Skincare.

"Most people will have probably seen the headlines that Drunk Elephant's sales in 2025 alone are down 62%. That's pretty terminal. You can't really come back from that. That's not a small sales slide. Bearing in mind that within the industry, most people see a 5% slide in sales as pretty catastrophic for an established brand, 62% means something has gone drastically wrong. Lots of people point to the kids in Sephora scandal which hit around 2 years ago, where kids as young as six, eight were running into Sephora and begging their parents to buy Drunk Elephant products which were never meant for young skin, particularly some of the higher potency options. People accused them of marketing their products to younger children, which is kind of a big no no. They didn't own up to that. They didn't really change anything. They just sort of let it go and enjoyed the sales while they came in. Well, of course, it went full circle. The kids have lost interest and now all the grown-ups in the room are like, 'Yeah, not a good brand.'"

"Drunk Elephant was never meant to be for kids. It was never meant to be for children, like ever. The brand's packaging and marketing strategy may have appealed to kids, but their actual product formulations aren't aimed at children. But instead of creating a new product line, reformulating existing products to suit children, giving us any real product innovation or telling children not to use their products, they actually said kids can use our product. They just kept selling their existing products and that left them in this bizarre kind of in between space where they were spending most of their time and money marketing towards children. But their products were really made for older consumers. And this of course alienated a whole consumer base, their older audience who were not part of that younger generation that Drunk Elephant was now marketing to. The products have been made for millennials and older genzers. And it's like Drunk Elephant didn't care about them anymore."