretty joyous for Drunk Elephant. During a Dec. 1 episode of the podcast “Gloss Angeles,” Masterson shared the Drunk Elephant’s Protini Polypeptide Cream is the No. 1 moisturizer in the United States and that the brand has experienced 300% follower growth recently on Instagram and TikTok, a platform she credited as being a catalyst for much of kids’ knowledge of Drunk Elephant. TikTok content creators like Alix Earle and Katie Fang have mentioned the brand.
Speaking of young consumers and TikTok, Masterson said on Gloss Angeles, “They’re learning how to take care of their skin. My guess is their skin’s going to look better than a lot of people’s skin because they’re learning all this on TikTok, and it’s something they want to do. I certainly wasn’t, you should have seen what I was using on my skin when I was 13, yeah horrible. So, I think that part of it is good…They’re educating themselves, and they have that self-care thing going, and I think that can’t be a bad thing…We just need to be clear on which products are for who and what’s appropriate.”
In its reporting of third quarter financial results, parent company Shiseido disclosed that Drunk Elephant’s net sales jumped 77% year to date, the biggest increase amongst its brands. The second-biggest increase belonged to Nars at 18%, and the third-biggest increase belonged to Clé de Peau Beauté at 8%. In the Americas, Drunk Elephant’s year-to-date sales skyrocketed over 90%. Across its business, Shiseido’s net sales rose 5% in the year-to-date period.
Joking about potential names (Grumpy Elephant? Irritable Elephant?) for a kids-oriented offshoot of Drunk Elephant on “Gloss Angeles,” Masterson suggested the brand is exploring kits or a line for gen alpha that could zero in on breakouts. She said, “I would love to do something along those lines at some point and be very targeted about it, be more clear about it.”
